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The Ultimate Guide to Viral Campaigns

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The Ultimate Guide to Viral Campaigns

“He once ran a marathon because it was on his way. Sharks have a week dedicated to him. Mosquitoes refuse to bite him purely out of respect.”

Have you heard of him before? Yes, he’s “The Most Interesting Man in the World”— a fictional character that drinks Dos Equis beer and stars in the company’s viral commercials.

The commercials — which make me laugh every time — are part advertisement, part comedy skit and have a similar theme so fans always know when they’re watching a Dos Equis advertisement.

The company targets its audience of sophisticated beer drinkers in an engaging, creative, and humorous way through TV, social media, and YouTube. The unique campaign created fans around the world that helped spread it across multiple platforms, so much so that people even dress up as the commercial’s main character for Halloween

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Dos Equis may not have been 100% sure that their campaign would take off the way it did, but they had a good idea about its potential popularity. 

While there is no guaranteed way to ensure your content goes viral, there are certain steps you can take to give your marketing campaign the best chance at success. Read on to learn everything you need to know about viral marketing. 

 

 

What is a viral marketing campaign?

A viral marketing campaign is, well, a marketing campaign that goes viral. 

Unfortunately, there is no A+B+C formula that makes viral marketing efforts pay off, and it is often unknown what the exact cause is until the virality steps in. Many marketers hope for a campaign to go viral — meaning it’s recognized, widely accepted, and influential.

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However, if you think about some of your favorite viral marketing campaigns, you’ll notice some common features. Marketers wanting to reach a bigger audience should keep these attributes in mind when creating their next campaign.

 

1. Appealing to a target audiences.

A successful viral marketing campaign considers the target audience. For any campaign to go viral, it needs to resonate with the audience and make them feel so strongly about your content that they decide to share it with their family, friends, and followers.

Determine who your target audience is in the earliest stages of your campaign creation. To achieve this, ask questions such as: Who do I want to connect with? What content would they feel passionate about? What are their hopes, dreams, and values? Why would they care about my campaign? What will can I do to make them want to share my content with their social network?

2. Leverage strong visuals.

Viral marketing campaigns require a visual strategy — this guides potential customers to understand your brand through the use of images.

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A campaign should tell a story and that story is best told using visual elements that resonate with your audience. Your visual strategy needs to be compatible with your brand and target audience — it should be interesting, informative, and contain some element of intrigue, such as humor or hope.

3. Champion creativity.

Think about your favorite viral marketing campaign. What sets it apart from others?

Marketing campaigns don’t go viral unless they have a unique, interesting, and innovative idea behind them — your campaign needs to be something new and attention-grabbing.

4. Make emotional appeals. 

Have you seen the Dove Real Beauty Sketches campaign? It makes you feel frustrated, insecure, strong, and confident in just a few minutes.

Each commercial shows a person sitting behind a curtain describing their appearance while an artist — who cannot see them — draws their portrait. After the individual is done describing his or her features and the portrait is complete, the curtain is removed. The artist then draws a second portrait of the individual based off what they actually see.

After the second portrait is finished, the artist places the two drawings next to each other. As you can probably imagine, the portrait derived from the individual’s self-description is less attractive than what the artist draws in the second portrait.

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In fact, in each video throughout the campaign, the portrait that the artist creates is a much brighter and more realistic depiction of the individual. This is a message about self-esteem and the beauty within all of us.

The campaign went viral because of its relatability and emotional appeal. You need to make your audience feel something — otherwise, why would they want to share your content?

5. Ensure content is easily shareable.

Thanks to the internet and social media, sharing and promoting your content with the rest of the world is pretty simple. You don’t need huge sums of money to produce successful photo or video content that can be consumed by the greater population. 

For something to actually go viral, it needs to be shared over and over again. This means you and your company need to share the content first in as many places — and in as many ways — as possible. Then, you need to make it easy for your audience to share it as well.

Enable sharing, embedding, and downloading capabilities on all of your content so your viewers can tag their parents on Facebook, message their best friends on Instagram, or download your video so they can easily turn your content into a memorable GIF. Create calls-to-action or elements that encourage people to send it to their friends. 

