How to Capitalize on Disappearance

Advertisements are constantly being thrown in the consumer’s face. After infiltrating social media and attempting to master a more natural approach, marketers now have an advantage: the value of disappearance.

Companies can use tools like Instagram and Snapchat stories to reach consumers and vanish just as quickly as they came, providing the perfect opportunity to offer special promotions, showcase new products, and reveal teasers of future campaigns. When it comes to clothing lines, stories are the ideal location to spread the word about sales. Considering they are only available for a 24-hour time span, corporations can reach their audience without broadcasting discounts.

Nordstrom for example, noted the looks they loved from #LFW highlighting the Tommy Hilfiger x Gigi Hadid fall '17 collaboration, subtitledTommy Now: Rock Circus.  Using the "swipe up" feature to read a review of the show on their blog, The Thread.  (Nordstrom Rack slated to open in Poplar Commons, at the corner of Poplar Ave and Perkins Extd, in October, hands up!).  Gigi thanked both her Fashion Fairy Godmother and all her models who rocked out all their new fall looks.

But fashion labels aren't the only industry taking advantage of this magic trick.  Whole Foods share lifestyle shots of their favorite weekly sale items via Instagram's Stories feature with the hashtag #WholeFoodsFaves.  McDonald's storied their Uber Eats campaign, letting viewers know that their savory salty fries can be delivered to your doorstep 24/7. Conde Nast features city-specific restaurant guides again, using the "swipe up" option directing followers back to their website to view on their blog.

Additionally, it is the perfect platform to show your creative process. It is an opportunity to reveal a behind the scenes, before the scenes glimpse into product creation. This makes the consumer feel included and takes the edge off of the “big bad company” image some businesses may have by adding an element of informality.

Because it lasts a day, the time-frame is ideal for take-overs. If you're collaborating with another brand, these take-overs can serve as a connecting piece between corporations. Actress/Model Jamie King, took over Harper's Bazaar's Instagram giving viewers a glimpse into her preparation for Dior's fashion show.  From hair to makeup and of course, a front seat view of the runway. And if not collaboration, use the take-over to guide the consumer through a company event. There is nothing like an inside look to attract an outside consumer.

The aspect of disappearance is useful. Although the timeframe may seem short, it allows for a lot of marketing possibilities, so next time you open up the app, considering allocating your brand some personalized face time.  Instagram stories shine with their ability to include links and mention other users.  Inclusion, unlike Snapchat's exclusion/secret factor, creates a feeling of community. Tell us what stories you find enchanting in the comments below.

Advertising is dependent on creativity, duh, but it is equally dependent on analytics.

You can’t know if an idea is worth anything without proof. Campaigns rely on numbers for the foundation. They are the evidence that a pitch is capable, deserving of those big advertising bills, and most importantly explains to a client that their investment guarantees a return. Analytics is an easy way to describe the systematic computational analysis of data or statistics. It covers all mediums of data that need to be sifted through in order to create an entirely sound campaign.

This includes various charts that help to track a business's progress, do a quick background check on the desired target audience, and, in short, fully explain why you’re doing whatever it is that you’re doing. Additionally, it’s important to utilize all of the visual ways a researcher interprets her data, thus giving your company multiple perspectives. Be smart. Value data. Amplify the success of your company with numbers 😉

Still confused? Take these seven steps to numerical heaven.

The 7-step business analytics process doesn't have to be overwhelming, let us help break it down for ya...

Step 1: Define the business needs.

Step 2: Explore the data.

Step 3: Analyze the data.

Step 4: Predict what is likely to happen.

Step 5: Optimize or find the best solution.

Step 6: Make a decision and measure the outcome.

Step 7: Update the system with the results of the decision.

Most people are already doing this. If you’re good at your job, which you are, it comes more naturally than second nature. It’s first nature. But mapping them out makes it easy to see, and furthermore, execute without worry.

The analytic scientists in this business risk it to get the money, honey. They have to document the correct data, in the right format, at the right time and give it to the perfect people. If you find yourself wondering whether these people are researchers, bots or internet spies, sources have not yet determined the answer. Data is important. Anything and everything.  The comment section is all yours, go ahead and analyze away.