EY announces Jessica Hawthorne-Castro of Hawthorne Advertising as Entrepreneur Of The Year® 2019 Award winner in Greater Los Angeles
Videos are a common form of content these days, with “explainer” videos being particularly popular. While many of us like to think that it’s a piece of cake to create good video content, it’s just not that easy. Thought and planning need to go into explainer videos in order to make them most effective and to reach the right audience. So, when you’re getting ready to plan out your next explainer video, look to this list of things to remember from 14 Forbes Agency Council experts. 1. Follow Monroe’s Sequence Explainer videos seek to teach and motivate. Monroe’s motivated sequence provides a simple structure for the video. Open by gaining attention and reassure viewers by stating your purpose. Next, connect with the audience by identifying the need for the solution you’re about to show. Then, demonstrate the solution. Finally, close by visualizing the benefits, not the features, the solution offers.
From the Los Angeles Times: August 11, 2019 Jessica Hawthorne-Castro, 40, is chairwoman and chief executive of Hawthorne Direct, an 85-employee advertising agency that uses “neuromarketing” to generate a stronger and quicker response from consumers. This year, Hawthorne-Castro was the winner in the transformational leader category of the EY Entrepreneur of the Year Awards of Greater Los Angeles. Hawthorne Direct’s clients include Apple, Nissan, Spectrum Business, Children’s Hospital of Los Angeles and the U.S. Navy. Rocket science Marketers have always tried to tap into consumers’ subconscious, Hawthorne-Castro said, but her company uses neuroscience to enhance campaigns so that they are more likely to resonate with the audience and employs detailed analytics to measure what is working. “Neuroscience aims to go beyond figuring out what people want or like and dives into the underlying forces that shape consumer decision making,” Hawthorne-Castro said. For instance, she said, neuroscience explains that testimontials work
AR and VR aren’t just for tech industries anymore. This technology is branching out into other sectors, so the impact of VR and AR will be widespread. Within the agency and marketing industries, there are many ways that this tech could be and is being used. Some ideas may be further off than others, but it’s a good idea to keep up with the potential and current trends. We’ve asked 11 experts from Forbes Agency Council to share the top impacts of VR and AR that they have seen or think they will see within the agency and marketing sectors. See what they have to say here. 1. Impact In Selling Experiences Marketing professionals have to be on the cutting edge of tech innovations in order to spot opportunities for their clients. AR and VR can make a big difference for businesses that sell experiences. Whether it’s a hotel, an
Agencies know how to market, but they often forget to do the same with their own company. It’s imperative that agencies remember to market themselves; otherwise how will they get more clients and continue to be successful? While this seems like an easy thing to, it can be difficult to set aside time for these sorts of tasks. We’ve asked 14 Forbes Agency Council experts to share their best tips for how agencies can market and promote themselves. See their suggestions below. 1. Make Yourself A Client It’s incredibly challenging to prioritize “unpaid” work over paid work. However, it’s imperative to keep marketing yourself or there won’t be any more paid work! One of the best ways we’ve achieved this is by making ourselves a client. Schedule meetings with team members to brainstorm and don’t reschedule them. Then, schedule the work in the weekly schedule along with all other paid
Customers now are all about giving their business to companies they can trust and that they feel are authentic. In order to build that trust, you have to engage with your audience in a way that also builds your authenticity. While it may be tempting to look at what other companies have done, you have to make sure that you stay true to your company; otherwise you are going to ruin whatever trust you’ve built. To help you with this important task, we’ve asked 12 experts from Forbes Agency Council to share what your business should do to project authenticity and build good relationships with consumers. 1. Be Careful What You Automate There’s a fine line to walk with automation. As a business, you have to automate some communication to keep up with the digital pace of competitors, but choose wisely. Having human moments within your funnels will counteract the