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Charity Runner: The Beginning of a Fundraising Journey

Photo credit: chadjthiele on Instagram.Note: This post deviates from the regular voice of this blog. It is meant to document the beginning of my fundraising efforts for the Crohn’s and Colitis Foundation. I am posting it because it will give some context to future posts. It also lets readers know where else they can find me on the Internet.

This year is my fifth year serving on the event planning committee for the Twin Cities Take Steps Walk, a fundraiser that benefits the Crohn’s and Colitis Foundation.

As their website points out, “Take Steps for Crohn’s & Colitis is the Foundation’s largest fundraising event of local community walks dedicated to raising funds to find cures for Crohn’s disease and ulcerative colitis. Participants and teams raise funds throughout the year and come together at the Take Steps walk event to celebrate their fundraising achievements!”

As part of the event planning committee, I help plan one of the Take Steps walks to help others raise money for this important cause. However, I never actually took part in the fundraising efforts. That is, until this year.

From Crohn’s Patient to Charity Runner

I chose to help with the Crohn’s and Colitis Foundation Take Steps Walk because I was diagnosed with Crohn’s Disease in 1995 while attending the University of Wisconsin-Madison.

Without getting into all the details, I can say that I was able to keep the disease in check for nearly two decades with the help of medication.

However, in September of 2013 I was told that I would have to have surgery as a result of complications that were caused by the disease.

In the months that followed, I decided that it was time to try to increase my fitness to prepare for the surgery.

This is part of the reason that I started running in the summer of 2014.

In fact, at the time, I decided that if I was going to take up running, I would gradually train myself to run the full 26.2 miles to complete a marathon.

The first year I ran several 5k races.

In 2015 I increased the distance to 10 miles and then upped the mileage to 13.1 miles in 2016.

Then, just before my 43rd birthday, I called up the Crohn’s and Colitis Foundation to say that I was ready to raise money as a Team Challenge charity runner in the 2017 Chicago Marathon. (Team Challenge is similar to Take Steps, but participants run instead of walk.)

Documenting My Team Challenge Run

In an effort to document my training for the marathon, I started a sideblog on Tumblr (charityrunner.tumblr.com) and a YouTube channel (Charity Runner).

You can also connect on mapmyrun.com.

I am also going to be posting on my Snapchat, Instagram, and Twitter accounts. I am @chadjthiele on all three of these social networking sites. (Note: I try to keep my Twitter focused on marketing, but I post running updates every once in a while.)

And, of course, there is the fundraising page on the Crohn’s and Colitis Foundation website.

Final Thoughts

As I mentioned, I have helped other people raise money for the Crohn’s and Colitis Foundation for a few years. However, I didn’t take part in the actual fundraising efforts.

That was, until this year.

At the end of the journey, I plan to document some of the things that I learn along the way. (For example, company matching donations are awesome!)

Until then, please follow me on the social networking sites that I mentioned above and donate!

Thanks in advance.

Chad Thiele (Crohn’s patient since 1995, #nocolonstillrollin since 2014)

Photo credit: chadjthiele on Instagram.

Video credit: Charity Runner on YouTube.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Instagram Stories Might Be Good for Snapchat and Great for Marketers

Photo credit: Patrik Nygren on Flickr.As I pointed out in a post last month, Snapchat has been experiencing healthy growth and has become a major player in the competition to get the most users and, ultimately, more marketing dollars invested in the app.

However, after Instagram copied some of the features that make Snapchat unique, many people started to wonder if Snapchat will survive.

If you look at the facts, I think Snapchat should be able to weather the storm.

In fact, as I explain in this post, there is the possibility that Instagram Stories might actually be a good thing for Snapchat.

Either way, the competition between Instagram and Snapchat is great news for marketers.

The Argument for Instagram Stories

Almost immediately after it was introduced, marketers started to have success with Instagram Stories. That is, if you define success as the number of views that content receives.

As reported in an Adweek article, brands were getting more views on Instagram Stories on the very first day than they were ever able to get on Snapchat.

“Nike, for example, generated 800,000 views in 24 hours for an Instagram Story that it posted on Tuesday, the first day the feature was available,” reports Garett Sloane in the Adweek article. “On Snapchat, Nike’s best video got 66,000 views, according to Nike and its social media agency Laundry Service.”

This is leading some experts to predict the downfall of Snapchat.

For example, Adam Padilla, CEO of the creative branding agency BrandFire, thinks that the end is near for Snapchat because Instagram has more users to begin with, more high-profile users, and it has a better user interface. He also thinks that there can only be one “now” app. And, of yeah, the Zuckerberg factor also is in play.

