CRAIG WERWA

Some people are into vegetables. And some people are REALLY into vegetables. ( Im not either of those people...) Check out some fun new work me and Kyle Douglas Harrison got to make with Instacart!! As a freelancer, it’s so amazing to see your work come to life, especially when the idea starts as, “what if we make a campaign about people who are, like, weirdly into vegetables? That could be funny, right?”” Check out the whole series here! #advertising #work #creativeindustry #instacart #design

20

2 Comments

Saturday morning drive-by educational moment: If someone sends you an article about Influencers/Creators and said article confidently cites Twitch follower count as if it has any meaning... Express appreciation for them sharing and close the browser window. There are a few metrics, depending on usage, that have value. Twitch follower count is not one of them. ACCV and Minutes Watched? Yep. Follower Count? Nope. Don't rely on 'Influencer Experts' whose education is strictly from reading Dexerto articles. As always, these are topics I am passionate about discussing in-person. Leviathan Core are specialists in navigating Influencer matters, and if you find yourself seeking the some of the best the industry has to offer, reach out to Michael Futter or myself for scheduling. We're here to help keep you safe, informed, and achieving results with your Influencer engagements.

10

1 Comment

At SOBO Concepts, we thrive on creating products that connect, wow, and deliver. One of the ways we’re pushing the envelope is by integrating QR codes and NFC tags into our branded SWAG—because why settle for ordinary when you can create experiences? Here are 15 ways QR codes and NFC tags can be leveraged to engage recipients and bring quantitative value to our clients’ brands: 1️⃣ Personalized welcome videos 2️⃣ Gamified experiences and contests 3️⃣ Sustainability impact trackers 4️⃣ Augmented reality (AR) demos 5️⃣ Exclusive content access 6️⃣ Interactive tutorials or FAQs 7️⃣ Feedback surveys with incentives 8️⃣ Behind-the-scenes brand content 9️⃣ Social media challenges 🔟 Charity or cause connections 1️⃣1️⃣ Event registrations 1️⃣2️⃣ Digital loyalty programs 1️⃣3️⃣ AR filters for social media 1️⃣4️⃣ Downloadable resources 1️⃣5️⃣ Immersive brand storytelling Each of these strategies combines creativity with purpose, driving deeper engagement while making our clients’ brands stand out. From aligning with Gen Z’s love for personalization to creating buzzworthy social media moments, these QR-enhanced swag ideas ensure that every touchpoint matters. At SOBO, we don’t just deliver products—we deliver connections. Curious about how we can help your brand stand out? Let’s chat! #PromoWithPurpose #CreativeMarketing #BrandInnovation #SOBOConcepts #SWAGwithStyle #QRCodeMarketing #NFCMarketing

8

2 Comments

I couldn’t agree more with Eric's perspective: Buying iOS at scale should be a cornerstone of your programmatic strategy. Why? 1️⃣ Zero competition: While much of ad tech chases IDs, iOS offers a wide-open lane. 2️⃣ Fraud-resistant: Fraudsters avoid iOS because it’s less lucrative for them. 3️⃣ Better value: Lower CPMs + actual human targeting = higher efficiency. Congrats to Eric on a fantastic conversation—I’m thrilled to see this critical point being emphasized. Let’s shift the focus to where it really matters.

10

2025 State of the Pet Industry Address | Let’s Talk About What’s Next Hi, I’m Fern, the owner of OverDog Digital. I started my journey as a dog trainer, learning the ins and outs of working with dogs every day. Then, I stepped into the world of dog daycares, where I discovered that running these businesses is a whole different challenge—balancing staff, clients, and, of course, our furry friends. Now, I help pet business owners navigate those same challenges with tailored digital marketing strategies that work. And today, I’m thrilled to share my 2025 State of the Pet Industry Address. Here’s what we’ll cover: 🚀 The key trends shaping our industry in 2025. 🚀 How to get ahead of challenges and set yourself up for success. 🚀 Practical tips to align your business goals with your personal values. This is a moment to reflect on where we’ve been and get clear on where we’re going. Let’s make this year one of growth and opportunity for all of us. 📺 Watch the full video and let me know in the comments—what’s your biggest priority for 2025? Let’s inspire and support each other! 🔗 https://lnkd.in/gDYbv7uH

