Harness the Hype: Cobra Kai
There are little to no silver linings when it comes to Covid, but when the holidays hit, and I found myself sequestered to my room for days on end thanks to Omicron, I finally had the opportunity to catch up on the latest shows. And by shows, I mean all four recently released seasons of Cobra Kai.
Weeks after finishing the show - which is everything to a Karate Kid fan - I was once again watching TV, when a Coors Light commercial came on and my brain instantly thought of Sensei Johnny Lawrence and his Dojo. I’m late to the game, but this triggered the thought that every marketer has while watching media: product placement and its evolution and influence on consumers.
Since I’m not much of a drinker, I didn’t instantly grab my keys to drive to the nearest QuikTrip to get my Coors fix, but the natural exposure over time that triggered my brain to connect the two made me think about our Setup Stranger Things blog featuring important takeaways in current media:
The effectiveness of non-disruptive product placement
The success of nostalgia
Non-disruptive Product Placement Effectiveness
Streaming became popularized out of convenience for the consumer and disdain for constant commercials. Brands have skirted around this decrease in ad viewership by forming clever partnerships with shows and movies. Stranger Things partnered with New Coke to intrigue new audiences about their third season in 2019, and Cobra Kai is famously associated with Coors Light - which, according to the writers, was an “organic” product placement.
Product placement needs to be effective for both the brand and the viewer. Writers need to authentically write the product into the plot so that it isn’t distastefully forced into the story, and companies need to see ROI.
Assigning value to product placement has always been tricky, but newer technology makes it easier to track for brands. According to Forbes, “Nielsen and its new metric that allows for subscription video-on-demand brand integrations to be tracked in ways similar to traditional advertising, revealing both its delivery and incremental reach.” The tracker noted that “Coors beer exposures garnered almost 170 million equivalized and valued impressions among viewers 21 and older through the first four weeks the program was available on Netflix.”
Brands can also identify consumer behavior through social media references, website traffic, and sales correlations. The Marketing Manager of Coors noted that when Season 3 was released in January, sales also spiked. According to Bloomberg, through artificial intelligence and machine learning, advancement in technology will allow companies to know which TV shows are popular amongst certain groups and allow specific brands to gain visibility on those shows depending on who they are targeting. For example, AI could replace a brand of chips depending on who is watching. Marketers need to tread lightly with this, as it may seem as invasive as targeted advertising seen on social media or Google searches.
Nostalgia in Marketing
The success of Cobra Kai is attributed to a multitude of factors, the most important being nostalgia.
Between Cobra Kai, Spiderman No Way Home, and the newly announced We Were Young Festival, companies are capitalizing on the market’s love for youth and “simpler times.” In this day and age where seeing a friend is an entire ordeal, there’s comfort in an uncomplicated past. Whether it is in the form of heroes like Tobey Maguire who graced our first DVD players, or the bands that captured the painful reality of growing older, nostalgia hits home and hits hard.
Since Millennials make up 25% of the consumer market and continue to gain more purchasing power, it makes sense to revitalize older stories or artists. The beauty of Cobra Kai is that its storytelling speaks to all demographics. Originally produced by YouTube Red, a “younger” platform, the show is masterful in its ability to pull in older generations who grew up with Karate Kid by focusing on the original characters as middle-aged men and then tying the characters into today’s world. By taking a beloved story and reenergizing it in a current fashion, fans see the story in a different tone told by a new point of view - for example, there is no stereotypical good versus evil plot line and there is a reason behind everyone’s behavior - and the decade of “the 80’s” almost serves as a character.
If brands can learn anything from Cobra Kai, it is that the perfect balance of empathy, relatability, and humanity with a touch of nostalgia (and karate) is a perfect combination to reach consumers, and that partnering with such groups is the key to getting noticed.
In the fast-paced world of digital marketing, it might feel impossible to keep up. Staying ahead of the curb is as important as having your morning coffee – miss it, and you might find yourself dozing off at the wheel.
You can’t go anywhere without hearing people talk about Artificial Intelligence (AI), but it isn't just a fancy buzzword; it's critical to making sure you aren’t missing key opportunities. Elaine Fowler, Director of Market Strategy, Experience & Marketing at Sagepath Reply, shares how marketers can best optimize AI to improve their marketing strategy.
