A snapshot of the marketing and advertising articles we’re reading this week.
After more than a year of working remote, 87 percent of employees would prefer to continue doing so, according to a Prudential survey. But new flex and hybrid work models must focus on employee engagement if they’re to succeed. One way to do that is involve employees in the buying process of new technology. Taking their feedback into account to find the solution that best fits their needs helps maximize user adoption and can identify gaps where the transformation isn’t working well.
Why it matters: Gallup says that disengaged employees make mistakes 60 percent more often than engaged employees do, and just 21 percent of employees consider themselves to be “very engaged.” Even before the pandemic, US companies faced the risk of losing up to $550 billion per year in things like greater turnover and lack of employee productivity.
Harvard Business Review
Over 2,000 years after Aristotle revealed the formula to becoming a master of persuasion in Rhetoric, the same formula holds up. Some of the rhetorical devices he identified include egos, or character. In order for your audience to trust you, you must establish your credibility. Then, Aristotle suggests using data and facts to make a logical appeal to reason, or logos. Given humans are moved by emotion, or pathos, Aristotle recommends transferring emotion from one person to another through storytelling.
Why it matters: The ability to persuade is a fundamental skill for gaining a competitive edge in the knowledge economy and selling an idea. Some economists believe that persuasion is responsible for producing one-quarter or more of America’s total national income.
In March, Klarna launched its Influencer Council with the aim of creating a best practice guide for influencers and brands in the financial services sector. The council recommends that these brands should only work with influencers aged over 21 and move away from misunderstood hashtags.
Why it matters: A survey of over 2,500 social media users in the UK found that only a quarter understand the use of advertising hashtags on influencers’ posts.
L’Oreal USA just launched a new Pinterest campaign that will see over 20 Pinterst creators develop branded content covering beauty tutorials and trends for seven of L’Oreal’s personal care brands using Pinterest’s new short-form video feature, Idea Pins.
Why it matters: The new campaign comes as Pinterest is seeing an uptick in beauty searches, with queries including “white eyeliner” and “soft makeup” reaching record highs. Similarly, L’Oreal has experienced a surge in interest in its products, particularly from countries where vaccination rates are growing.
After finding success in a concept that shifted chicken wings from an appetizer to the focal point of the plate, Wingstop is launching a virtual brand called Thighstop through its over 1,400 locations nationwide. Foodies can order bone-in and breaded boneless thighs via Thighstop.com and DoorDash.
Why it matters: Wingstop chief executive officer Charlie Morrison said the move is a “strategic supply chain plan” that will help stabilize prices. Morrison added that there’s a limited amount of chicken and it takes 280 million chickens to satisfy Wingstop’s each year. The brand is stimulating trial very quickly with its chicken thighs to ramp up the volume of products and enable suppliers to implement that volume.