2

Brands that consistently engage with their communities create loyalty that goes beyond the product 🤝🏼 Take poppi for example! They sent holiday PR with fun items that are totally relevant to their target demo (adorable PJs + a nostalgic holiday card, pls!!) Thoughtful and nostalgic touches like these not only connect with their audience but also get amplified to a wider community through organic sharing! How are you creatively engaging with your community this holiday? LMK below!👇🏼 #dietitian #cpg #mediadietitian #poppi #drinkpoppi

44

1 Comment

"FB mikestoneallstateagency IG mikestoneagency LI mikestone4336 🚨You're being USED. 🚨 Let me break it down for you: advertising is powerful because it taps into our subconscious. Mountain Dew doesn’t spend $7 million on a Super Bowl ad to make a quick sale the next day—they’re embedding their brand in your mind. So when you’re standing at the gas station, staring at the drink cooler, your brain says, “Oh yeah, Mountain Dew!” That’s not an accident—that’s intentional branding. This isn’t just for billion-dollar companies. As agents, small business owners, or entrepreneurs, the same principles apply. You’re not just selling today; you’re building trust and familiarity for when your audience is ready to buy. Social media is your Super Bowl ad—it’s your chance to be top of mind. Post consistently, engage authentically, and show up in your audience’s feed so when they’re ready to make a decision, your name is the first that comes to mind. It’s not about being pushy; it’s about staying present. Want to learn more about how to master the art of branding and make advertising work for you? Check out this episode of The Sales Factory podcast with Mike Stone where we dive into the strategies that keep your business thriving. 🔗 Do the smart thing - watch now at https://lnkd.in/eJdMpbQ3 #TheSalesFactory #Podcast #MikeStone #MountainDew #SuperBowl #AdvertisingTips #CoachCarroll #BrandBuilding #MarketingTips #TopOfMindAwareness #SmallBusinessSuccess"

2

Your CTV ad is starting to act like your drunk uncle. 🥴 Just like him, your ad can show up early, stay way too late, and never stop talking. We’ve all been there—watching TV, only to see the same exact ad play over and over during a show and throughout the day. 📺 And it kind of pisses you off, right? This happens because there are no frequency caps in place. It’s common with low-quality inventory or when ads are served through questionable DSPs. 🚫 High campaign frequency can lead to ad fatigue, declining engagement, even frustration and anger toward your brand. You can avoid this by limiting the number of times each person sees your ad within any given day, week, month or the entire campaign. At Compulse, frequency capping is automatic, and you can adjust it to whatever level fits your strategy. But regardless of how or where you’re running your campaigns, be sure to set logical frequency caps and monitor them closely. 👀 This will keep your ads fresh, relevant, and well-received! ________________________ 👉 DM me to grab a copy of my CTV savings calculator - 📆 Book a meeting - Click on the link in my profile above #CTVAdvertising #MediaBuying #ProgrammaticAdvertising #DigitalMarketing

9

Hey PEG Channels! Looks like our budgets are on a forced diet. With franchise fees shrinking, we’re hunting for fresh funding like it’s an extreme sport. Here’s what’s cooking: 💫 Defend Existing Revenue Streams Organizations like the Alliance for Community Media are championing the Protecting Community Television Act (PCTA). The PCTA seeks to prevent cable companies from including in-kind costs in the 5% cap on franchise fees, which would protect PEG channels from further cuts. 💫 Explore New Revenue Models with Broadband Some states, like Minnesota, have proposed franchise-like fees for broadband and streaming providers. Although initiatives like the Equal Access to Broadband Act faced hurdles, it highlights a path where fees from streaming could support local PEG needs. 💫Consider Community Media Reinvestment New York and Vermont have introduced bills to tax video streaming services, aiming to allocate a portion of these funds to PEG channels. In Vermont, this tax on streaming providers could bring in up to $8 million annually if enacted. 💫Audit Franchise Agreements Make sure cable companies pay fully on their franchise agreements. Routine audits ensure stations aren't short-changed on owed fees, helping bolster budgets without seeking new funds. By engaging with policymakers, PEG stations can safeguard revenue sources and explore innovative, sustainable funding avenues.

