Como a lógica dos caça-níqueis afeta a experiência (e o bolso) dos jogadores
> LEIA MAIS: Braincast 253 – As microtransações estão arruinando os videogames?
Executive producer Amy Miranda founded Toronto-based creative services company Lunch in 2009, following stints at TAXI and Grip Limited, offering advertising, marketing and content production services. Lunch has worked with brands including Paramount Pictures, Red Bull, Clorox of Canada, Brita Canada, Pee-wee Herman and Nickelodeon, as well as a number of agencies.
Now Miranda is launching Lunch 2.0 with an all-female creative leadership team.
In addition to Miranda, the leadership team includes: documentary filmmaker, writer, and educator Chanda? ?Chevannes as factual content lead; Natalie? ?Urquhart, who worked as an associate producer on NBCUniversal’s Suits, joins as narrative content lead; executive producer Jen Mete will serve as integrated and experiential lead; Stripe & Crane Consulting founder, managing director Elaine Li joins as strategy and media lead; painter Sasha Pierce will serve as fine art lead, Tornto based artist Irene? ?Angelopoulos will serve as illustration and animation lead and Gloria? ?Ui? ?Young? ?Kim and Avery? ?Plewes will both serve as creative leads.
“Lunch is almost 9 years old and part of the model has been really being agile and being able to reinvent ourselves and form almost like Voltron around our clients based on what they need,” Miranda said in a statement. “However, this year was different, for a number of reasons. A lot of systems are proving to be ineffective in the world right now. Right down to capitalism and how businesses are run, and the political climate has definitely had an impact on how everyone is feeling, so I noticed it was taking a toll on our creators, both women and men.”
“We have always done business differently and been transparent with how we work, but I think a lot of things were spelled out this year. The inequality, the lack of diversity, the issues with the standard model of business. Advertising has always been a business that has been male dominant and this year I started to really notice it more and more, and it caused me to look at what we do, and how we do it. Same goes for the business side,” she added. “I started to think about the whole model. How could I adjust to not only give more women more opportunity but how could I also change the model to benefit the creators making the magic happen.”
“I’ve had a lot of relationships with female creative leadership, but I’ve always been the one at the helm at Lunch. So I started to look at my own teams and whether I was doing the best I could, and I realized I could do better,” Miranda added. “However I’ve also always been a huge supporter of being transparent and fair with our teams and creators…So not only did I want to reinvent the model to do what I could to lead the charge with putting an all female leadership team together to lead different verticals, I also wanted to make the model more attractive because with talent there’s attrition. ”
In addition to its all-female leadership team, Miranda said that the new model also provides senior creatives and leadership “the ability to benefit from the work they attract and bring in. I was compelled to put a stake in the ground, not just for us but for the industry. To say, here’s a way to do it. I felt a compulsion to do something that would hopefully inspire others to think the same way.”
“I also wanted to do something about the amount of creative content being produced for women, that is not being produced by women. Sometimes women aren’t even touching the work yet it’s being made for them as consumers,” she added.
Lunch 2.0 also includes a “code of conduct on the #MeToo movement,” of which Miranda said, “I am a survivor myself and do work with women recovering so it was also a personal commitment from me, that I was going to provide a safe space for everyone. Our male collaborators have been incredibly supportive, when I shared with them what I was planning to do, their response was ‘Great!’.”
Illinois-based Ulta Beauty store chain has concluded a review launched earlier this year by naming McCann New York and MullenLowe Mediahub as its creative and media agencies of record.
The announcement comes just a few days after the company opened its first New York City location on Manhattan’s Upper East Side (natch) that BuzzFeed described as “a stone’s throw” from its rival Sephora.
These are the latest in a series of moves by which the company, which has more than 1,000 locations across the U.S., to compete more aggressively with comparable cosmetics chains like Sephora, Dior and NYX. Its secret, according to a 2015 strategy led by CEO Mary Dillon, was more advertising—specifically spots on shows like The Voice and Dancing With the Stars.
MullenLowe Boston and North Carolina won the creative and media sides of the business in a mid-2014 review, and the business stayed within the IPG network after the latest pitch.
“It’s our view that Ulta Beauty is a brand that has a huge role to play in culture today,” said Devika Bulchandani, president of McCann New York. The agency plans to launch a “platform-agnostic” campaign to prove that point in late 2018.
Ulta’s rise has been significant enough to attract a bit of the old #fakenews. Earlier this year, several outlets aggregated claims that Sephora would be buying and liquidating Ulta thanks to the nefarious influence of … a bogus ad for skincare products masquerading as a People magazine article.
