Author: design@barnettcox.com

How to Advertise to Millennials

BCA Intern Nora Carlblom

By Nora Carlblom

Getting someone under the age of 25 to look up from their phone seems almost impossible. While it is hard for our family and friends to get our attention, a brand or company may really struggle when it comes to figuring out how to advertise to millennial. A simple answer: A sponsored ad on social media.

WHY? Social media is the way to advertise to millennials because we are seriously ALWAYS on our phones.

  • It was found in 2015 that teenagers spend an average of 9 hours a day on social media. That means 9 hours of our day are spent scrolling through Facebook, then Instagram, then Snapchat, repeat. (CNN)

- We pay attention to social media more than things like a billboard or TV because it is often right in front of us
- It is almost guaranteed we’ll notice your product if it shows up in the middle of our Instagram feed.
- When I scroll through Instagram and see a sponsored ad that is a picture of a well paired outfit, it draws me in to the account and I often end up on the stores website.

HOW? The ad needs to be modern and appealing to youth in order to catch our eye. Along with looks, they also need to be relevant to what is currently happening. This is why social media is the way to go. Each social media platform is catered to advertising certain things. Instagram is more successful in advertising things such as clothing or food, while Snapchat is strong in showcasing a variety of things. It can range from the election to a new movie to beauty and fashion, and almost everything in between.

Product Placement
Many brands have celebrities advertise their product for them through product placement on their Instagram.
The post usually doesn’t look like a typical advertisement. Product placement can be achieved by sending someone with a large social media following to something like a music festival in their clothing and simply asking them to post a picture of them there in their clothes. Others have the celebrity holding the product or using it in a setting that is their everyday life, and their caption is them raving about the product.
The way we see it is, if the celebrity is using it and “loving” it then it must be worth the money. While, some people add the hashtags “#ad” or “#sponsored” to their post, it still drives fans to go and take a look at the product advertised.

Sponsor a Snapchat Selfie lens

A selfie lens is a silly interactive filter on Snapchat that adds various effects to your snap. A few examples are a dog that sticks out its tongue when you open your mouth or one that alters your face to make your eyes super big or your head into a pear shape.

The first filter that pops up is the sponsored one. So not only would your advertisement be fun and interactive it would be the first one Snapchat users see.

It is seen that many companies have benefited from sponsoring a filter: (AdWeek):
- Men’s Wearhouse created a filter during prom season and had a 48% engagement rate among 1,800 high schools
- Michael Kors’ put out a lens for #NationalSunglassesDay that received 100 million views and increased purchase intent 2.1 times above normal rates.

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Why Your Business Could Benefit From Using Sponsored Content

Intern Maggie

Contributor: Maggie Hitchings

What is Sponsored Content? Sponsored content, sometimes referred to as native ads, is a form of advertising that matches the form, feel and function of the platform on which it appears.  You’ve seen it pop up on your Instagram feed and Facebook wall, but this expanding form of paid media is much more than that. In fact, news organizations like The New York Times, BuzzFeed, and The Wall Street Journal have been at the forefront of using sponsored content.

Check out these two great examples of editorials sponsored by Netflix:

Why You Should Use It: As journalism continues to adapt to online platforms, so do advertisers. However, creating online ads can be difficult because pop-ups and display ads can be distracting, annoying, and blocked with ad-blockers. Sponsored content provides a way around this because it informs the audience without bombarding them. In addition, native ads are more engaging for the reader because they do not feel like advertisements and they avoid self-promotion. Not convinced? Here are a few more reasons:

-25 percent more consumers look at sponsored articles than display ads.

-Native advertising’s click-through rate (CTR) is 15 percent, and traditional display ads are less than 1 percent.

-Native advertising made up 10 percent of The New York Times’ digital advertising revenue last year.

Ways To Do It: To be successful when using sponsored content, you must produce quality content that informs and engages. A few ways to do this is in the form of:

-A quiz: Quizzes are fun, quick, and engage the audience with no blatant brand promotion, like this BuzzFeed quiz sponsored by BMW.

-An infographic: Infographics are visually appealing and easy to digest, like this one sponsored by UPS.

-A listicle: Listicles are entertaining and rack up shares on social media, like this listicle sponsored by Burger King.

-Social Media: Facebook, Instagram, Snapchat, Twitter…you name it.