Think about asking a celebrity to promote your content if an influencer would fit with your overall message and add value to your campaign. For example, viewers may find your insurance commercial more entertaining and share-worthy if Peyton Manning or Brad Paisley are singing.

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6. Share your content at the right time.

You should also consider the date and time that you share your content. Marketers use major holidays — such as Christmas — as well as major events, like the presidential race and the Super Bowl, to their advantage.

More people are scrolling through their social media feeds, watching TV, and keeping up with current events during these times which causes marketers to spend more money on their campaigns. 

Similarly, anyone who uses a platform like Instagram knows what I’m talking about when I say the date and time of your posts matter.

For example, if you post on a Saturday at 8 p.m., most people are out at dinner, seeing a movie, or just hanging out with friends — meaning they are most likely not browsing their newsfeed … at least not as much as they do on Tuesdays

After all of this sharing and promoting, you need to wait and see whether or not people latch onto your content. If so, you could have created a viral campaign. If not, you may have to try again.

Read this blog to learn about the reasons why some older campaigns stand the test of time.

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The Advantages of Viral Marketing Campaigns

Creating a viral marketing campaign isn’t an easy or predictable achievement. But if your campaign does go viral, it can mean thousands or even millions of new people being introduced to your brand and buying your products — money in the bank!

For example, the Dollar Shave Club’s campaign video went viral, which made them a household name. They were then acquired by Unilever for $1 billion — not bad.

Here are a few more advantages of producing viral content:

1. They can build your brand.

When a marketing campaign goes viral, your audience automatically learns about your company, products, services, and brand. This includes people who may not have ever heard about your company otherwise. This is how some small companies make their “big break” and how large companies stay relevant.

2. They don’t require a large budget.

Some of the most successful viral content is created on a low budget. These days, individuals and companies of any size can film high-quality video and take professional-looking photos all on an iPhone.

Many content creators, or people who simply upload a random video, have found themselves become famous almost overnight. It’s not about the resources and budget — it’s all about what catches the attention of the internet. Marketers don’t always need a large-scale production with a celebrity to make their campaign funny, surprising, relatable, or informational. 

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Fun fact:Jonathan Goldsmith, the man behind the “Most Interesting Man in the World” commercials, had only done a few gigs prior getting his big break when the campaign went viral. 

3. They get your brand in front of a new (and larger) audience.

Campaigns are considered “viral” when they have a large reach. Companies may experience an increase in sales, greater engagement on social media, and a boost in conversation about their brand and products.

This is exactly what happened for Smart Water when they brought Jennifer Aniston on board for their campaign in 2012. The video has over 6 million views on YouTube, and their humorous campaigns have done so well with the public that Aniston was featured in them through 2017.

Viral Marketing Campaign Examples

Now that we have reviewed the features of successful viral campaigns and how to launch one yourself, let’s dive into some of the most popular viral campaigns ever created.

1. Popeyes Chicken Sandwich

In August of 2019, Popeyes released a chicken sandwich. Consumers immediately drew comparisons to Chick-fil-A’s chicken sandwich, which caused widespread uproar online. 

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Popeyes harnessed the viral energy that consumers had created and launched its own viral marketing campaign to advertise its new sandwich. Most specifically, it participated in online discussions that pitted its sandwich against its competitor to spark more debate and attention. For example, Popeyes’ Twitter account humorously responded to a tweet Chick-fil-A made. 

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The popularity of the charade led Popeye’s to sell out of the sandwich for over two months. What could’ve been a disaster instead allowed them to make a viral marketing move to re-launch the sandwich. It was relaunched on a Sunday in November, which is an explicit nudge to Chick-fil-A being closed on Sundays.

The video below is the advertisement it created to mark the relaunch.

 

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2. Spotify Wrapped

Spotify Wrapped is a yearly program that began in 2016 where Spotify users get an overview of their listening activity for the year, like top artists, favorite songs, and the total number of minutes they spent listening to audio over 12 months. 

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Year after year, without fail, Spotify users share their personal Spotify Wrapped on different social media channels. Spotify doesn’t have to do much in terms of making the content go viral, but they ensure it does by incorporating new, unique elements every year for users to look forward to.