According to the Setup Marketing Relationship Survey, Clients leaned more heavily into content creation and video in 2023 than previous years by 15%. Since video content is more accessible to all types of people and is easier to consume and understand in short bursts, it makes sense that Clients would take advantage of platforms like Instagram Reels, TikTok, and YouTube Shorts. What other disciplines have been a brand priority?
Marketers graduating from college often ask me whether they should pursue client- or agency-side opportunities for their initial job out of college. I tell them that in the long term, it is always best to get experience with both, but initially, a stint on the agency-side provides more opportunities to learn about different marketing roles, industries, and experiences than the client-side.
Joe Koufman, Founder and CEO of Setup, the matchmakers bridging the gap between agencies and brands, and Andrea Striebel, the VP of Marketing for Floor & Decor, share their thoughts on agency- vs client-side careers.
In the last 10 years, Setup has conducted five Marketing Relationship Surveys, connected over 800 Brands and Agencies, conversed with well over 1000 Brand-sides marketers, and enacted 50+ Agency Assessments for Agency partners. Here’s the secret: Clients just want to have good chemistry! But how do you develop it?
To celebrate women in the marketing profession and to continue highlighting them throughout Women’s History Month, we asked women marketing leaders to contribute to our Women in Marketing Series detailing their personal triumphs, tribulations, and advice about working in the marketing industry. Part 13 features leaders from Nationwide, NAPA, Neogen Corporation, and Pratt Industries, Inc.
It may be hard to believe today, but the Nike basketball sneaker department was hanging on by a shoe lace, struggling to make any headway against Converse and Adidas in 1984.
What steps did the Nike team take to put them back on the map? And how did Michael Jordan impact that success?
Our ongoing Women in Marketing series highlights marketing leaders from different backgrounds and industries who continue to innovate and push the boundaries of their role.
This segment features the advice and journeys of leaders from CVS Health, Prudential, and more.
After surveying over 300 marketers on both the Agency and Client side, we were able to determine that there is a disconnect between why Clients fire Agencies, and why Agencies think they are fired. By pointing out this misunderstanding, both parties may be able to communicate better to salvage relationships or grow from the feedback.
Dissatisfaction with an Agency’s value is the number one reason why a Client ends an Agency relationship. But do Agencies know this?
Evan Rosenthal, Setup's Business Development Manager and resident football fanatic, shares his take on the 2024 Super Bowl ads. As a company that focuses solely on benefiting and evaluating marketers, we've seen our fair share of ads. These were our favorite.
After over 20 years in the agency marketing world, Rhonda Beckmann, the SVP, Growth of Setup, shares her advice about what it takes to work in sales. In my career, I have discovered what separates the everyday salesperson from top-tier growth talent. It's not always a strategy that can be articulated, as most are just being their authentic selves. However, these inherent qualities are what make them stand out:
At Setup, we conduct frequent Agency Assessments where we interview Client partners and Agency teams to assess the strengths, weaknesses, opportunities, and threats of our Agency partners. It really helps shine a light on why our partners are so awesome, but it also gives us insight into what Clients are prioritizing in their partnerships and what helps retain a happy and effective Staff.
We’ve noticed that brands have a habit of ghosting qualified marketing agencies. Why do they do this? What are they missing out on? How can agencies avoid being ghosted?
The American Marketing Association’s Atlanta Chapter hosted a riveting event featuring a conversation between marketing leaders from Atlanta’s major sports leagues and moderated by Setup CEO + Founder, Joe Koufman. This blog breaks down the lessons that can apply to all marketers.
Why is Marketing always first on the chopping block when it comes to budget cuts?
Because of soft metrics that are harder to track and “fluffy” language, Marketing can be overlooked by executives who don’t understand its value and overall contribution to success.
Marketers are advocating for themselves more easily using analytics, but what other methods could CMOs, VPMs, Marketing Managers, and any Marketer in an organization use to get the C-Suite on the same page?
Throughout the years, iconic packages filled store aisles, and packaging techniques ranging from thought provoking to eye catching.
In preparation for PACK EXPO and immersing myself in the industry, I have scoured the internet looking for Packaging examples that deserve recognition because of their creativity, commentary, usefulness, and sheer awesomeness.