The Controversy: Sponsored content should be clearly labeled as “sponsored” to distinguish it from typical content. When a post is not properly labeled, some say they feel deceived because they cannot differentiate it between an editorial piece and an advertisement. If the post is too clearly labeled, it has the potential to be ignored by consumers because it too closely resembles a display ad. In addition, when using native advertising, advertisers feel pressure to compete with both other advertisements and editorials.

How To Label: Because the biggest problem with sponsored content is the issue of improper or deceiving labeling, it is important to always label correctly. If a reader feels they were tricked into reading an advertisement when they originally thought it was an editorial, they may feel mistrust for the brand or news platform.  Here is a few examples of labels that should be placed visibly at the top of an advertisement:

-Sponsored; Sponsored Content; Sponsored By

-Paid For By; Paid Post

-Promoted By

-Presented By

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Cows are in at the Inn: Madonna Inn to host CowParade launch

Opening weekend events include artist & sponsor reception, 101-Cow Roundup

San Luis Obispo, CA – Madonna Inn is the latest sponsor to join the CowParade SLO County Herd, pledging support for three beautiful bovines and offering its event space for September’s opening weekend festivities.

 

Phyllis Madonna

Phyllis Madonna poses with a CowParade cow during a promotional photo shoot at Madonna Inn.

Before all 101 fiberglass cows – magically transformed by local artists – are put out to pasture in public spaces throughout SLO County, event staff will roundup the herd for an exhibit launch at Madonna Meadows. Artists and sponsors will have the first chance to view all 101 cows at a VIP reception Friday, September 16. The public is invited to witness the display and even see one sponsor’s cow live-painted on Saturday, September 17 from 10 a.m. – 6 p.m. Food trucks, beer and wine for sale, live music, and the Harmony Town Ice Cream Truck will be on hand for this one-time chance to see all the cows in one place.

 

The following week, 101 colorful cows will be placed to be seen “grazing” in public places throughout the county. Sponsored by local businesses, organizations and individuals, the herd will become the talk of the town – seen by an estimated 500,000 visitors and residents – before the entire stock is roped in and driven to a gala charity auction in May 2017.

 

Auction proceeds benefit The Land Conservancy of SLO County, ARTS Obispo, and the California Mid-State Fair Heritage Foundation, along with sponsor designated charities of their choice. Proceeds from Madonna Inn’s cows will benefit the Cuesta College Rodeo Club and Women’s Shelter of SLO.

 

“We’re thrilled to be among the famous destinations who have hosted CowParade, and we felt Madonna Inn just had to be part of it,” said Clint Pearce, Madonna Enterprise President. “The combination of art and agricultural education makes this exhibit a perfect fit for SLO County and for Madonna Inn.”

 

In addition to sponsorship, Madonna Inn matriarch Phyllis Madonna showed her supported for CowParade SLO County early on by displaying her singing chops in one of several local “celebrity” videos promoting the event. Watch the videos here.

 

After the first CowParade launched in Chicago in 1999, CowParade events have been held in 79 cities worldwide, including London, Tokyo, Mexico City and Milan. Auction proceeds since 1999 now total more than $30 million.

 

Check out more about CowParade SLO at http://www.cowparadeslo.com. Limited cow sponsorships are still available. Please contact Heather Hellman at heather@cowparadeslo.com.

 

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Achievement House Hosts 2016 Charity Golf Tournament

SAN LUIS OBISPO – Achievement House is looking for golfers to join its 5th annual Charity Golf Tournament. The 10-hole tournament on Saturday, April 23 at Laguna Lake Golf Course is sponsored by local businesses. All proceeds from the golf scramble go toward a new forklift, which will be used to move items from locations, including the nursery, e-waste recycling and thrift stores.

For nearly 60 years, Achievement House has supported adults with physical and intellectual challenges through a variety of programs, ranging from vocational training, to job placement, to community living services. The nonprofit’s programs are all across San Luis Obispo County and northern Santa Barbara County. The nursery, e-waste recycling and thrift stores are open to the community. Achievement House also operates the 11th Hole Grill at Laguna Golf Course. You can learn more about the programs in a new video that features the people benefiting from and businesses behind Achievement House.

The tournament will feature prizes and a raffle. This year’s raffle prizes include resort stays, fine dining, event tickets, car care, gifts, athletic memberships and more. Prizes will be given to the teams with the best and worst scores, as well as closest to pin. There will also be a $10,000 hole-in-one cash prize.

