Archive for the ‘Uncategorized’ Category

User Generated Content  vs. Brand Generated.  Why it is really not a question of which is better.

User Generated Content vs. Brand Generated. Why it is really not a question of which is better.

So, what works better – user generated content or content published by brands, news agencies or other professional sources. There is a lot of conversation on this subject. But it is not as one-sided as you might think. According to Forrester Research, only 14 percent of US consumers trust an ad created by a brand compared to 48 percent of users who trust the words, pictures and videos created by other consumers. Their take: carefully crafted calls to action from ad agencies are no match for the unvarnished truth shown in user-generated videos, shaky camera shots and all. But, not so fast. User-generated content was usually not present among the most prominent stories, according to an in-depth analysis by communication professors at Northwestern University. On average, only 1 in 100 most prominent stories were contributions from the public. Even greater, only 1 in 1,000 stories of the most-viewed on these sites were user generated. So, what does all this mean? First, agencies like GRM have a reason for being. Placement is strategic, analytical and often purchased. Most importantly, content that is framed for consumers to participate (engage) in an interesting way and in conversational terms works best. It’s not just that user generated content is better, it is too often brand-driven content is incorrectly written and is devoid of true engagement characteristics. Incidentally, the visual is an example of a ‘user generated video’ that was actually agency directed in terms of message and direction.

Welcome GRM’s New Copywriter, Julia Repisky

Meet Julia Header

GRM has been making a lot of changes to accompany our fast-paced growth. We have done something we’ve never done before: hire our very own in-house copywriter!

Please join us in welcoming our new zealot, Julia Repisky! Julia is a zealot for video games, dogs, a lot of cardio, and a good book. She loves all things digital, and of course, has a passion for writing.

Julia graduated from the University of Georgia with two bachelor degrees in English and Advertising. Her background in both writing and marketing is the perfect fit, as she utilizes her skills to create original and creative copy for our clients’ social posts, blogs, and more. Her experience in social media marketing extends beyond copywriting, as she she has managed accounts for clients such as Papa John’s, Wing Zone, local restaurants, car washes, and more.

Julia works hand-in-hand with the GRM team to produce original content in the most efficient way, while aligning with each of our clients’ specific needs. We are excited to have our very own copywriter who can devote her undivided attention to creating nothing but the best for our clients.
Unexpected Delights.  The Missing Element with Most Loyalty Programs.

Unexpected Delights. The Missing Element with Most Loyalty Programs.

Providing variable rewards is the secret of habit-forming products, reports The Economist (1/3/15). “That is why the number of monsters one has to vanquish in order to reach the next level in a game often varies.”

This is nothing new: “BF Skinner, the father of ‘radical behaviorism‘ … found that training subjects by rewarding them in variable, unpredictable ways works best.” However, the concept figures more prominently than ever in the digital age and the “intense competition … to monopolize people’s attention.”

Unexpected delights or unpredictable rewards provide a more authentic way to reinforce loyalty than traditional and tired “when you buy X, we provide Y.” They also disproportionately lead to greater referral in our experience. Of course, it requires a more personalized form of communications.
CURE Childhood Cancer Brand Featured by Georgia Center for Nonprofits

CURE Childhood Cancer Brand Featured by Georgia Center for Nonprofits

Our brand work for CURE Childhood Cancer was featured in the recent magazine of Georgia Center for Nonprofits. CURE Childhood Cancer is an 8-year client of GRM and has seen revenues grow from $800k to more than$4 million during that period.

Click here to read the article.
Need a Call to Action in 2015? Push play.

Need a Call to Action in 2015? Push play.

2015 is said to be the year of video marketing, with 70% of marketers reporting that video converts better than any other medium. And users aren’t turning to YouTube to post videos.

In October, GRM had a video go viral on client CURE Childhood Cancer’s Facebook, and of course, we all know about the ALS Ice Bucket Challenge. What is it that makes these videos go viral?

 Maybe it’s the personal connection, the storytelling aspect or the fact that video is a memorable platform that viewers can recreate, enjoy and share. We tend to think all three and then some. And the “some” part is where your ability to connect the brand personality, the end goal (donations, brand visibility, etc.) and the target audience comes into play.

As marketers, it’s natural to try to crack the code to the viral video. In a perfect world there would be an exact formula, but the exciting part is- there isn’t one. Whether humorous, heartfelt or musical, viral videos are authentic, shareable and hold meaning.

Here are examples of a few videos that have gone viral for two very different reasons. Watch these great videos to kick off the year of video marketing (and dance a little while your at it).


 

High School Teacher recreates “Uptown Funk” music video: “This is a great example of how a bunch of technology students let go of their fears, trusted their teacher and got down to Uptown Funk!!!,” the Youtube caption reads. 

 
 

 Zach Sobiech Leaves Behind Legacy Through Song, “Clouds”: A boy battling cancer uses his musical talents to cope with his diagnosis and continue living his life through song. Zach died of osteosarcoma on May 20, 2013 at just 18 years old.