As marketers, it is clear that finding the right marketing agency to provide additional capacity or capability is crucial to achieving our business goals; however, the process of selecting the perfect agency can be overwhelming and time-consuming. Clients often inherit agency relationships that may no longer be the best fit or have become stale, leading them to consider a change.
When faced with this laborious task, you may ask yourself: Where to begin when looking for a new agency? Or wonder if your team is making the right decision.
Let’s explore some of the major challenges to finding a great marketing agency and how to overcome them.
In this synopsis, we will cover Bud Light’s latest missteps (with grace) and provide four takeaways on how you can appeal to new audiences without alienating old ones.
The Setup CMO Spotlight series highlights high achieving marketing executives from different industries. After over 70 interviews with leaders at brands like Papa Johns, HEINEKEN, Randstad, NCR, and more, we’ve found that, despite each leader’s individual career journey and siloed industry, many CMOs and marketing professionals share the same priorities and outlook. Here are their thoughts!
Setup’s Business Development Manager, Evan Rosenthal, shares his thoughts on the best campaigns from the Cannes Lions International Festival of Creativity. Check out the advertisements and let us know which were your favorite!
Besides a simple Google search, or leaning on a past/familiar relationship with an agency, what are the other methods Brands use to find the perfect Marketing Agency partner? In our 2022 Marketing Relationship survey, we uncovered that referrals from trusted colleagues and friends were the most popular way Client-Side Brand Marketers found their next Agency partner.
One of the main takeaways from our many #CMOSpotlight interviews is that it is important to seek inspiration from a variety of sources that are beyond your day-to-day tasks. At Setup, we love to invest time into exposing ourselves to learning opportunities and expanding our mindsets by hearing new and innovative approaches from experts in their field. We attended TEDxAtlanta with this very goal in mind. As the host, Jacqui Chew, stated at the beginning of the event, “Ideas can change the human condition.”
In the 2022 Setup Marketing Relationship Marketing Relationship Survey, we surveyed over 300 Marketing respondents to uncover the behaviors and priorities of Brand and Agency marketing leaders.
From discussing Why Clients End Their Agency Relationships, to What Clients Want From Their Agencies, there is so much to reveal and explore. But what are marketers spending their resources on? What types of agencies are being sought after for their specific marketing disciplines?
In the 2022 Setup Marketing Relationship Survey where we surveyed over 300 Marketing respondents, we discovered that Clients care about communication, transparency, being understood, and more. What can both Clients and Agencies do to secure a better business partnership?
Although there was a clear shift from last year’s Web3 and cryptocurrency heyday to today’s sexy new artificial intelligence chatbots (ChatGPT and Google’s Bard being the industry leaders), Web3 veterans have made it clear that they aren’t going anywhere. Evan Rosenthal, the Business Development Manager at Setup, shares his thoughts on rising technology and what that means for marketers.
Leveraging machine learning, GA4 provides marketers with real-time insights into customer behavior, preferences, and motivations, making it easier for them to take action to drive growth. Some of the new features of GA4 include enhanced tracking, predictive analytics, deeper integration with Google Ads, and greater privacy controls.
Sarah Woodward, the EVP of Growth at Three Five Two, shares with Marketers everything they need to know to prepare.
Super Bowl LVII, or what people are calling the "Booze Bowl," also brought new partnerships, relationships, and marketing behaviors.
Based on Setup’s 2022 Marketing Relationship Survey, Clients are leaning towards more generalist agencies and working with more in-house teams. Clients also disclose the qualities that make up an ideal Agency partner and why certain partnerships end.
Time and time again, marketers are told to listen to the consumer. We can learn what they like based on trends, analyzing consumer data, copying competitors, but, after all of the research, how do you apply what you know to create a successful User Experience?
It may be easier to develop a creative or engaging experience in person, but how can marketers optimize their UX tools online?
Originally created in 1994 with a short resurgence in the early 2010’s, QR codes once felt like a useless ex who kept coming back time after time with nothing to offer. After technological advancements, most consumers adopting a smartphone, and a raging pandemic in 2020 that changed the way we live, it looks like QR codes have made an official comeback and that they’re here to stay.
According to the 2023 Setup Marketing Relationship Survey, Word-of-mouth and Referrals consistently remain the most frequent methods Clients use to find new Agency Partners.
This has been the case for the last five years of the Marketing Relationship Survey.
What does this mean for Clients + Agencies? How can they optimize their efforts with this knowledge?