Registration costs $50 per golfer and includes continental breakfast and lunch. On-course refreshments will be available. Registration and breakfast is at 8:00 a.m., with tee time at 9:00 a.m. Lunch will be served when golfers have completed the course. Golfers can find the entry form online at http://www.achievementhouse.org/works/golf-tournament/. Laguna Lake Golf Course is located at 11175 Los Osos Valley Road in San Luis Obispo.

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Jeff Thoma joins a third generation at family business

SAN LUIS OBISPO, Calif. – Jeff Thoma, a senior engineer for Apple Inc., is leaving Silicon Valley to return to Thoma Electric, the business his grandfather created more than a half-century ago and is now led by Thoma’s father and uncle.

Thoma will join the company in April as a principal engineer.

Returning to the family business brings Thoma’s career full-circle: His affinity for engineering came from his father, Bill, the president and CEO of Thoma Electric.

 

Jeff Thoma

Pictured: Jeff Thoma, Principal Engineer at Thoma Electric Company

“I loved it when my dad brought home drawings,” he said. “I would just stare at them even though I didn’t know what the symbols meant.”

By the time he was 12, Thoma was working in the shop, sweeping floors and sorting screws. While there, he also learned about computers and computer-aided design.

“I tried to be as inquisitive as I could,” said Jeff, who was assisting the company with design by the time he was 18 and has since attained his PE (professional engineering) license.

While his early education came from his father and uncle, Ed, the company’s vice-president, the San Luis Obispo High School graduate went on to study electrical and computer engineering at UC San Diego. He was a hardware engineer at Kyocera Wireless in San Diego before he joined the prestigious Apple, Inc. in 2009.

While he cannot discuss specific projects he worked on at Apple, his experience in the pioneering tech world broadened his technical knowledge and honed his management skills, assets he will use in his new role at Thoma. He believes there is opportunity to expand the already successful business and he is excited to be part of the firm as it continues to grow into new markets.

“At Thoma Electric, there is easily over 200 years of electrical design and construction experience,” he said. “I’m looking forward to adding my own unique experience to help it grow even more.”

Thoma returned to San Luis Obispo for the quality of life – he and his wife, Alexis, are expecting their first child – and to be near family.

The Thoma family has been connected to the electrical business ever since Jeff’s great-grandfather helped electrify Chicago more than a century ago. Bill Thoma said he’s proud that his son will continue that tradition – though it comes as no surprise.

“He has a passion for engineering and told us repeatedly that when he grew up, he wanted to be an inventor,” Bill Thoma said. “And his name is on a number of patents.”

Thoma Electric, which now has 62 employees, began when Clarence “Bud” Thoma, now 96, launched Thoma Electric Company as a contracting business in 1962. The company expanded to include consulting, engineering and design.

“The next generation of the Thoma family is here, with experience and education second to none,” Bill Thoma said. “Ed and I are not going anywhere and are as excited about the business as we ever have been.”

 

About Thoma Electric

Thoma Electric, founded in 1962, provides consulting, engineering, design and construction services for projects throughout California and the West Coast. The company maintains the highest level of integrity, accountability and commitment to total customer satisfaction. Thoma leads the industry in promoting energy conservation and environmental sustainability. Among their many projects for a wide range of industries, Thoma’s local work includes several projects at Cal Poly, including the Alex G. Spanos Stadium; Hearst Castle; Marian Medical Center in Santa Maria; and Barney Schwartz Park in Paso Robles. Out-of-area projects range from the Angeles National Forest Headquarters in Arcadia to the Bakersfield Federal Courthouse. Thoma’s projects list includes 200 health care facilities, 400 school projects and 150 fire stations.

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San Luis Obispo Firm BCA Brings Home Six American Advertising Awards

SAN LUIS OBISPO, CALIF. – After winning top marketing honors from the prestigious California Office of Tourism Poppy Awards, Barnett Cox & Associates (BCA) followed up with another substantial tourism achievement, taking Best of Show at the American Advertising Awards for Coastal California. The gold award for video is one of six honors BCA received from the American Advertising Awards (formerly the ADDYs), the advertising industry’s largest and most representative competition.

 

The video, created for the City of San Luis Obispo’s tourism campaign, combines spectacular visuals with a custom music score to showcase the appeal of visiting the city. Local indie rock band Moonshiner Collective appears in the video, performing original music that captures the spirit of “The Happiest City in America.” Robin Chilton, owner of Peregrine Media Group, shot and edited the video, which can be seen on the main page at sanluisobispovacations.com.

 

“In a beautiful, cinematic way, the video highlights what makes the community special – everything from the wildly popular Farmers’ Market and stunning peaks to the Cal Poly marching band and the San Luis Obispo Symphony,” said Dave Cox, co-owner of BCA.