Other people think that Instagram Stories won’t destroy Snapchat.

In a TechCrunch article, Josh Constine makes a good argument that Instagram is not necessarily trying to win over current Snapchat users, but prevent or hinder Snapchat from growing any further.

The Argument for Snapchat

It has only been two weeks and no one knows for sure what will happen in the future.

However, Yahoo! Finance is reporting that Instagram Stories hasn’t hurt Snapchat’s engagement levels… yet.

In an article on the Yahoo! Finance website, an App Annie spokesperson is quoted as saying, “Instagram Stories has not made a measurable impact on engagement since the feature launched.” (This was based on data gather during the first seven days after Instagram Stories was first introduced.)

App Annie’s spokesperson thinks that this is because many people use both Instagram and Snapchat.

I think that many of the arguments made so far, both for Snapchat and Instagram, could be good for the long-term growth and success of Snapchat.

As many people have pointed out, it is difficult to get people to find you on Snapchat. Therefore, many users have taken to other social networking sites to promote their Snapchat usernames. In fact, this is what many people used Instagram Stories for shortly after it was first introduced.

Given the fact that there are so many people using Instagram, the addition of Instagram Stories might actually increase the number people using Snapchat, just because they now have a way to find interesting people on the Snapchat app.

On the other hand, the fact that it is difficult to find usernames unless given directly to a potential follower could continue to work in Snapchat’s favor, particularly for younger users who want a place to post where their parents won’t find it.

Turning to adults, another thing Instagram Stories might have done is explain what Snapchat is used for.

Before Instagram Stories, Snapchat was starting to grow the number of adults who use the site.

However, one of the hurdles Snapchat had to overcome was getting adults to understand how and why to use the app.

Now many adults get it and some might start to use Snapchat in an effort to try the other features the app provides.

In addition to the Snapchat lenses and geofilters that have become a part of pop culture, Snapchat also has gamification elements that Instagram currently doesn’t have, including the Snapchat score, emojis, and trophies.

These are very important to some Snapchat users.

In fact, a friend who happens to be a millennial pointed out that this is one of the key reasons why her younger sister uses Snapchat in the first place.

Final Thoughts

As experts have pointed out, Instagram offers many things that Snapchat doesn’t, including more users, more high-profile users, and a user interface that is easier to use. Instagram also makes it easier for users to find other people to follow. This makes it easier for brands to get followers and, therefore, get their content in front of potential customers.

On the other hand, Snapchat will probably continue to be a place where teenagers and young adults go to share content that they don’t want their parents to see.

That said, there is a possibility that more adults will continue to try the Snapchat app and use it for its other features.

Since there is an overlap in users and only a finite amount of time in the day, Instagram Stories might decrease the amount of time spent in the Snapchat app. However, it doesn’t look like that is happening so far. Then again, it might be too early to predict the long-term usage patterns within each of the apps.

For marketers, Instagram will likely be the app that they use to reach a larger audience, while Snapchat might be the place to reach a more targeted audience, particularly for brands that want to reach younger consumers.

The real question for marketers is what app will give them a better return on their investment.

Because there are so many factors to consider, it is probably too early for brands to decide which app is the best place to invest in.

The best advice for brands is to keep an eye on both apps and experiment, test, and optimize the content used in both apps. Then allocate more resources to the app that gives the brand the best results.

Having two popular apps that can potentially reach a brand’s target audience in a slightly different way is a good problem for marketers to have.

Photo credit: Patrik Nygren on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Product Packaging—Valuable Real Estate in a Mobile World

The package that a product is sold in is valuable.

In fact, sometimes it can actually be the reason why a customer chooses one product over another.

Malcolm Gladwell highlighted this in his book, “Blink: The Power of Thinking Without Thinking.”

In the book, Gladwell talked about Louis Cheskin’s work with package design, which on more than one occasion led to dramatic increases in sales.

Paco Underhill also addressed package design in his book, “Why We Buy: The Science of Shopping–Updated and Revised for the Internet, the Global Consumer, and Beyond.”

And, if you look, a quick search on Google could uncover a lot of advice from designers that you might find useful.

But, what I find interesting are some of the things that brands are currently trying that not only can influence sales, but can also provide value to customers, encourage sharing on social media, and can be an additional source of revenue.

Here is a list of a few examples that I have found recently, each of which encourage customers to use their smartphones in one way or another and ultimately help get customers talking about the brand online.