Year after year, Spotify Wrapped also increases Spotify’s mobile app ranking in app stores, and, in 2020, it increased app downloads by 21%, and over 90M+ engaged with Wrapped in 2020

Its popularity and virality are displayed in the Tweet below, where a user shared a popular internet meme to display how they’re patiently waiting for their 2021 wrapped to come out. As of April 2020, the Tweet has 50.5K likes.

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3. Old Town Road by Lil Nas X

Rapper Lil Nas X is an expert viral marketer, as proven by the success of his song Old Town Road

He knew that jump starting his career meant he needed to go viral. As a result, he created a song that was short, catchy, meme-able, and danceable (a significant pillar of virality due to the rise of TikTok). Before the full song was released, he created a short video of a cowboy dancing to a snippet of Old Town Road and posted the clip on Twitter. 

 

He also posted snippets of himself dancing to the song. 

 

Releasing the small snippets of his song created buzz and hype, as people took to how catchy it was. People who liked the song eagerly awaited the full version. Once it was released, it became one of the best-selling singles of all time, and country music star Billy Ray Cyrus was featured on a remix. 

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The country-rap vibe of the song was also unique, which sparked additional debate online that fed into the virality of it all. People who enjoy traditional country music said the song was not country, but others insisted that he was introducing a new genre of country music to the mix. 

The song is certainly Lil Nas’ most significant viral marketing success, but he continues to use the practice. For example, he leveraged the hate he got online for classifying Old Town Road as a country song and created billboards that said “Do you hate Lil Nas X? You may be entitled to financial compensation,” with instructions to visit welcometomontero.com. As you can guess, the website did not provide financial compensation but instead promoted his freshman album. 

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4. #eyeslipsface Challenge

Cosmetics company e.l.f., which stands for eyes lips face, created a viral marketing campaign on TikTok that featured a song specifically made for the brand. With the song, it encouraged app users to post videos of themselves doing their makeup with the song as a backing track along with the hashtag #eyeslipsface. 

According to moversshakers, #eyeslipsface was, at the time, the fastest-growing TikTok campaign to reach 1 billion views, and the first-ever ad to hold the #1 trending spot on TikTok.

Its viral marketing was successful because the brand took the time to create a unique, branded song and a corresponding related, leveraging how most things go viral on TikTok. Celebrities also joined in on the trend, many of them unpaid, which increased excitement for TikTok users who could take part in a trend their favorite celebrity took part in as well.

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5. Old Spice: “The Man Your Man Could Smell Like”

Old Spice found that women are the ones to purchase men’s personal hygiene products, so they created an ad that spoke directly to this audience.

The “Old Spice Man” talks directly to the audience in a bold, confident, and humorous way. He tells women that anything is possible when your man uses Old Spice — all while he sails the ocean shirtless, turns sports tickets into diamonds, and rides a white horse on the beach.

This campaign went viral because … well … humor works. It was so successful that it even increased sales for the brand. The commercial has received over 55 million views on YouTube, won an Emmy for Outstanding Commercial at the Creative Arts Primetime Emmy Awards, and won the Film Grand Prix at the Cannes Lions International Advertising Festival.

6. ALS: “Ice Bucket Challenge”

The ALS Ice Bucket Challenge began four years ago and was created to raise awareness for the debilitating disease. For the challenge, you had to pour ice cold water over your entire body and then nominate a friend to do the same. This became a movement that raised $115 million in the summer of 2014 alone. Because … who doesn’t want to watch a family member or friend pour freezing cold water on their head?

Celebrities from around the world started participating, challenging their famous friends, donating, and raising awareness. There was an Ice Bucket Challenge hashtag that gained popularity allowing for the videos to spread easily over multiple social media channels.

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Most importantly — the challenge is fun and makes participants feel like a part of a bigger movement, which is why it remains relevant years later.

7. Always “#LikeAGirl”

Always’ #LikeAGirl video became a major hit because it directly addressed how phrases that are so commonly used can be detrimental to someone’s self image and confidence. In the video, various men, women, and young boys are asked to “run like a girl” or “fight like a girl”. Then young girls are asked to do the same, with a very different approach: They show strength and confidence in their movements. 

It made viewers recognize how quickly we use female-oriented phrases as insults, and that doing something #LikeAGirl should be seen as inspiring and brave. 