20

1 Comment

Why would you use that Dad?… I live with a Gen-Z 🤷🏻‍♀️ 💁🏻‍♀️ and experience first hand the many generational and behavioral differences. Whether it's the involuntary strange movements which are apparently TikTok dances, to constantly having a phone thrown in my face as I see a filtered version of myself looking like Shrek. What was apparent to me for some time, was the way in which my daughter (14) searches for products. Which judging by my wallet is far too often… 🔍  The search game is different for this generation and likely changing for many more. According to research by Forbes Advisor and Talker Research, Gen Z is 25% less likely to use search engines for their info needs. Instead, they're turning to social media platforms for their information, it seems influencers, peers and crowd sourced information is favored more. And it's not just a fad - nearly 1 in 4 people primarily use social media for searches these days. The mobile 📱revolution is also playing a big role, with a third of internet users accessing the web solely through their phones (that number jumps to a whopping 40% for Gen Z and millennials). This seismic shift in how different generations approach search and a deeper change in digital consumption patterns. In the chart below from Emarketer we can see that Social, Voice, Image and AI based search all over indexes with GenZ vs Manual search engines for Total internet users (oldies). It is just one of the many fragmentations in Media between user types, journeys and contexts that means Marketers need to constantly consider their audience and how they plan, activate and measure impact. If GenZ is important to you then it is time to adapt your strategies and meet your audience where they're at. Do you use social for search? Or Are you plagued by a GenZ’er and their anti-social behavior let me know below! #genz #social #media #mediaplanning #search

9

3 Comments

I love this comparisons! The question isn’t whether influencer marketing is “dying” but how it’s evolving. The industry isn’t going anywhere, it’s just adapting to new consumer expectations. The focus now is on authenticity, long-term partnerships, and niche audiences over vanity metrics. It’s less about influencer reach and more about genuine connection and community-building. I’m curious, what do you think will be the biggest shift in influencer marketing in 2025

3

1 Comment

Innovation doesn't come often where its something that's truly new and not the same thing in a different jacket. If you haven't heard of disco before... Here's the TLDR: Disco is a Post Purchase widget that recommends your products to high AOV and LTV shoppers on other stores (that you partner with) checkout pages. Essentially it's an ad placement on partner brands checkout pages that allow you to showcase your products at the intersection of where your customers "hang out' or better yet "shop" Example below. Very interesting concept, looking forward to seeing the supporting data to their claims 20% lower CPA (probably true) | 5X ROI (hmm) | 50% increase AOV (also hmm)

40

4 Comments

As we all end up 2024, there are so many questions about influencer marketing for 2025. What is TikTok's reality? Is there a new platform in the wings? The one thing is for certain, regardless of the platform, influence and education are the trademarks of social media marketing using influencers and that isn't going away! #influencermarketing #socialmedia #brandmarketing #education #customeracquisition

5

There are only 4 weeks left in the year! How are you closing out 2024 and gearing up for 2025? As the year winds down, it’s the perfect time to hit pause and take stock of your career. Are you fulfilled in your role? Are you making an impact? Are you growing—or stuck? Enter the R.I.S.E. Framework: Reflection, Impact, Stagnation, Exploration—a guide to help you evaluate where you are, where you want to go, and how to get there. I used this framework to set my intentions for 2024, and as I plan for 2025, it’s my compass again. Here’s the gist: Reflect: What’s working and what’s not? Impact: Are you making meaningful contributions and feeling valued? Stagnation: Are you growing, or is it time to seek new challenges? Explore: What internal or external opportunities align with your goals? The next four weeks are a gift—use them to assess, plan, and set clear intentions for your career in 2025. Whether it’s doubling down in your current role or pursuing new opportunities, R.I.S.E. helps you steer your career with purpose. Your career is yours to drive. Where are you headed next? 👉 Subscribe to my blog for the full breakdown of the R.I.S.E. Framework. Let’s finish the year strong and start 2025 even stronger! #Leadership #CareerGrowth #2025Goals

