News and Analysis
The Beauty Industry is Prepping for Small Business Saturday – Here’s How
Small Business Saturday is one of the most important events of the year for local beauty and wellness providers. Spas and salons rely on sales of gift cards and beauty products to sustain their businesses during leaner times.
Developed by American Express in the depths of the recession in 2010, Small Business Saturday is placed in the middle of two of the biggest shopping events of the year, Black Friday and Cyber Monday. While proportionally fewer sales happen on Small Business Saturday than Black Friday or Cyber Monday, consumer awareness around the annual event is growing.
The Risks and Outsize Rewards of Political Branding
In a time of unprecedented political partisanship, the risks and rewards of corporate political messaging are amplified. Viral marketing strategies including Nike’s partnership with racial justice activist and football star Colin Kaepernick, Gillette’s toxic masculinity ad, and Chick-fil-A’s anti-LGBTQ stances rally political sympathizers to a brand’s side and alienate ideological foes.
Street Fight checked in with Jen Capstraw, director of strategic insights and evangelism at growth marketing company Iterable, to get a sense of how significant the benefits and drawbacks of political branding are, which ideological direction political ads are predominantly taking, and how strong the evidence is for the efficacy of partisan messaging.
Valuing Diversity, Gen Z Searches for Tailor-Made Holiday Experiences
Gen Z shoppers, in particular, have more friends with different races, gender identities, and sexualities than previous generations. They are more likely to be influenced by social media stars, who come from a wide variety of backgrounds, than traditional Hollywood celebrities. As a result, members of this generation value diversity more than other generations, and that value influences their purchasing decisions year-around.
“If you look at baby boomers from this lens, they’re far more homogenous. Millennials and Gen Z are the antithesis [of] homogeneity,” Hebets says. “Brands need to understand that millennials and Gen Z don’t want to be put in the traditional box with respect to marketing or otherwise. They want brands to embrace and recognize their diversity.”
Commentary
Using Social Media for Enterprise Local Marketing: Comparing Twitter and Facebook Marketers
Surveys suggest social media is pretty influential for shoppers, particularly young ones, although they gravitate to Instagram and Snapchat. Big brands are taking heed. Although packaged goods giant P&G said it was paring back its most highly-targeted Facebook ads, it recently confirmed that it was maintaining its overall Facebook spending.
Latest Posts
Street Fight Kicks Off 2nd Annual Local Visionary Awards
Have you got the goods to take home a belt? For five-plus years, we have tracked the evolution of local, from the trendy daily deals then to the trendy chatbots today. Local is continuously inventing and innovating, and for the second year in a row, we’re honoring the best of these developments with our Local Visionary Awards.
Street Fight Daily: News Sharing Remains Low-Tech, DoorDash CEO’s Crowded Sector
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Pew: Most News Sharing Remains Low-Tech, Offline… DoorDash CEO: Food Delivery Winner Will Be Best Service, Not Biggest Brand… The Athletic Brings Subscription-Based Local Sports Coverage to a City Near You…
Street Culture: Seattle Food Startup Delivers Culture to Chef Partners
When building trust and loyalty with both customers and employees, the company mission is a backbone often referred back to for consistency and clarity. Food ordering/delivery startups Lish’s three company values are the focus on the customer, quality, and variety, says CEO Aakhil Fardeen.
Lessons for Mobile Marketers From Meeker’s 2016 Internet Trends Report
The report focuses on several trends that should be of interest to retail marketers and their mobile marketing strategies. For starters, there is less differentiation between products, brands, and retailers. These days, products evolve into brands, brands become retailers, and retailers become products.
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