The original TV commercial that came out in 2014 has over 65-million views on Youtube, and the hashtag — #LikeAGirl — remains popular today.

For more great examples of viral video marketing campaigns, check out this blog.

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Over To You

There is no roadmap for making your content “go viral.” You can review what has been successful in the past and try to emulate this, but ultimately, it’s about creating great content that connects with your audience and makes them want to share it. Do this, and you just might find that your brand is the one everyone is talking about. 

state of marketing

Originally published Apr 18, 2022 7:00:00 AM, updated April 18 2022




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MARKETING

The power of program management in martech

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The power of program management in martech

As a supporter of the program perspective for initiatives, I recognize the value of managing related projects, products and activities as a unified entity. 

While one-off projects have their place, they often involve numerous moving parts and in my experience, using a project-based approach can lead to crucial elements being overlooked. This is particularly true when building a martech stack or developing content, for example, where a program-based approach can ensure that all aspects are considered and properly integrated. 

For many CMOs and marketing organizations, programs are becoming powerful tools for aligning diverse initiatives and driving strategic objectives. Let’s explore the essential role of programs in product management, project management and marketing operations, bridging technical details with business priorities. 

Programs in product management

Product management is a fascinating domain where programs operate as a strategic framework, coordinating related products or product lines to meet specific business objectives.

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Product managers are responsible for defining a product or product line’s strategy, roadmap and features. They work closely with program managers, who ensure alignment with market demands, customer needs and the company’s overall vision by managing offerings at a program level. 

Program managers optimize the product portfolio, make strategic decisions about resource allocation and ensure that each product contributes to the program’s goals. One key aspect of program management in product management is identifying synergies between products. 

Program managers can drive innovation and efficiency across the portfolio by leveraging shared technologies, customer insights, or market trends. This approach enables organizations to respond quickly to changing market conditions, seize emerging opportunities and maintain a competitive advantage. Product managers, in turn, use these insights to shape the direction of individual products.

Moreover, programs in product management facilitate cross-functional collaboration and knowledge sharing. Program managers foster a holistic understanding of customer needs and market dynamics by bringing together teams from various departments, such as engineering, marketing and sales.

Product managers also play a crucial role in this collaborative approach, ensuring that all stakeholders work towards common goals, ultimately leading to more successful product launches and enhanced customer satisfaction.

Dig deeper: Understanding different product roles in marketing technology acquisition

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Programs in project management

In project management, programs provide a structured approach for managing related projects as a unified entity, supporting broader strategic objectives. Project managers are responsible for planning, executing and closing individual projects within a program. They focus on specific deliverables, timelines and budgets. 

On the other hand, program managers oversee these projects’ coordination, dependencies and outcomes, ensuring they collectively deliver the desired benefits and align with the organization’s strategic goals.

A typical example of a program in project management is a martech stack optimization initiative. Such a program may involve integrating marketing technology tools and platforms, implementing customer data management systems and training employees on the updated technologies. Project managers would be responsible for the day-to-day management of each project. 

In contrast, the program manager ensures a cohesive approach, minimizes disruptions and realizes the full potential of the martech investments to improve marketing efficiency, personalization and ROI.

The benefits of program management in project management are numerous. Program managers help organizations prioritize initiatives that deliver the greatest value by aligning projects with strategic objectives. They also identify and mitigate risks that span multiple projects, ensuring that issues in one area don’t derail the entire program. Project managers, in turn, benefit from this oversight and guidance, as they can focus on successfully executing their projects.

Additionally, program management enables efficient resource allocation, as skills and expertise can be shared across projects, reducing duplication of effort and maximizing value. Project managers can leverage these resources and collaborate with other project teams to achieve their objectives more effectively.

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Dig deeper: Combining martech projects: 5 questions to ask

Programs in marketing operations

In marketing operations, programs play a vital role in integrating and managing various marketing activities to achieve overarching goals. Marketing programs encompass multiple initiatives, such as advertising, content marketing, social media and event planning. Organizations ensure consistent messaging, strategic alignment, and measurable results by managing these activities as a cohesive program.

In marketing operations, various roles, such as MOps managers, campaign managers, content managers, digital marketing managers and analytics managers, collaborate to develop and execute comprehensive marketing plans that support the organization’s business objectives. 

