Hawthorne Agency News
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Publicity Campaign

Planning A Publicity Campaign? Here Are Six Things To Consider First

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Original Publication: Forbes

Date Published: February 5, 2019

How your business is perceived by the public has a major impact on sales and customer retention. A well-planned public relations campaign can rally brand supporters together and promote a positive public image. However, a poorly executed publicity stunt can destroy your business’ reputation.

If you’re itching to make a PR move in the near future, consider these tips from Forbes Agency Council before you plan and launch your campaign.

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Growing Unicorns with DRTV

Growing ‘unicorns’ with brand response TV advertising

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By Karla Crawford-Kerr, VP of Marketing, Hawthorne

Original Publication: The Drum

Date of Publication: February 4, 2019

Advertising during the Super Bowl is designed to make a statement. Brands use those premium slots as an opportunity to make people laugh or cry, to take a political stance, but most of all, to make a lasting impression. At $5 million for a 30-second spot,

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How and Why Advertising Dollars

How – And Where – To Maximize Your Advertising Dollars in 2019

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Original Publication: Forbes

Date Published: February 1, 2019

Advertising usually takes up a large percentage of companies’ budgets each year. To stay relevant, businesses cannot solely rely on what they’ve done in the past; they must also utilize up-and-coming platforms and strategies or risk getting lost in the shuffle. This new year is sure to be no exception, with new advertising tools and platforms trending throughout the year.

With so many advertising options to choose from,

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In House Transparency

In-House Transparency: 13 Pros And Cons Of Full Disclosure

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Original Publication: Forbes

Date Published: January 31, 2019

We’re all aware of the importance of transparency in marketing, especially when targeting younger demographics. People want to align not only with your company’s brand, but also your ethos and mission. Lately, the conversation about transparency has turned inward, with some agencies giving their team members full disclosure of the company’s financial well-being, such as revenue, profit and loss, and so on.

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Neuromarketing

How Neuroscience Can Strengthen Marketing Campaigns In 2019

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By Jessica Hawthorne-Castro (YPO Los Angeles)

Original Publication: YPO.Org

Marketing has always relied on tapping into the consumer’s subconscious — how they think, what they do, and why they make certain decisions. The ways of answering these questions, however, have grown more sophisticated over time thanks to advancements in science and technology.

Where marketers used to rely on observation, focus groups and intuition,

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Forbes 15 Challenges

15 Challenges Marketers Faced In 2018 (And What They Learned)

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Original Publication: Forbes

Date Published: January 28, 2019

The marketing landscape is ever-changing, and it can be difficult to keep up. Even if you’ve been in the industry for years, there are always new trends emerging and and methods evolving.

Those who continue learning and growing will never fall too far behind, but that doesn’t mean they won’t face obstacles along the way. Below, 15 members of Forbes Agency Council share the biggest industry challenges they’ve faced this past year and how they plan to use that knowledge moving forward.

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As seen on DRTV

DRTV Lessons from Successful Brand Launches

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By George Leon, Chief Strategy Officer – Hawthorne

Original Publication: New Media and Marketing 

Date of Publication: January 23, 2019

When it comes to capitalizing on direct response television (DRTV) advertising, some of the best advice comes from privately held startups valued at over $1 billion. That’s because they’ve seemingly mastered the use of TV advertising that directly engages consumers, from launch to growth.

Successful brands like Experian,

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Forbes Agency Council

13 Things To Consider When Investing In A Digital Media Platform

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Original Publication: Forbes

Date Published: January 4, 2019

Bloomberg recently reported that Snapchat is experiencing a steady decline in daily users, and its situation isn’t expected to improve any time soon. While Snapchat is certainly far from “dead” – there are still 186 million active daily users, according to Statista — many brands may opt to wait and see if engagement stabilizes before spending precious advertising dollars on the platform.

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Forbes 10 Tips In House

10 Things To Consider Before Bringing Your Agency Work In-House

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Original Publication: Forbes

Date Published: December 19, 2018

As companies grow and gain more confidence in their capabilities, some consider bringing their agency work in-house. Some leaders may be looking for cost savings, while others may believe that no outside agency can truly understand their company as they do themselves. While switching from outsourced to on-staff marketing and PR can give you much more control over the process, it can also be a big risk — especially to those who rush the transition.

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Forbes Agency Podcasts

Eight Tips For Creating More Engaging Podcast Ads

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Original Publication: Forbes

Date Published: December 13, 2018

Podcasts are rapidly growing, with businesses across several industries leveraging the format. According to research, consumers are more receptive to ads on podcasts than on any other medium. As the likelihood of ad spend on podcasts continues to rise, more brands will be looking to differentiate themselves through podcast advertising.

To capitalize on this opportunity, eight Forbes Agency Council members share their tips for creating podcast ads that boost engagement.

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