Charlie Grinnell 🔎

In my recent workshop at Content Canada, we talked about the Creator Economy from the perspective of traditional entertainment companies, and how they might participate. One approach was to consider your individual series and films as individual creators, each one speaking to and accumulating a specific audience around its subject matter, themes, talent etc. With that mindset in place, suddenly many of the elements of the Creator Economy become more focused and attainable: creating social content that speaks to your audience, developing your engagement strategy, voice and cadence, and accessing one or more monetization opportunities. And you don’t need staggering stats for this to be worthwhile. Remember, a thousand highly engaged followers are more valuable than a million disengaged followers. #creatoreconomy #creators #production #productioncompany #monetization #community #engagement https://lnkd.in/eqgyA4Qw

3

Our local creator talent agency, Rally™ is on a tear recently 🔥 Last month Rally™ Creators made a combined NET total of over $38,780... 11 branded content deals were sold in May with tier 1 brands such as Air Canada, Hellman's, Knorr and DoorDash just to name a few. Here's what makes Rally unique in the market: - We know how to tell powerful brand stories because we've done this for over a decade through Narcity Media Group - The Creators in our roster have extremely high engagement rates (no one has below 5% organic engagement rates) - We have transparent pricing for all creators (no more guessing how much it'll cost) - We can easily tap on guaranteed views and engagements depending on marketing objectives, this means campaigns can scale to really high levels There is still some education to be done in the market to start unlocking bigger buys, but overall buy-in is increasing month over month which we're super happy about. Oh and did I tell you we're about to launch our Community Round on FrontFundr? 👀 Fill out this quick survey to get first access before we launch: https://lnkd.in/e3fb_SPb #rallycreators #creatoreconomy #canadianmedia #influencermarketing

43

3 Comments

For the "go woke, go broke" crowd that permeates through many brands across North America and beyond... ...I'm happy to say that you're wrong. A whopping *75%* of consumers globally say that "diversity and inclusion – or a lack thereof – influence their purchase decisions." This comes from Kantar’s 2024 Brand Inclusion Index - a survey of more than 23,000 people in 18 countries. Valeria Piaggio, Global Head of Diversity, Equity and Inclusion at Kantar, expands on this: "It’s a myth that inclusion marketing is about marketing to minorities. Inclusion marketing is expansive marketing. One of the fundamental ways to grow your brand is to predispose more people to it. Yet when brands exclude consumers – whether that’s because people don’t feel welcomed when shopping in store or their advertising doesn’t reflect diverse communities – it’s an easy miss. Millennials and Gen Z prioritise diversity and inclusion even more than other groups, and as these populations grow in size and buying power these issues will carry more weight. Brands will be rewarded if they stand by their values – especially in the face of vocal communities which stoke the culture wars by pitting minority groups against one another.” So in the wake of so many brands cutting back on their #DEI staff and spend, treating inclusion like a checkbox that can be layered in whenever convenient, or just deprioritizing #DEI to pre-2020-like conditions, this is your wake-up call. It's time to get back on track. Your customers want it. Many are even demanding it. What are you waiting for? #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveBranding #InclusiveAdvertising #InclusiveResearch #InclusionMatters #InclusiveWorkplace #InclusiveCulture

6

The most important trait an entrepreneur can have is the ability to sell.    You have to sell your idea to potential investors, you have to sell your fledgling startup to potential employees who may be hesitant to work for a new company, and you will likely have to literally be the one selling your products or services when you start the business. #Entrepreneurialism --- Need a content strategy? Let's talk. Need a ghostwriter? Tell me about your project. Want a free website audit? Ask me how.

3

*Trigger warning* Imagine prioritizing your own (incorrect) perception of "correct grammar" over how another human being wants to be addressed. This video brings up an important statistic I read recently: ➡️ "Around half of Gen Z adults (48%) and four in ten millennials (42%), compared with fewer Gen Xers (31%), boomers (28%), and members of the Silent Generation (29%), say they would be comfortable with a friend using gender-neutral pronouns." Notice how the younger the generation, the more comfortable they are with gender-neutral pronouns? From a marketing perspective, it's time brands realize that inclusion is inevitable, so you might as well accept it before you fall behind. With all this said, I can't imagine handling this level of bigotry in such a graceful manner as Shivani Dave did. Follow more of their content here: https://lnkd.in/gBdiMb_X Video Source: via IG https://lnkd.in/gnq2csjC Statistics Source: https://lnkd.in/gkQhnEeJ #JEDI #EDI #InclusiveLanguage #InclusiveBrands #InclusiveMarketing #InclusiveAdvertising #InclusionMatters #Pronouns