These professionals work closely with cross-functional teams, including creative, analytics and sales, to ensure that all marketing efforts are coordinated and optimized for maximum impact. This involves setting clear goals, defining key performance indicators (KPIs) and continuously monitoring and adjusting strategies based on data-driven insights.

One of the primary benefits of a programmatic approach in marketing operations is maintaining a consistent brand voice and message across all channels. By establishing guidelines and standards for content creation, visual design and customer interactions, marketing teams ensure that the brand’s identity remains cohesive and recognizable. This consistency builds customer trust, reinforces brand loyalty and drives business growth.

Programs in marketing operations enable organizations to take a holistic approach to customer engagement. By analyzing customer data and feedback across various touchpoints, marketing professionals can identify opportunities for improvement and develop targeted strategies to enhance the customer experience. This customer-centric approach leads to increased satisfaction, higher retention rates and more effective marketing investments.

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Dig deeper: Mastering the art of goal setting in marketing operations

Embracing the power of programs for long-term success

We’ve explored how programs enable marketing organizations to drive strategic success and create lasting impact by aligning diverse initiatives across product management, project management and marketing operations. 

  • Product management programs facilitate cross-functional collaboration and ensure alignment with market demands. 
  • In project management, they provide a structured approach for managing related projects and mitigating risks. 
  • In marketing operations, programs enable consistent messaging and a customer-centric approach to engagement.

Program managers play a vital role in maintaining strategic alignment, continuously assessing progress and adapting to changes in the business environment. Keeping programs aligned with long-term objectives maximizes ROI and drives sustainable growth.

Organizations that invest in developing strong program management capabilities will be better positioned to optimize resources, foster innovation and achieve their long-term goals.



As a CMO or marketing leader, it is important to recognize the strategic value of programs and champion their adoption across your organization. By aligning efforts across various domains, you can unlock the full potential of your initiatives and drive meaningful results. Try it, you’ll like it.

Fuel for your marketing strategy.

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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

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2 Ways to Take Back the Power in Your Business: Part 2

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2 Ways to Take Back the Power in Your Business: Part 2

2 Ways to Take Back the Power in Your Business

Before we dive into the second way to assume power in your business, let’s revisit Part 1. 

Who informs your marketing strategy? 

YOU, with your carefully curated strategy informed by data and deep knowledge of your brand and audience? Or any of the 3 Cs below? 

  • Competitors: Their advertising and digital presence and seemingly never-ending budgets consume the landscape.
  • Colleagues: Their tried-and-true proven tactics or lessons learned.
  • Customers: Their calls, requests, and ideas. 

Considering any of the above is not bad, in fact, it can be very wise! However, listening quickly becomes devastating if it lends to their running our business or marketing department. 

It’s time we move from defense to offense, sitting in the driver’s seat rather than allowing any of the 3 Cs to control. 

It is one thing to learn from and entirely another to be controlled by. 

In Part 1, we explored how knowing what we want is critical to regaining power.

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1) Knowing what you want protects the bottom line.

2) Knowing what you want protects you from the 3 Cs. 

3) Knowing what you want protects you from running on auto-pilot.

You can read Part 1 here; in the meantime, let’s dive in! 

How to Regain Control of Your Business: Knowing Who You Are

Vertical alignment is a favorite concept of mine, coined over the last two years throughout my personal journey of knowing self. 

Consider the diagram below.

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Vertical alignment is the state of internal being centered with who you are at your core. 

Horizontal alignment is the state of external doing engaged with the world around you.

In a state of vertical alignment, your business operates from its core center, predicated on its mission, values, and brand. It is authentic and confident and cuts through the noise because it is entirely unique from every competitor in the market. 

From this vertical alignment, your business is positioned for horizontal alignment to fulfill the integrity of its intended services, instituted processes, and promised results. 

A strong brand is not only differentiated in the market by its vertical alignment but delivers consistently and reliably in terms of its products, offerings, and services and also in terms of the customer experience by its horizontal alignment. 

Let’s examine what knowing who you are looks like in application, as well as some habits to implement with your team to strengthen vertical alignment. 

1) Knowing who You are Protects You from Horizontal Voices. 