While the examples listed do not include packaging found on a shelf in a brick-and-mortar retail store, the lessons learned could easily be applied there as well.

 

A photo posted by Chad Thiele (@chadjthiele) on

Amazon Minions Boxes

When a customer purchases an item from Amazon.com, everyone who sees the product get delivered knows where they bought it. With its arrow that looks like a smile, the Amazon.com logo is easily recognized.

However, when Amazon.com sold the space on their boxes to advertise Minions, it created a lot of positive buzz for the brand and the movie.

Aside from the novelty factor (this was the first time that non-Amazon ads appeared on the boxes,) they also encouraged customers to take a photo of themselves holding the box and post it on social media sites using the hashtag #MinionsBoxes for a chance to win a $1,000 Amazon gift card.

Therefore, they not only generated some extra revenue by selling the space on their boxes, they shared in the spotlight when customers posted their photos on social media.

And, a lot of people posted these photos.

You can still search the hashtag on Twitter and Instagram for examples.

Zappos #ImNotaBox Campaign

As an article on Adweek.com points out, “Zappos wants you to think outside the box. Beginning with the box itself.”

“On June 1, the online retailer will begin shipping some shoes in a very cool new box (designed in-house) that features a collection of template designs printed on the inside—encouraging the recipients to fold, cut and otherwise reuse the box into item [sic] like a smartphone holder, a children’s shoe sizer, a geometric planter and a 3-D llama,” the article continues.

Similar to the Amazon.com box, Zappos is encouraging customers to share the creative things that they do with the box on social media.

The boxes haven’t started shipping yet, but there is little doubt that they will get some people talking about the brand online.

For additional information, go to www.imnotabox.com.

McDonald’s Turned a Happy Meal Into a VR Headset

In March, McDonald’s Sweden launched a promotion that they dubbed “Happy Goggles.”

According to Adweek, McDonald’s Sweden created 3,500 Happy Meal boxes that could be turned into virtual-reality viewers. These special Happy Meal boxes were available in 14 restaurants over the weekends of March 5 and March 12.

“The push is tied to the Swedish “Sportlov” recreational holiday, during which many families go skiing,” states the Adweek article. “With this in mind, McD’s created a ski-themed VR game, “Slope Stars,” for use with the oggles [sic] (though they work just as well with any mobile VR experience). The game can also be played in a less immersive fashion without them.”

As the Adweek article also points out, it is similar to Google Cardboard.

This is just one mobile marketing campaign that McDonald’s has recently tested.

They also recently tested a placemat made from a special paper that works with a smartphone and an app that allows customers to create music while dining at McDonald’s restaurants.

They called this special placemat the “McTrax.”

Alas, this campaign was only available in the Netherlands. Last month.

It appears that McDonald’s lets its European customers try all the cool things first.

Final Thoughts

As a result of Louis Cheskin’s work, we know that package design can have a huge impact on sales.

We also know that smartphones are a huge part of your customers’ lives.

Therefore, it makes sense that brands encourage customers to engage with the brand in various creative ways using the packaging that their products are sold and shipped in.

As with everything that we do in the marketing world, it is important to test and monitor the effects that these creative package designs have on sales. Because, as pointed out, the packaging can influence sales in both positive and negative ways.

That said, if you don’t try new things, you might be missing out on a huge opportunity to create buzz around the brand that can impact your bottom line in immeasurable ways.

Photo credit: @chadjthiele on Instagram.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Luxury Shopping Bags: Status Symbols and Social Media Props

Photo credit: Sofy Marquez on Flickr.People love to shop and they love to let people know about it.

Therefore, it’s not surprising that for many years luxury retailers have given their customers the ability to let their friends, neighbors, and just about anyone else know that they have just spent some of their hard-earned money by providing trendy shopping bags to carry proudly as they walk through a busy mall or city street.

As Maggie Lange pointed out in a 2013 article on The Cut, “The shopping bag isn’t just utilitarian, it’s symbolic of taste, preferences, and pursuits. In his book Living It Up, author James Twitchell compares people holding shopping bags to “the powder on the heinies of migrating bees as they moved from hive to hive.” It’s a souvenir of where you went and a glossy declaration of conspicuous consumption.”

With the rise of image-driven social networking sites like Instagram and Pinterest, the design of these shopping bags might be more important than ever before.

The Shopping Bag Should Reflect the Brand’s Image

In a 2011 Luxury Daily post, Kayla Hutzler highlights the fact that luxury shopping bags are visible to many consumers and therefore should positively convey the image and feel of the brand.

