Outdoor Music Festival

Why Younger Musicians Are Getting Their Estates In Order Early

Artists like Anderson .Paak and Taylor Swift are already planning out their legacies as a means of keeping control of their music catalogues as their careers continue to develop.

Social Media

Social Media has Become an Essential Part of Any Real Estate Business

There’s no doubt that, for better or for worse, the explosion in popularity of social media has fundamentally transformed the way that human beings communicate with each other and conduct business, and the real estate industry is no exception to this rule. As such, a strong social media presence is absolutely necessary for any real estate enterprise in the modern era, and given the high level of competition, it can be difficult to figure out how to leverage social media to stand out from the crowd. As such, it is instructive to understand the various ways in which social media impacts the real estate market, as this serves as a guide for determining how best to manage social media accounts. No matter where you are in the world, your customers almost certainly use social media avidly, even when they are looking to buy homes or other properties. As such, this article will outline some of the key factors that separate a successful social media campaign from a failed one when it comes to real estate.

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Of course, one of the most important elements of a successful real estate business is marketing, and in the modern era social media provides perhaps the best vehicle for getting the word out about your real estate business. As homebuyers are more likely than ever to use the Internet to find their next home, it’s important to leverage this medium as a marketing opportunity. In a crowded and competitive business environment, it’s important to publish frequent social media posts, which combine quality content that is likely to engage readers with information about your brand to spread the word about your professional services. An essential component of this strategy is understanding your audience and tailoring your content to this target group; fortunately, most if not all major social media platforms provide businesses with analytical tools that offer insights about how your audience is engaging with your content, which you can use as a base for determining what direction to take your social media presence.

Additionally, social media is well known for its ability to help individuals network, both in a personal and a professional capacity. Indeed, social media companies thrive by taking advantage of the natural human desire to connect with other people by leveraging technology to optimize and streamline this process. As such, you should view the social media component of your business not only as a marketing tool but as the foundation of your professional network. Platforms like Facebook and LinkedIn can be used not only to generate new leads, but to re-engage former customers by reaching out directly to them. Networking is also useful in the sense that it allows business owners to monitor the behaviors of their competitors, cluing them in to business trends and news and helping them to keep up with the competition.

As time passes, a generation of digital natives, who use social media as one of their primary means of communication, will become the prime home buying demographic.

Of course, any successful social media campaign will be incorporated deeply into one’s business model, but it shouldn’t be the only vehicle for outreach and marketing. Indeed, traditional marketing strategies like online advertisements can be combined with social media to optimize a business’s marketing efforts. Short videos can be shared on the web both directly in the form of ads like YouTube “pre-rolls” and posted on multiple social media accounts simultaneously, and there exist many useful software tools to streamline this process. One of the benefits of advertising via social media is that social media posts don’t require a substantial financial investment in the form of paying another company for advertising space; however, this traditional method of advertising is useful for reaching out to people who otherwise would not have learned about your business.

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Finally, social media can be used to drive traffic to your website, thus increasing the likelihood of winning clients. Quality social media posts will be shared organically by their audience, and assuming these posts direct viewers towards your website, viral posts can offer a tremendous benefit. This is why ensuring that social media posts maintain a high quality is essential, as accounts that churn out low-quality content are likely to be ignored and regarded as spam, at worst turning off potential clients. Another way to ensure that posts are more likely to be shared is by incorporating SEO friendly terminology, ensuring that posts show up more readily in search engine results.

As time passes, a generation of digital natives, who use social media as one of their primary means of communication, will become the prime home buying demographic. As such, it is becoming increasingly essential to master this form of communication with potential clients and competitors. Doing so could be the key to success in a rapidly evolving information landscape.

Pepsi Can

Cardi B And Pepsi’s New “Culture In, Brand Out” Marketing

Cardi B has become the central figure surrounding Pepsi advertisements this past year. The rapper made her first appearance in a 2019 Pepsi Superbowl ad alongside Steve Carrell and Lil John. The commercial itself confronted the age old issue of when you order Coke at a restaurant and they ask you, “is Pepsi okay?” The ad itself is quite surprising, as it insinuates that Coke is always a customers first choice, and they only go for Pepsi when there’s no other options. However, as the ad progresses, all of the famous guest stars boast about how Pepsi is MORE than okay, it’s better. The concept of confronting an issue within your branding in an actual commercial is risky, but Todd Kaplan, Pepsi’s Vice President of Marketing says that the ad was just step one in moving towards a direction of “culture in, brand out” in terms of advertisements. 

“Rather than start with your brand objective, start with what’s happening in culture by listening to the consumer, looking at cultural truths and insights, and saying, ‘OK, there is a thing that is bubbling up here.’ Start with that and then ladder up and say, ‘what would Pepsi’s point of view be on that,’” Kaplan discussed on his podcast.  