According to Kantar Media as quoted by AdAge, Ulta spent around $50 million on paid placements in 2016. McCann has worked with fellow beauty brand L’Oreal for several years.
Every year, Mercedes-Benz Trucks Poland prepares one of its trucks as a demonstration car (Show Truck) which is presented at motoring events. An independent polish ad agency – Grandes Kochonos Digital has decided to rearrange the exterior of the car in a futuristic-cosmic convention, highlighting the technological advancement of the Mercedes-Benz Actros. The starting point for the artist involved in the project – Alek Morawski aka Lis Kula – was the name of the cabin – Giga Space. “The great beasts in space” created by the artist symbolize not only the space of the car, but also the power that it hides under its hood. The whole project was made using spray paint (as a primer) and acrylic based markers (for details).
With the approach of winter, Regione Lazio, an Italian regional institution, invites to get a vaccination against flu and seasonal ills.
With the approach of winter, Regione Lazio, an Italian regional institution, invites to get a vaccination against flu and seasonal ills.
Painting is all about sharing emotions. Through the journey of a painter into a dreamworld of colors and matters, the viewer is invited to live this moment when the painter stops to think to actually feel.
In order to show people around the world the importance of recycling, we created the first trash funding project in the world. A project where people could donate their trash in order to build a city made entirely of trash for refugees without house.
Last Friday, it was reported that Chinese company Bytedance is acquiring social video app Musical.ly for $800 million to $1 billion.
Musical.ly is an app that lets users upload short-form music videos, with reported users ranging from 60 million (TechCrunch) to 200 million (Digiday). Musical.ly has been on my radar as an up-and-comer with potential for being the next Snapchat or Vine. Ask anyone who knows a tween with a smartphone and chances are, they love Musical.ly. So the acquisition news is not a surprise in a space where companies like Facebook often buy or copy their competition.
What caught my attention was the valuation. Musical.ly is not in the same consideration set as Facebook, Instagram, Twitter and YouTube. On the face of it, this acquisition seems expensive, and my first thought was how crazy that price was.
Forget what you think you know about millennials — they are now a group that spans 25 years and the upper tier is reaching adulthood, says Lucie Green, worldwide director of JWT Intelligence, at Ad Age’s Next Conference. Here, she discusses some misconceptions and stereotypes about the demographic.
Donald Trump has hurt the U.S. global brand image significantly, dropping it in a year from No. 1 to No. 6 in the overall ranking of 50 countries, according to the just-released Anholt-GfK Nation Brands Index.
The U.S. was the only country in the study to see its overall Index score decline this year. That decline came mainly from the “governance” ranking in the survey, where the U.S. fell from No. 19 last year to No. 23 this year.
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German telecommunications giant Deutsche Telekom is rolling out a new media operating model in Europe that takes the strategy portion in-house and farms out other media tasks to different agencies, calling it a “radical redefinition” of its media management approach. But it says it won’t have any implications on how subsidiary T-Mobile U.S. handles its own media.
The company said it last did a major, open media pitch over a decade ago, and has worked with GroupM agencies in Europe since then. When it decided to run another pitch last year, it realized how much the media world had changed, and decided it would look for a new kind of model, says Christian Hahn, VP of Marketing, Communications Strategy at Deutsche Telekom.
The company has broken up its media processes into five “Lots”: media strategy and steering; media analytics services; campaign planning and buying services; programmatic buying operation services; and search advertising and affiliate marketing services.
Every weekday, we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than seven million smart TVs. The ads here ran on national TV for the first time yesterday.
A few highlights: Fruit of the Loom really, really wants you to stick “Fruit of the Loom” at the top of your holiday shopping list. Rob Riggle crashes a Most Interesting Man in the World commercial that’s part of Dos Equis’ continuing Most Interesting Fan of College Football campaign. And two muscle-bound “bros” get very excited about Boost Mobile’s “BOGO Free Phone” deal.
If you run a WordPress eCommerce website, your main goal is likely to convert as many sales as possible. However, there is a big difference between forging strong relationships with loyal customers and simply throwing marketing strategies at whomever will take the bait.
Because in the end, the stronger the ties you have with your loyal customer base, the longer they will remain faithful to your brand. In fact, 94% of companies see “higher engagement and conversions rates” with a dedication to customer service.
This is because ultimately, those that cater to their customers in a more personalized way – think effortless shopping experiences, convenience, and excellent product inventory-will experience an increase in sales as a result.
As an eCommerce shop owner, it is your job to implement as many actionable steps as you can to bring more people to your website. From there, you must entice them down your site’s sales funnel. And of course, you should aim to encourage customers to finalize their transactions at the end of the funnel, so you can bring in additional revenue.
But how do you go about fostering sales conversions?
