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Shopify this week launched a new shoppable content feature, Shopify Collabs, which aims to connect creators with the pla...
25/08/2022

Shopify this week launched a new shoppable content feature, Shopify Collabs, which aims to connect creators with the platform’s millions of merchants, according to a press release.
The tool is intended to match creators and merchants together with a focus on passions and sensibilities, helping one another capitalize off of their respective careers and further emphasizes the role shoppable content holds as a marketing tactic.
The new feature follows other efforts by Shopify to distinguish itself in the shoppable content space as platforms like TikTok grow and comes as the company faces a slowdown in the number of new merchants being added.

Carl’s Jr. and Hardee’s teamed with Twitch on a series of sponsored livestreams around a new menu item, according to a p...
23/08/2022

Carl’s Jr. and Hardee’s teamed with Twitch on a series of sponsored livestreams around a new menu item, according to a press release.
The CKE Restaurants brands polled social media followers over the past several weeks about their favorite ingredients. The findings laid the groundwork for a Culinary Showdown livestream on Aug. 22 where Twitch partner Storymodebae and CKE Chef Owen Klein will devise limited-run menu items based on the results.
Following that event, Carl’s Jr. and Hardee’s are supporting weekly livestreams from other creators who will taste-test the creations and ask viewers to vote on their favorites. A final stream on Oct. 24 with Storymodebae asks Twitch chat to decode clues that uncover the winning offering, which will be sold in two select markets.

Pepsi launched a national contest today (Aug. 18) to give away one Pepsi Gametime Fridge TV, a 55-inch TV with a built-i...
23/08/2022

Pepsi launched a national contest today (Aug. 18) to give away one Pepsi Gametime Fridge TV, a 55-inch TV with a built-in, 16-can mini-fridge, to promote its Pepsi Zero Sugar beverage and amp up NFL fans ahead of the upcoming season, per details shared with Marketing Dive.
The novelty product pokes fun at the dilemma sports fans face when leaving the couch mid-game for a drink. To enter the giveaway, entrants must share who they will be watching football with this season using the hashtags and on Twitter or Instagram. The contest will close Aug. 20.
The contest ties into Pepsi’s “Better with Pepsi” platform and precedes two national TV spots that demonstrate how Pepsi will continue its NFL relationship, despite no longer sponsoring the Super Bowl

How often do “I” statements justify marketing decisions? As it turns out, fairly often. It is well established that mark...
22/08/2022

How often do “I” statements justify marketing decisions? As it turns out, fairly often. It is well established that marketers tend to project their own preferences onto target consumers’ preferences regarding new products or features. This phenomenon is referred to as the “false consensus effect,” which is one of the most prevalent biases studied in psychology. Most marketing executives are aware of this effect and admit that they frequently fall prey to it. Multiple remedies have been suggested to combat such bias in decision making. Managers typically try to eliminate the false consensus effect by deliberately ignoring (or “suppressing”) their own preferences when making marketing decisions based on consumer preferences. Some try to bolster their access to “objective” information for decision making by acquiring related market research. However, how effective is suppressing marketing managers’ personal preferences in reducing the false consensus effect?

The use of co-branding and brand extension strategies to access new markets (and potentially attract a larger brand audi...
22/08/2022

The use of co-branding and brand extension strategies to access new markets (and potentially attract a larger brand audience) has grown significantly in the past few decades. The recent co-branding deal between Starbucks and Spotify—two seemingly unrelated brands—shows that mashing up two bona fide brands, especially those in diverse industries, can be a lucrative marketing strategy. By providing premium coffee-shop music, Starbucks incentivized Spotify users to join its loyalty program. In return, Spotify grew its user base by leveraging Starbucks’ offer of a free coffee for joining the music streaming service.

Understanding a customer’s behavior is crucial for a firm in allocating its resources in customer segmentation and promo...
22/08/2022

Understanding a customer’s behavior is crucial for a firm in allocating its resources in customer segmentation and promotion targeting. Therefore, marketing scholars have spent extensive time in developing models to predict the prospective relationship between a firm and its customers. However, these models share one major disadvantage: they require multiple observations for the same customer. In other words, existing customer relationship management (CRM) models only work for repeated customers and miss out on first-time users. Firms, therefore, are constrained in designing an optimal plan to manage their relationships with these newly acquired customers.

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