 

The video for the tourism campaign, funded and overseen by the City of San Luis Obispo’s Tourism Business Improvement District (TBID), was part of a complete branding makeover, featuring new logos, print and digital advertising and social media. In February, the Visit California Poppy Awards recognized BCA’s work on the campaign, presenting BCA and its digital partner StudioGood with the best overall marketing award.

 

“We were happy to let others in on what locals already know – that San Luis Obispo is a wonderful place to visit,” Cox said. “And knowing how important tourism is to the city’s vitality, we were honored to promote it.”

 

While the campaign brought awards to BCA, it brought dollars to the city: San Luis Obispo’s hotels saw a 12.3% increase in transient occupancy tax and huge boosts in other key indicators over first 12 months of the program.

 

Other distinctions BCA earned in the awards competition include:

•              Silver for SLO County Farmers’ Market Association associated campaign

•              Silver for 40 Prado Homeless Center capital campaign video

•              Silver for SESLOC Federal Credit Union TV commercials

•              Bronze for Andre, Morris & Buttery website

•              Bronze for Adamski, Moroski, Madden, Cumberland & Green LLP website

Gold winners move on to compete against winners from throughout Southern California and Southern Nevada for the right to advance to the national finals.

 

BCA, a full-service marketing and public relations firm, is owned by longtime San Luis Obispo residents Dave and Maggie Cox. Learn more and follow BCA at barnettcox.com, facebook.com/bcabrand, twitter.com/bcabrand and Instagram.com/bcabrand.

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CowParade SLO Seeks High School Students to Join the Moooooooovement

Harmony, CA – CowParade SLO County wants creative high school students to join the herd and participate in the world’s most successful public art event!

After the first CowParade launched in Chicago in 1999, CowParade events have been held in 79 cities worldwide, including London, Tokyo, Mexico City and Milan. Now the colorful cattle drive has been led to San Luis Obispo County, raising money for ARTs Obispo, the Land Conservancy of San Luis Obispo County and The California Mid-State Fair Heritage Foundation.

By fall, 101 beautiful bovines – fiberglass cows magically transformed by local artists – will be seen “grazing” in public places throughout San Luis Obispo County. Sponsored by local businesses and individuals, the herd will become the talk of the town – seen by an estimated 500,000 people – before the entire stock is roped in and driven to a gala auction in May, 2017.

While local artists are being chosen to decorate the life-sized hefty heifers, CowParade SLO is reaching out to each of the county’s high schools to paint “mini-moos” – Labrador-sized cows that will benefit art programs at the schools. CowParade SLO will donate blank sculptures to each school that wants to participate.

Art departments and their students will have two cow templates to choose from – one grazing and another standing with its head up. High schools will have until September to create their bovine for CowParade SLO. During the May gala, the cows will be auctioned off, and the proceeds from student-designed cows will benefit each school’s arts program.

It’s a great way to rustle up enthusiasm for the arts while raising money for schools. Interested SLO County high schools should contact Tom Halen at tom@cowparadeslo.com.

Check out more about CowParade SLO at http://www.cowparadeslo.com.

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Snapchat: Advertising to Millennials

By: Jessica Bohon

By: Jessica Bohon

What is Snapchat? Snapchat is one of the fastest growing social media platforms targeted toward millennials. With this photo-sharing service, the photos you send disappear seconds after they are opened. Once they disappear, users can no longer access them. The app is popular with this generation because we have learned from our parents, siblings, and teachers to be cautious with what you post online – it will come back to haunt you. There was a need for a real time application that users wouldn’t be apprehensive about posting freely. Evan Spiegel filled this void with Snapchat.

Quick Snapchat Facts:

- 7+ Billion video views per day on Snapchat

- 100 Million active Snapchatters daily

- Target Market: 13-34 year olds (millennials)

- 60% of U.S. 13-34 Smartphone Users are Snapchatters

How Has It Evolved? After starting as a simple photo-messaging app, Snapchat has grown into a versatile tool for marketing, advertising, sharing, and community connecting. While it began as a temporary visual messaging application, it became a viable social media platform when the “My Story” component was implemented, allowing users to compile snaps in a chronological storylines that are accessible for 24 hours. Originally, Snapchat was not useful for marketers because there was no way to measure engagement nor a way to have two-way interaction with consumers. Recent additions and updates have provided Live Stories and a Discovery section, which make it easy for users to keep up with what is happening in their community and other areas of interest. 