17

10 Comments

We now know why fast food / snack advertising works best when watching sports. It’s not idiocracy to tell people what they crave during times of anticipation. Ron Gutman tells us targeting is only 1/2 of the story in performance advertising. Now that LLMs can measure emotions in CTV advertising we can understand the other 1/2 and that is timing. If we place ads for ‘craveable’ foods when we are watching programming with high anticipation, you as a viewer will be in a period of low dopamine, and snack foods fill the void. This could work if you are watching suspenseful drama too. It doesn’t work if you’re watching sports highlights and this is why TikTok isn’t great for craveable foods because you are in a high dopamine state. The example was if you watched an as for coca-cola during a basketball game at a moment of high anticipation, when you go to the store and see coca-cola on the shelf, you’ll be reminded of that emotion of high anticipation and you will crave that drink. On a personal note I’ve always wondered why all snack foods overuse the term crave, which is why I found the movie idiocracy so funny when they talk about watering the plants with Brawndo (the Gatorade of the future): “Brawndo! It’s what plants crave”. This is why it’s hilarious to hear goldfish being characterized by Campbells as a ‘craveable fish-shaped snack’, but, I guess it works to make a connection to emotional memory ! A fascinating discussion of CTV advertising from 14:00-18:23 on the latest Marketecture Media interview w Wurl:

4

After almost 1 year of Meta blocking news in Canada, News content is still being OPENLY shared on Instagram and Facebook… We now have over 2,300 examples of News posts / screenshots live on their platforms, being shared, engaged with and viewed by millions of Canadians. Except these aren’t shared from actual news organizations… No, they are shared by various accounts or brands that somehow bypass Meta’s filters or don’t meet their arbitrary definition of a News business. To be fair, this is not only Meta’s fault. The wording and clauses of inclusion in the Online News Act are flawed ❌ According to the law, Platforms (Meta and Google) are only forced to compensate news publishers if they are caught carrying news content from actual News Organizations, not carrying news content from non-News organizations. Do you see how f*cked this is? So, accounts from organizations or individuals that are not defined as news organizations can take content from Canadian news organizations, repost it on Instagram and Facebook, and use that content to grow their followings and brands without being blocked. This is all happening and being profited from on the backs of legitimate news publishers and journalists, who bear all the production costs but have no access to the distribution benefits. We can’t even f*cking opt-out. Our Government can either: A. Reword the legislation to include an official approved list of News Organizations (and these companies should have the option to opt-in or out of Bill C-18) B. Reword the legislation to include ALL news content, not just news content coming from news organizations C. Kill the bill, apologize and leave our distribution alone I prefer C. Let’s do C.

65

9 Comments

MYTH: Everyone goes to Google first By Johnny Molson, Wizard of Ads Partner Excerpt “When I’m looking for something, I just Google it.” That’s a phrase that seems obvious because it matches our personal experiences. With 8.5 billion Google searches each day, yours are at least 4 or 5 of them. But it wasn’t the first thing you did. In his book “How Customers Think,” Dr. Gerald Zaltman of Harvard says 95% of purchase decisions are made subconsciously. That odd quirk of our brains means that we’ve already decided… before we decided. This article first appeared at www.WizardOfAds.org Read the full article and watch the video here: https://lnkd.in/geFF5URA Johnny is one of the most brilliant ad writers in North America. He is also a super nice guy. So if you want to grow your business, contact Johnny. Details here: https://lnkd.in/gdY2serd #wizardofads #relationaladvertising #advertising #relationalmarketing #marketing #advertisingstrategy #marketingstrategy #businessgrowth #selling #relationalselling #mindset #leadership #copywriting #businessgrowth

8

2 Comments

Thought for the week / month / (?) decade (?)....surround yourself with people you love working with and you'll never really "work" a day in your life. Rewind three months ago, I was wrapping up some tenure at Acadia, the folks I sold our digital agency to. This was a fun ride with some amazing folks, and when my earnout ended, I was faced with the classic "what's next?" question. Which frankly is not an easy question to answer. There were two answers to this: 1. The stars had aligned in terms of people and an opportunity for a business I've had on a list for 10 years, and I'll be excited to share more about this near the end of this year / early next as we launch this and get it going. What I can say right now though is this: I haven't had this much fun in years, and it's honestly the combo of a) the people I'm getting to work with, and b) getting to go zero to one again (new things to figure out every day). I cherished my coworkers at Acadia, as well as the founders. They were and are incredible people. But I think I am realizing now that I was doing work that I'd just done for so long that I'd lost the joy, as the problems were all known, and while the results were very strong, I need challenges. I knew this new opportunity would present that, but what was truly unexpected and frankly has been the greatest gift has been the folks I'm getting to do it with. Incredible people. Smart, experienced, funny as hell, and just so kind. 2. Gang, I get to work with some killer clients (digital agencies) helping them unlock growth strategies, whether that's the next chapter of sales for their agency, a path to the next phase for the business (so driving up business value and creating cool options), and here again, I thought this work would be fun and that I'd be able to add some great value, but what I wasn't expecting was again how fantastic the people would be that I'd get to work with, who all seem to quickly be becoming work friends. I was sharing with my wife today about just how much I enjoy the folks I'm working with, and how much joy that brings to my day. The days got busy fast! Which is cool and fun, but they are giving me energy multiplication, and that's really due to the folks I'm fortunate to get to spend them with. I'm 40 next year. I'm not ready to not work. I am a busy body, I love business stuff, and I really, really like people. I love building things together with other awesome people, and I'm just really thankful to have my days full in this way. Work should be this way. We should be able to spend it using our unique wiring and gifts, and using them with others who are a) awesome, b) share our values, and c) bring joy, humor, and positive energy to our lives (while d) accomplishing some killer results, which is important to me quite a bit!!).

45

19 Comments