According to the Census Bureau, about 63% of Americans are white, which means that almost 4 out of 10 Americans are not. Yet the advertising industry consistently delivers messaging intended for all, but not representative of all.
In 2008, Samuel Wurzelbacher became Joe the Plumber, and through his eyes, Republicans effectively used Joe the Plumber to create engaging conversations about a typically dry and uninteresting topic – small business taxes.
Years ago, if you needed the funds for a life-saving surgery, an independent film project, or your new startup, you were largely dependent on the generosity of your family, friends, skeptical investors, and cautious banks. But today, crowdfunding is another option and in 2012, over 2.7 billion dollars was raised via sites such as KickStarter, Indiegogo and GoFundMe. So what makes a campaign successful? What separates the campaigns that reach their goals from those who don’t?
There are a lot of decisions to make when it comes to entering the world of social media and possibly the most perplexing question for business owners, CMOs and marketing departments is…
WHAT DO I SAY?
Fair question! The answer certainly varies by industry, business size, and even by social network. (For example, Facebook is a great place to poll your fans on whether they prefer your strawberry cheesecake to your brownie sundae; Instagram is the perfect place to post a photo of both!) Nevertheless, there are some general best practices that can be applied across all social networks:
A few years ago in a solo protest, I vowed not to shop anywhere that promoted the holiday season before Thanksgiving. And yet as I pumped gas in the balmy, 79 degree LA weather in late October, I spied an inflatable snowman in the store window and sighed in surrender.