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Looking at “cultural truths” was the root of the Superbowl ad that seemingly places Coke as a priority for most soft drink consumers. The “large cultural truth” was the fact that Pepsi is often a second choice, but instead of ignoring that truth and working around it in an attempt to change that narrative, the company tackled it head on, telling it’s audience that they know Pepsi may not be you’re number one, but it definitely is an all star number two. “Why don’t we take this truth head-on and say is Pepsi OK? Yeah, why the hell wouldn’t it be OK. Of course it’s OK,” Kaplan says. 

This sort of self-awareness actually attracts consumers more. The average customer wants major corporations to look at the issues that everyone is clearly talking about, and to embrace them in order to change them, as opposed to just ignoring them. If there’s anything the public hates, it’s being left in the dark, so when a major corporation comes out with an advertisement that says, “we see you making memes about us, and you’re not necessarily wrong” consumers are going to embrace that type of honesty. 

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Adding superstar Cardi B into the mix just makes it that much more successful. Cardi has become one of the most recognizable faces and personalities in the music industry to date. You don’t have to like or even know any of her music, but you definitely know who she is. That’s why the decision to place her in an advertisement that’s embracing the “culture in, brand out” concept is so smart. Cardi’s personality is already very marketable, and has become a major part of modern day culture. Her many catch-phrases and memorable quotes pulled from her many Instagram video rants, spread on timelines like wildfires. Putting her in an advertisement, and including those catchphrases that everyone already knows and loves, all while saying “Pepsi is more than OK” is what draws consumers in. 

“The rapper is unapologetic [and] comfortable in her own skin, which I think in a lot of ways manifests what we are trying to do with Pepsi,” says Kaplan.

Additionally, with the holiday’s finally arriving, it’s safe to say that Coke holds a pretty high stock in terms of holiday marketing. They’ve really embraced and claimed the classic Santa imaging on their cans, and even the iconic polar bear, so much so that people often always associate Santa branding with Coke right away. Another example where Coke is seen as the primary and Pepsi takes the secondary role. So, Pepsi continued to do what they’ve successfully been doing all year in terms of advertisements and brought the culture in. Cardi returned for another campaign that also mentions the Grammy’s, making Pepsi the image for the holidays, and the biggest night in music, all in one shot. By branding for the Grammys as well, Pepsi is bringing one marketing campaign from month to month, which also will smoothly transition them to the Superbowl in February, which as we all know, is one of Pepsi’s biggest nights for advertising, as they sponsor the entire halftime performance.

On phone

New App, “Inspo Network,” Aims to be the Netflix of Lifestyle Brands

So much of how we see our lives these days is through the lens of our smartphones and the Internet. Social media has revolutionized how we conduct our relationships, and entertainment is forever changed by the advent of streaming media platforms like Youtube and Netflix. And when it comes to shopping, you can find nearly anything on Amazon, and as its supply and delivery network expands, the platform will continue to replace major retail locations as primary shopping destinations. Certainly, the tech industry provides ample opportunities for start-ups who are looking to introduce convenience and efficiency into the way we live our lives. Inspo Network, a Seattle start-up, intends to do just that.

The Inspo Network App, which gets its name from the slang term for an inspirational piece of clothing or other object, is an app available for iOS that partners with brands and content creators to sell clothing, beauty products, fitness products, and more. As the company’s primary revenue stream is in sales, the app essentially functions as a platform for advertising merchandise and streamlining the consumer purchasing experience. The app also allows users to save content for later, and even offers personalized recommendations based on the user’s browsing experience. Currently, the app has an average rating of 4.9/5 stars on the App Store, and user reviews applaud the app for being easy to use and visually appealing.

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The design of the app draws heavily from competing platforms like Instagram and Twitter, and presents users with a row of tabs at the bottom of the screen, offering features like viewing favorited images and discovering new channels. The app groups content into particular subcategories like clean beauty, makeup, and skincare, and is advertised as offering an alternative to “social media clutter” for browsing lifestyle-oriented products. As these products are often associated with celebrities or popular figures on social media, the shopping experience on Inspo Network is tightly integrated with these individuals, who can make money from the app by selling items featured in their content. Because the app functions as a platform for creators to showcase a premium line of products, the quality of the content posted via the app is fairly high across the board, differentiating the app from platforms where just anyone can share pictures and videos.

Though the app is relatively new, it faces fierce competition in the form of Instagram, which has recently rolled out a feature allowing high-profile members to sell products in a similar way. Amazon, too, has competed in this space with the Instagram-like Spark, which presented users with a feed populated with so-called “shoppable images.” What Inspo Network has going for it, then, is its focus on the shopping experience and the elimination of distractions normally associated with social media use, coupled with many of the same popular influencers who can be found on a multitude of platforms. Recently, Inspo Network has raised $3 million from venture capital firm Graycroft, which is on top of the $5.5 million the company raised from PSL ventures when it was founded.