If you are unsure about how to cater to future customers, as well as retain current ones, and convert more sales in the process, keep reading. Today we will examine some of the best strategies you can put into action right now to help boost sales conversions in your online store.
1. Have a Solid Foundation
The first thing you should do to help convert more sales, is build a solid eCommerce shop using a high quality eCommerce platform such as Shopify. Doing this will guarantee the foundation of your online shop in terms of design and functionality.
Your eCommerce website should have the following traits if you want to ensure a good user experience:
– Easy user navigation
– A smooth checkout process
– Adequate branding
– Proper design to match the brand and product base
– Promotional opportunities for upsells and cross sells
– Stunning product images
– An easy to use search function
If by chance you do not want to use an all-in-one eCommerce platform like Shopify, you can always create a WordPress website from scratch. You can utilize the design that comes withWordPress compatible themes, make use of a WordPress eCommerce plugin, and take advantage of the built-in blogging functionality.
And, speaking of blogs, your eCommerce shop should have a dedicated blog section for educating, entertaining, and informing your customers about your business, products and services, and special deals you are running for loyal followers.
2. Offer Coupons or Discounts
Offering your customers exclusive discounts or coupons to use on their current purchases will entice them to finalize their transactions. These coupons can offer specific amounts off a total purchase or provide a discounted percentage. Either way, customers will feel they are getting a deal and you will secure a sale.
A great way to make it known that you offer regular coupons to loyal customers is to have a dedicated section, much like your blog, just for coupons. A good example is seen here, on WPKube. Though the coupons offered here are not directly related to eCommerce transactions made on this specific website, it is an exceptional example of how to create a dedicated coupon section.
3. Make the Checkout Process Easy
With abandoned shopping cart rates nearing 70%, it is important you focus on how to avoid customers backing out at the last minute from their purchasing decisions.
Evaluate your checkout process and make sure it is as simple as possible. Long, complicated steps discourage customers from moving forward. If you must require multiple steps throughout the checkout process, at least consider a breadcrumb trail, such as the one Amazon presents its customers, so users know they are following the right path.
A great way to determine the best checkout process for your customer base is to A/B test until you find the sweet spot that converts the most sales.
4. Provide Live Chat Support
Your customers want to know that they can reach out and get support at any time. This may be through email, phone, or even live chats. In fact, giving your customers access to live chat support provides many benefits:
– Reduce Costs. Live chat support is 17%-30% cheaper than providing phone support.
– Increased Multitasking. Those on live chat support duty can handle multiple chats at a time, which increases your support efficiency.
– Better Customer Service. Offering email or phone support can be helpful, but instant live chat support is more effective and produces an increase in customer satisfaction.
– Company Improvements. By collecting data from live chat sessions, you can better identify your customers’ pain points and make improvements.
– Convenience. Your customers will love the idea of live chat because it is immediate and does not require them to stay on hold or await a response that may or may not be coming.
Lastly, by having live chat sessions available on your eCommerce website, you stand to see an increase in sales. Live chats help answer customer questions and instill more trust in your brand. As a result, potential customers are 20% more likely convert after finishing a satisfactory live chat session.
5. Secure Your Site
Another great technique for instilling trust in your brand, and converting more sales, is to secure your eCommerce site. Your customers need to know that their personal and financial information is safe at all times.
Since data breaches spanning all types of websites, eCommerce included (remember Target?), continue to be an issue, it is crucial you reassure your customers that you are doing everything you can to keep them safe.
Here are some of the best methods you can use to secure your site and make sure your customers are aware their data is safe:
– Get an SSL certificate for your website to prove you have secured all data that passes between your site’s web server and your customer’s browser
– Display credit card images and a PayPal logo to show customers you only accept trusted payment options
– Never store your customer’s credit card data in case a breach occurs
– Implement secure registration logins (if this applies to your online shop)
In the end, securing your website is a great way to show your customers that you are serious about their personal information and take the necessary measures to keep it safe at all times.
Final Thoughts
In the end, all eCommerce website owners should focus on converting more sales. After all, this is how you generate more revenue, expand your audience base, and instill loyalty amongst current customers.
By implementing some of the above-mentioned tips for increasing sales conversions, you are sure to see your success grow. Just remember, what may work for one, may not work for you. That’s why continually evaluating your sales metrics, testing your strategies, and making changes is critical to your eCommerce site’s overall success.
Sky Bet is claiming a gambling industry first with an ad dedicated to promoting responsible gambling.
Havas shrunk by almost 11% in the UK in the last quarter, blaming a fall in spend by major clients such as FMCG giant Unilever and French spirits company Pernod Ricard.
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