The strength of “Who We Are” predicates the ability to maintain vertical alignment when something threatens your stability. When a colleague proposes a tactic that is not aligned with your values. When the customer comes calling with ideas that will knock you off course as bandwidth is limited or the budget is tight. 

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I was on a call with a gal from my Mastermind when I mentioned a retreat I am excited to launch in the coming months. 

I shared that I was considering its positioning, given its curriculum is rooted in emotional intelligence (EQ) to inform personal brand development. The retreat serves C-Suite, but as EQ is not a common conversation among this audience, I was considering the best positioning. 

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She advised, “Sell them solely on the business aspects, and then sneak attack with the EQ when they’re at the retreat!” 

At first blush, it sounds reasonable. After all, there’s a reason why the phrase, “Sell the people what they want, give them what they need,” is popular.

Horizontal advice and counsel can produce a wealth of knowledge. However, we must always approach the horizontal landscape – the external – powered by vertical alignment – centered internally with the core of who we are. 

Upon considering my values of who I am and the vision of what I want for this event, I realized the lack of transparency is not in alignment with my values nor setting the right expectations for the experience.

Sure, maybe I would get more sales; however, my bottom line — what I want — is not just sales. I want transformation on an emotional level. I want C-Suite execs to leave powered from a place of emotional intelligence to decrease decisions made out of alignment with who they are or executing tactics rooted in guilt, not vision. 

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Ultimately, one of my core values is authenticity, and I must make business decisions accordingly. 

2) Knowing who You are Protects You from Reactivity.

Operating from vertical alignment maintains focus on the bottom line and the strategy to achieve it. From this position, you are protected from reacting to the horizontal pressures of the 3 Cs: Competitors, Colleagues, and Customers. 

This does not mean you do not adjust tactics or learn. 

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However, your approach to adjustments is proactive direction, not reactive deviations. To do this, consider the following questions:

First: How does their (any one of the 3 Cs) tactic measure against my proven track record of success?

If your colleague promotes adding newsletters to your strategy, lean in and ask, “Why?” 

  • What are their outcomes? 
  • What metrics are they tracking for success? 
  • What is their bottom line against yours? 
  • How do newsletters fit into their strategy and stage(s) of the customer journey? 

Always consider your historical track record of success first and foremost. 

Have you tried newsletters in the past? Is their audience different from yours? Why are newsletters good for them when they did not prove profitable for you? 

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Operate with your head up and your eyes open. 

Maintain focus on your bottom line and ask questions. Revisit your data, and don’t just take their word for it. 

2. Am I allocating time in my schedule?

I had coffee with the former CEO of Jiffy Lube, who built the empire that it is today. 

He could not emphasize more how critical it is to allocate time for thinking. Just being — not doing — and thinking about your business or department. 

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Especially for senior leaders or business owners, but even still for junior staff. 

The time and space to be fosters creative thinking, new ideas, and energy. Some of my best campaigns are conjured on a walk or in the shower. 

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Kasim Aslam, founder of the world’s #1 Google Ads agency and a dear friend of mine, is a machine when it comes to hacks and habits. He encouraged me to take an audit of my calendar over the last 30 days to assess how I spend time. 

“Create three buckets,” he said. “Organize them by the following:

  • Tasks that Generate Revenue
  • Tasks that Cost Me Money
  • Tasks that Didn’t Earn Anything”

He and I chatted after I completed this exercise, and I added one to the list: Tasks that are Life-Giving. 

Friends — if we are running empty, exhausted, or emotionally depleted, our creative and strategic wherewithal will be significantly diminished. We are holistic creatures and, therefore, must nurture our mind, body, soul, and spirit to maintain optimum capacity for impact. 

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I shared this hack with a friend of mine. Not only did she identify meetings that were costing her money and thus needed to be eliminated, but she also identified that particular meetings could actually turn revenue-generating! She spent a good amount of time each month facilitating introductions; now, she is adding Strategic Partnerships to her suite of services. 


ACTION: Analyze your calendar’s last 30-60 days against the list above. 

Include what is life-giving! 

How are you spending your time? What is the data showing you? Are you on the path to achieving what you want and living in alignment with who you want to be?

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Share with your team or business partner for the purpose of accountability, and implement practical changes accordingly. 


Finally, remember: If you will not protect your time, no one else will. 