As Chris Turbyfill, executive vice president of sales and marketing at Design Packaging, is quoted as saying, “That bag reminds consumers of the brand and [therefore] it should look like the store. It is all involved in what we call the customer experience.”

“That bag needs to reflect the imagery and feel of the brand,” says Turbyfill. “And when consumers go home and put the bag on the table, it is a subtle reminder of what happened in the store.”

The post goes on to point out that the shopping bag can be seen by many people as customers walk around in public, particularly in major metropolises.

However, the post doesn’t mention another role that the shopping bag can play.

Use the Shopping Bag to Get Included

As Juliet Carnoy, Marketing Manager at Pixlee, writes in a post on the Pixlee blog, “Customer photos of your products are the purest form of earned media. When a customer posts a post-purchase photo of your product on social media, it’s a 5-star visual review of your brand.

For the brands that make the products, this is great.

However, the retailer that sold the products might get left out if they don’t give the customer some way to visually represent the store in the photo. This is where a visually appealing shopping bag can play the role of photo prop and help get the retailer included in the story.

In some cases, if the shopping bag is really visually appealing or is a part of pop culture, customers will post photos of the shopping bag alone just to commemorate the shopping experience.

When a photo of the shopping bag is posted on social networking sites, it will not only be seen by all the people that that customer passes on the way home from the store, it could potentially be seen by thousands of people online.

A photo posted by Chad Thiele (@chadjthiele) on

Personal Case Study

One of the best ways to explain something is to give an example. And, what a better way than to give an example from my own personal experience.

About two weeks ago, I visited the local Verizon Wireless store with the intent of renewing my contract and purchasing a new smartphone.

The phone that I was looking for was actually sold out at the local store. Instead of waiting for the next shipment, I drove to the nearest store that had one available.

The customer service at both Verizon Wireless stores that I visited was excellent, and I walked out of the second store with a new Samsung Galaxy S7 Edge.

In keeping with the current trend, I prepared to take a photo of my purchase so that I could post it on Instagram.

This could have just been a photo of my new smartphone.

However, Verizon Wireless had just given me this beautiful shopping bag with the purchase that just begged to be included in the photo. So, I did just that.

After posting the photo, the marketer in me realized that by giving me the shopping bag, Verizon Wireless had found a way get included in what would have been user-generated content that advertised Samsung. By adding the shopping bag, it made it a user-generated ad for both Verizon Wireless and Samsung, if not primarily Verizon Wireless.

In my opinion, that was brilliant.

If only they had included a hashtag on the shopping bag, it would have been perfect. This not only would have encouraged customers to take photos of the shopping bag, but it would have also helped customers connect with other customers, brand advocates, and the brand.

Final Thoughts

Sometimes, it is the smallest details that can help get customers to mention and indirectly endorse brands on social networking sites.

And, as study after study has shown, consumers trust recommendations from people they know more than other traditional advertising methods that brands have relied on in the past.

By offering customers trendy shopping bags that properly reflect the brand’s image, retailers can now be included in the post-purchase photos that customers upload to social networking sites after a long day of shopping.

Photo credit: Sofy Marquez on Flickr and @chadjthiele on Instagram.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Only Half the Story: Instagram Now Has More Daily Active Users on Mobile Than Twitter

You may have read the Mashable article that reported that Instagram now has more daily active users on mobile than Twitter.

Yes, it’s true, according to comScore Instagram had 7.3 million daily mobile users in August, compared to 6.9 million for Twitter.

However, Twitter enthusiasts need not worry at all. After all, the numbers that were reported by comScore are only based on mobile users and many of Twitter’s users access the site via its website on their PC.

In fact, according to eBizMBA Inc., as of September 2012, Twitter is the 9th most popular website.

Furthermore, I think it’s misleading to compare Twitter and Instagram, because they are two very different types of social networking sites. In fact, even though Facebook now owns Instagram, Instagram and Twitter currently have a very symbiotic relationship. That is, many Instagram users use Twitter to share their photos with other people in their network—particularly those who aren’t using Instagram. This benefits both Twitter, as its users can share additional content, and Instagram, as its users can have their photos reach a larger audience.

Therefore, the fact that Instagram has more daily active users on mobile than Twitter is only half the story.

In fact, I don’t think that it’s a story at all.

In the end, Twitter is still a great place to for advertisers to focus when trying to generate buzz about their products or services. As I plan to point out in the next post, this is particularly true when used in conjunction with some other event or as a part of a larger marketing or public relations campaign.

Photo credit: eldh on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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