April Newsletter: Kerning Competition, New Case Study, TikTok Ban, + AI for Copywriting
This Month's Newsletter At-a-Glance
?? Social Media Feature
?? New Case Study
?? In The News
?? Our Insights
?? Marketing Digest
The Ultimate Kerning Competition
Ashley and Cooper went head-to-head in a competition where we gave them 10 seconds to adjust the kerning (AKA letter spacing for the non-graphic designers out there) of randomly selected words on type.method.ac. We recorded them in action and captured both of their competitive sides!
NEW CASE STUDY!
Planting Seeds: How a Marketing Plan Grew Event Excitement
As Vermonters, we love spending time outdoors enjoying the state parks. That's why we were thrilled to work with Vermont Parks Forever on this campaign!
This campaign promoted the first nature center restoration project for Vermont Parks Forever's Natural Connections program. Read about our approach to raising awareness, attracting event attendees, and getting media coverage in our recent case study!
"Thoughtful, responsive service is what we get from the team at LONDONmiddlebury! They are patient and flexible with the needs of our small organization and provide the skilled extra set of hands we often need in a pinch. They are deeply committed to the success of their clients- we are grateful!"
- Sarah Alberghini Winters, Vermont Parks Forever Executive Director
A Marketer's Perspective on the Potential Ban of TikTok in the United States
If you have been keeping up with the news, you know that the House of Representatives approved a bill requiring TikTok to be divested from it's Bejing-based owner, or else the platform will face a nationwide ban. The politics around this topic have proven polarizing, but what would a ban of this highly-used platform mean for marketers?
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With the viral nature of the platform, many brands have worked to grow a following on TikTok. Some of the most successful brands might even consider it their number one way to reach their audience. So, with an impending ban, brands and influencers alike are scrambling to harness their TikTok audience elsewhere.
This is one of the many important reasons to diversify your marketing ecosystem. Strategically share different content across platforms to encourage your audience to connect with your brand on each platform. Use strong calls-to-action to create urgency and FOMO (fear of missing out) to tell loyal followers that there is more content that they haven't seen on TikTok. Utilizing platforms with similar formats, like Instagram reels, is key for retaining those followers.
If your brand is only active on one social media platform, take this as your sign to expand to other platforms. Social media is an incredible tool for connecting directly with your audience. But, nothing is promised or permanent that your business doesn't own. Just like diversifying your investment portfolio, it's time to diversify your social media presence!
How to Use AI as a Flint for Content Writing
We don’t believe humans can ever be replaced in the writing world, but we do think AI a valuable tool for sparking new ideas. Dive into our article to find our tips for using generative AI to make your job quicker and more efficient.?
LONDONmiddlebury Marketing Digest
These Brands Picked a Side, and So Should Yours
Taking a side, while intimidating, can transform customers into loyal fans of your brand. See how Sparkling Ice, Nike, and Ben & Jerry’s succeeded in taking a stand to honor their brand values.
In today's fast-paced world, controversies arise on a daily basis, ranging from local disputes to viral scandals that break the internet. Occasionally, your brand may find itself at the center of these discussions, presenting an opportunity to take a stand on what aligns with your values. Rather than viewing this as a source of stress for your business or organization, embrace it as a chance to connect with your audience on a deeper level.
Today’s socially conscious consumers expect brands to not only talk the talk, but also walk the walk; authentically sharing your brand's core beliefs and ethos is a powerful way to foster deep connections and build unwavering loyalty among your target audience. Many now look to brands to use their influence and platforms to speak out on critical issues that matter to their communities and the world at large. In fact, 53 percent of consumers say they would pay more for a product that supports their social values. But what’s more telling is that only eight percent of consumers say they don't care about a company's social values.?
Alternatively, your brand might choose to remain silent when caught in the midst of a controversy. While this approach may seem like a safe option, it can have severe consequences, particularly in extreme cases. Take a look at these three brands who picked a side and their success— as well as one brand that failed to take a stand when it needed to most.
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