3) Knowing who You are Protects You from Lack. 

“What are you proud of?” someone asked me last year. 

“Nothing!” I reply too quickly. “I know I’m not living up to my potential or operating in the full capacity I could be.” 

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They looked at me in shock. “You need to read The Gap And The Gain.”

I silently rolled my eyes.

I already knew the premise of the book, or I thought I did. I mused: My vision is so big, and I have so much to accomplish. The thought of solely focusing on “my wins” sounded like an excuse to abdicate personal responsibility. 

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But I acquiesced. 

The premise of this book is to measure one’s self from where they started and the success from that place to where they are today — the gains — rather than from where they hope to get and the seemingly never-ending distance — the gap.

Ultimately, Dr. Benjamin Hardy and Dan Sullivan encourage changing perspectives to assign success, considering the starting point rather than the destination.

The book opens with the following story:

Dan Jensen was an Olympic speed skater, notably the fastest in the world. But in each game spanning a decade, Jansen could not catch a break. “Flukes” — even tragedy with the death of his sister in the early morning of the 1988 Olympics — continued to disrupt the prediction of him being favored as the winner. 

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The 1994 Olympics were the last of his career. He had one more shot.

Preceding his last Olympics in 1994, Jansen adjusted his mindset. He focused on every single person who invested in him, leading to this moment. He considered just how very lucky he was to even participate in the first place. He thought about his love for the sport itself, all of which led to an overwhelming realization of just how much he had gained throughout his life.

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He raced the 1994 Olympic games differently, as his mindset powering every stride was one of confidence and gratitude — predicated on the gains rather than the gap in his life. 

This race secured him his first and only gold medal and broke a world record, simultaneously proving one of the most emotional wins in Olympic history. 

Friends, knowing who we are on the personal and professional level, can protect us from those voices of shame or guilt that creep in. 


PERSONAL ACTION: Create two columns. On one side, create a list of where you were when you started your business or your position at your company. Include skills and networks and even feelings about where you were in life. On the other side, outline where you are today. 

Look at how far you’ve come. 

COMPANY ACTION: Implement a quarterly meeting to review the past three months. Where did you start? Where are you now? 

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Celebrate the gain!

Only from this place of gain mindset, can you create goals for the next quarter predicated on where you are today.


Ultimately, my hope for you is that you deliver exceptional and memorable experiences laced with empathy toward the customer (horizontally aligned) yet powered by the authenticity of the brand (vertically aligned). 

Aligning vertically maintains our focus on the bottom line and powers horizontal fulfillment. 

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Granted, there will be strategic times and seasons for adjustment; however, these changes are to be made on the heels of consulting who we are as a brand — not in reaction to the horizontal landscape of what is the latest and greatest in the industry. 

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In Conclusion…

Taking back control of your business and marketing strategies requires a conscious effort to resist external pressures and realign with what you want and who you are.

Final thoughts as we wrap up: 

First, identify the root issue(s).

Consider which of the 3 Cs holds the most power: be it competition, colleagues, or customers.

Second, align vertically.

Vertical alignment facilitates individuality in the market and ensures you — and I — stand out and shine while serving our customers well. 

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Third, keep the bottom line in view.

Implement a routine that keeps you and your team focused on what matters most, and then create the cascading strategy necessary to accomplish it. 

Fourth, maintain your mindsets.

Who You Are includes values for the internal culture. Guide your team in acknowledging the progress made along the way and embracing the gains to operate from a position of strength and confidence.

Fifth, maintain humility.

I cannot emphasize enough the importance of humility and being open to what others are doing. However, horizontal alignment must come after vertical alignment. Otherwise, we will be at the mercy of the whims and fads of everyone around us. Humility allows us to be open to external inputs and vertically aligned at the same time.

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Buckle up, friends! It’s time to take back the wheel and drive our businesses forward. 

The power lies with you and me.


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MARKETING

Roundel Media Studio: What to Expect From Target’s New Self-Service Platform

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Commerce


By Tinuiti Team

Roundel™ Media Studio (RMS) has arrived, revolutionizing Target’s advertising game. This self-service platform offers seamless activation, management, and analysis of Target Product Ads, with more solutions on the horizon.