Aspects & Uses:

DT slo filter- Chatting: capability to chat with another individuals (Messages disappear just like the photos). slo pismo geofilter

- SnapCash: send and receive money through Snapchat instantaneously (password protected).

- Geo-Filters (local): user created geo-tags that represent original artwork to represent that geographic location in the community.

- Sponsored Geo-Filters: filters that advertise for companies or events.

- “Selfie Filters”: generic, animated filters for users to send to others.

- Live/Discover Stories: community and special event stories that all can see, and those within the community can contribute to.blog snapchat Tips on Using Snapchat to Promote your Business: blog snapcode

- Advertise your Snapcode on alternative social media platforms as well as print and web advertisements.

- Create a Geo-Filter in your area that represents your company.

- Utilize the Live Stories feature to promote events.

- Update your “My Story” feed consistently.

- Check back to analyze views and screenshots.

- Check and respond if any followers directly chat-responded to a Story piece.

- Use Snapchat to become more involved with the events and people within the surrounding communities.

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SESLOC joins Founders Circle of Cal Poly’s Center for Innovation and Entrepreneurship

San Luis Obispo, CA – SESLOC Federal Credit Union has teamed up with future business leaders as the first business sponsor of Cal Poly’s Center for Innovation and Entrepreneurship (CIE). Cal Poly’s CIE is a learn-by-doing experience where students get the tools to develop the skills and cultivate the mindset of an entrepreneur. SESLOC joins the Founders Circle Sponsorship level with a $25,000 contribution to the center.

 

“SESLOC has been part of this community since 1942, committed to our educational roots, and this opportunity is in great synergy with our Cal Poly legacy,” said SESLOC President and CEO, Geri LaChance. “We are honored to partner with a program that fosters support for bright, energetic learners.”

 

Cal Poly’s CIE prepares students to become leaders and career ready entrepreneurs. As part of CIE, students are expected to generate innovative solutions to real-world problems, research promising technologies and develop viable business plans. It’s a unique mix of education, business and government working together to stimulate entrepreneurial activity at Cal Poly and within the local community.

 

“We’re very pleased to have SESLOC involved. This is an exciting partnership for our organizations that will benefit our community greatly,” said CIE Director of Development Cory Karpin.

 

“We’re a nonprofit that relies on the support of many to offer the next generation of founders and innovators the tools and resources they need to be successful,” said CIE Communications Manager Candice Conti. “SESLOC’s contribution is invaluable to the students who depend on CIE for financial and technical service support.”

 

SESLOC is federally insured by the National Credit Union Administration.

 

SESLOC Federal Credit Union, with over 42,000 members, 130 employees and assets of $700 million, has been serving members since 1942. It is a full-service financial institution that currently has branch locations in San Luis Obispo, Paso Robles, Arroyo Grande, Atascadero and a new location in Santa Maria opening February 1, 2016.
For more information on SESLOC, visit
www.sesloc.org.

 

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Los Osos water customers save 40 million gallons of water in 2015

Los Osos – Los Osos Community Services District (LOCSD) water customers saved more than 40 million gallons of water between January and November 2015 compared to 2014. Customers reduced water use by 20.6% overall, according to cumulative water usage reports from LOCSD.

 

Under Governor Brown’s emergency drought order, communities are required to cut water use between four percent and 36 percent—a number determined by a community’s average number of gallons of water used per person per day. In Los Osos, the governor mandated a 20 percent reduction in use over 2013 consumption. Between January and November 2015, district customers reduced water usage 29.78 percent compared to 2013.

 

To put the 2015 savings in perspective, 40 million gallons of water would fill enough gallon-sized jugs to stretch from Los Osos to New York, plus 500 miles farther. If you compare 2015 to 2013 (65 million gallons saved), the jugs would stretch from Los Osos to Japan, and then some.

 

The district’s goal for residential water usage is 50 gallons per person per day. Currently, customers are using approximately 65 gallons of water per person per day.

In addition to the drought, Los Osos residents face another water challenge. Earlier this year, LOCSD released an updated Seawater Intrusion Report that showed an advancing wave of seawater encroaching and mixing with freshwater in the basin. Years of drought and basin overdraft is rapidly worsening the intrusion rate. Seawater intrusion renders freshwater unusable.

 

Visit www.SaveLosOsosWater.org for more information, and Facebook.com/SaveLosOsosWater.org for regular updates on progress.

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