12

Cotopaxi has so much potential but needs to evolve to be different from everyone else (Patagonia), and their stores need more experience. Companies get stuck with the "textbook mission" and must innovate but remain authentic. Their sale during BF told me there is something amiss. https://lnkd.in/gAdNX-_q

2

The biggest mistakes I still see people making at conferences and tradeshows. Here are some of my top pet peeves when it comes to shows like Dreamforce and Inbound. 𝐑𝐞𝐩𝐬 / 𝐛𝐨𝐨𝐭𝐡 𝐬𝐭𝐚𝐟𝐟 𝐨𝐧 𝐭𝐡𝐞𝐢𝐫 𝐜𝐨𝐦𝐩𝐮𝐭𝐞𝐫𝐬 𝐚𝐭 𝐭𝐡𝐞 𝐛𝐨𝐨𝐭𝐡 If you're at the booth, you must be ready to engage! I don't care of it's slow or during sessions. I don't care of you have a sales call. If you need to be on your computer, go somewhere else. 𝐒𝐭𝐚𝐧𝐝𝐚𝐫𝐝 𝐛𝐨𝐨𝐭𝐡 𝐬𝐰𝐚𝐠 Using swag is still a great strategy, but only if the swag is good! Forget the pens and notebooks and t-shirts. And don't get me started on swag with big and annoying logos. Your CEO is the only one who cares about wearing swag with the company logo front and center. Get creative. Use Sendoso and their SmartSend to personalize swag.  𝐅𝐨𝐥𝐥𝐨𝐰𝐢𝐧𝐠 𝐞𝐚𝐜𝐡 𝐨𝐭𝐡𝐞𝐫 𝐚𝐫𝐨𝐮𝐧𝐝 𝐭𝐨 𝐩𝐚𝐫𝐭𝐢𝐞𝐬 There are more anciliary parties and events at Dreamforce and Inbound to count, and you should hit as many as you can. But it drives me crazy when your entire team follows each other around and only talk with each other. Use the buddy system and pair up, then split up! 𝐂𝐨𝐮𝐧𝐭𝐢𝐧𝐠 𝐛𝐚𝐝𝐠𝐞 𝐬𝐜𝐚𝐧𝐬 There are so many people to scan, but most of it is just noise. It's about finding the right people. How do you attract, quickly identify, and then capture actual buyers? You should be measured on meetings set with your ICP. Chili Piper calls these QHMs (Qualified Held Meetings). 𝐆𝐮𝐞𝐫𝐫𝐢𝐥𝐥𝐚 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐚𝐜𝐭𝐢𝐜𝐬 𝐭𝐡𝐚𝐭 𝐝𝐨𝐧'𝐭 𝐭𝐢𝐞 𝐭𝐨 𝐲𝐨𝐮𝐫 𝐛𝐫𝐚𝐧𝐝 There are some creative companies that do fun guerilla marketing and get attention. But most of the time, the message or overall campaign doesn't tie to the company in any way. It's like the Superbowl commercials that are funny, but then you don't remember what the commercial was for. What would you add? #dreamforce #inbound #eventmarketing #marketing #b2b

52

14 Comments

I love to watch podcasts (on YouTube) vs listen - some may think that strange - but the truth is we all learn and take in information differently. That's why I love to get the raw video of a podcast I've guested on, put it up in YouTube, but then I take it a step further. I create a blog post (yup sometimes I create my own show notes), embed the video, embed the audio (and link to the host of course).... so that people can engage in different ways (skim, listen or watch). And ya can't forget micro, consumable content! Clip and create reels (like Niall did here) to show case your authority in a bigger way - and attract your ideal client. 👋 wave below if you want to leverage and repurpose your podcast guest appearances for bigger impact!

13

1 Comment

Slack & Workday are the poster boys of consistently great #problemotional advertising. You can track back a decade to see when both companies started using the problemotional formula. Every year, they consistently produce standout brand advertising, following the problemotional formula. I'm not saying these companies have become giants in their categories solely because of their advertising, but it's certainly been a competitive advantage, while all their competition is trying to bore their buyers into buying #b2BOLD #b2Brave #brave100

66

15 Comments