Powered by first-party data from both in-store and online shoppers, RMS provides new audience insights. Coupled with Target’s new loyalty program, Circle 360, advertisers gain precision targeting like never before.

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But Target isn’t stopping there. With the rollout of a paid membership program on April 7th, bundling Target Circle, the Circle Card, and Shipt delivery, Target is elevating its media and membership offerings to rival the likes of Walmart and Amazon.

Curious to learn more? We sat down with our experts at Tinuiti to dive deeper into the potential implications of this platform for brands and advertisers alike.

What is Roundel Media Studio?

Roundel™ Media Studio is an integrated platform that consolidates various solutions and tools offered by Roundel™. At its core, it kicks off with our sponsored product ads, known as Target Product Ads by Roundel™.

example of target roundel ad
Example of Target Product Ads by Roundel™
Image Source: Target.com

This comprehensive platform grants access to the complete range of Target Product Ad placements, featuring tailored slots like “More to Consider” and “Frequently Bought Together” to enhance relevance and personalization.

Moreover, Roundel™ Media Studio operates without any DSP or access fees for Target Product Ads, ensuring that your media budget is optimized to deliver greater efficiency, more clicks, and ultimately, increased sales.

“One of the larger benefits of the transition is that advertisers have an opportunity to capitalize on the additional dollars saved by switching to RMS. Without the 20% fee, brands can re-invest those funds to scale campaigns or optimize budgets, all without having to allocate more funds which drives better results. Roundel™ is putting more control in the hands of advertisers by introducing this new self-service platform.”

– Averie Lynch, Specialist, Strategic Services at Tinuiti

To summarize, key benefits of using RMS include:

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  • No Access or DSP Fees
  • All Target Product Ads Inventory
  • 1st Price Auction with Existing Floor Prices
  • Closed Loop Sales & Attribution
  • Billing via Criteo Insertion Order
  • Access Using Partners Online

How to access Roundel Media Studio 

According to Target, there’s 3 steps to access Roundel™ Media Studio:

Step 1. Check that you have a Partners Online (POL) account for access. Don’t have one? Reach out to your POL admin to get set up with an account (reach out if you need help locating your organization’s admin). 

Step 2. Once you have gotten access to POL, reach out to your Roundel representative who will grant you access to the platform. 

Step 3. Users can access Roundel™ Media Studio in 2 ways:

Roundel Media Studio Best Practices

Target offers a variety of tips on how to best leverage their latest offering to drive performance. 

Let’s take a look at the latest best practices for strategies such as maximizing efficiency or driving sales revenue. 

Recommended bidding tactics for maximizing efficiency:

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  • Set your line-item optimizer to Revenue for the highest return on ad spend (ROAS) or to Conversions for the lowest Cost per Order (CPO).
  • Since the Revenue and Conversions optimizers modulate the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay. The CPC cap should always remain at least 30% above the bid you enter to allow the engine to optimize effectively.
  • Set your bids competitively to balance scale and performance (ROAS or CPO) targets.
  • Optimize bids with respect to your CPO targets: lower CPCs slightly to increase efficiency, or raise them to increase scale

Recommended bidding tactics for maximizing sales revenue:

  • Set the line-item optimizer to Revenue.
  • Set bids to maximize scale and competitiveness while staying above KPI thresholds. Since the Revenue optimizer modulates the CPC you enter to maximize performance, it is useful to set a CPC cap to make sure that your bid will not exceed the maximum amount you wish to pay.
  • Adjust your bids progressively and preferably at the product level: filter the top products by Spend and then slightly reduce any bids that have a ROAS below your threshold.
  • In general, slightly lower CPC to increase efficiency or raise CPC to increase win rates and therefore increase sell-through.

Takeaways & Next Steps

This is just the start for RMS. In the future, Tinuiti will continue its partnership with Roundel to refine features and introduce additional ad types and functionalities.

When exploring any new advertising opportunity, the best results are typically realized when partnering with a performance marketing agency that understands the unique landscape. Our team boasts years of hands-on experience advertising in new and established marketplaces, including Amazon, Walmart, and Target. Working directly with Roundel, we ensure our clients’ ads harness the full functionality and features Target has to offer, with results-oriented scalability baked in.

Ready to learn more about how we can help your brand? Reach out to us today!

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