Coral Restoration Foundation™ and Tinsley Take Times Square

By Dorn Martell

If you look up in Times Square between now and September you will see our latest film for Coral Restoration Foundation™. Based on the famous “this is your brain on drugs” PSA from the 1980s, our film tells the story of a brain coral that’s been bleached by global warming. 

This is another, in a series of initiatives Tinsley’s been working on to support the sustainability efforts of CRF™ and The Monroe County Tourist Development Council. Most people look out at the ocean and see nothing wrong, but we’re here to let everyone know there is a crisis below the surface. Ocean temperatures are rising and coral reefs are dying. The Coral Restoration Foundation™  is here to provide hope for the future by growing genetically diverse corals and returning them to areas that have been decimated by a combination of local stressors, coral bleaching and other diseases. Our coral reefs are vital to the overall health of the ocean, as they provide habitat for countless species of marine animals and help protect the mainland from increasingly strong storms.

“The message that we want to get out is that our actions have put the future of our coral reefs in jeopardy. Working with Tinsley, we’re telling people that it’s not too late, that we can still save and restore the “rainforests of the sea” – we just need to work together!” said Alice Grainger, Communications Director, Coral Restoration Foundation™.

We live in dangerous times, and if we bury our heads in the sand it may be too late. But Tinsley and CRF™ are not giving up! We will continue to fight for our reefs so they will be there for generations to come. Please do what you can by donating or volunteering. Find out more at CoralRestoration.org. And to learn how Tinsley Advertising can help tell your brand’s story contact us.  

How long-form videos fit into a short attention span world.

By Dorn Martell

There is no doubt that the average person’s attention span has decreased (are you still with me?). Four-hour political speeches and three-hour operas were once considered the norm a hundred years ago. Now people exist in a constant state of restlessness swiping and clicking their way to the Promised Land of interesting content. But, does this mean that all video must be cut down to nanoseconds, and that anything over 30 seconds will never be seen?

Simply put, no.

Our experience and research has shown that long-form videos enjoy great viewership and engagement, but the challenge is putting the most engaging content on the right platform. And there is a difference between the platforms and the state-of-mind of the viewer.

YouTube and your Website
The difference between these platforms and other Social Media Platforms is the search/opt-in dimension. For example, our 2-minute video for the Rustic Inn at Jackson Hole generated more views and had greater engagement than any video the company had ever produced. And over 85% of viewers watched the whole film. It wasn’t just because it was a really high quality film; viewers who were interested in visiting Wyoming sought it out. The sweet spot for length appears to be between 2 and 3 minutes, but videos between 6 and 15 minutes can garner a 50% engagement rate! This demonstrates that relevant content can hold the viewers attention for much longer than predicted.

Facebook
Videos on Facebook are viewed differently than videos on YouTube or your website. The videos may appear in your newsfeed, as posted organically by friends, or you may see videos posted in groups that you belong to. Then, there are sponsored posts with videos. These videos are supposed to be targeted to your interests but experience shows they are quite random. The optimal length of a video on Facebook is 60 seconds. If a viewer has a connection to the content they will invest a minute of their lives to watch it. This 60-second video was part of a very successful fundraising campaign for the Coral Restoration Foundation: If a tree falls.

Instagram
The popularity of Instagram is quite amazing, from its beginning as a photo filter app to its current dominant position in Social Media. Millennials and Gen Z flock to Instagram mainly because their Mom is on Facebook and you can “follow” celebrities instead of having to “friend” people. The videos that got the most comments on Instagram averaged 26 seconds. So, the prediction of the “death of the 30-second spot” has proven to be over-hyped as the 30-second video is alive and well on Instagram. Here is an example of The Florida Keys & Key West’s sponsored post.

Video Pre-roll
A lot of advertisers will see stats that indicate that viewers will drop off within 3 seconds and therefore try to pump as much info in the beginning of the film as possible. This is a mistake. If your audience taps out before 3 seconds your content is either not relevant, not engaging or they clicked on it by mistake. Our research indicates that the “skip ad” button stimulates viewers to click off regardless of content. So it is important to buy pre-roll that cannot be skipped. 15 and 30 second formats work well for video pre-roll. An engaged viewer will consume up to 30 seconds while waiting for their video to play or continue. Here is an example of 15-second pre-roll for The Florida Keys and Key West.

The bottom line is this: if you create relevant and engaging content your audience will watch it, whether it’s 15 seconds or 15 minutes. Don’t dumb down your videos or assume you have to trick people into interacting with your brand. Be honest. Be creative. And don’t be afraid to go long.

IT’S NOT ALL ABOUT THE NUMBERS. A HOLISTIC APPROACH TO HEALTHCARE MARKETING.

HOLISTIC APPROACH TO HEALTHCARE MARKETING

By Rick Blitman

Okay, so your new website is up and running. Your video went viral. Your CRM is reaching out. And your social media is getting seen. But are you really connecting with consumers?

It’s hard to tell.

That’s probably not the answer anyone expects to hear, but the reality is that despite an unprecedented array of data-measuring technology, there’s still no step-by-step, guaranteed roadmap to instant, quantifiable success in the world of medical marketing. 

Most people just go on about their day-to-day lives not thinking about healthcare at all, until all of a sudden, a medical issue pops up. And then it’s all they can think about. Your primary goal should be to become the first place that people with medical questions think about when they need medical answers. That’s where marketing actually begins.

While there’s no denying the importance of KPIs in a digital world, the first step in the marketing chain still revolves around creating a memorable branding campaign that resonates with consumers. Just as it always has. Because no matter how robust your website is, no matter how extensive your outreach, consumers won’t reach back unless you make them feel something. In other words, you can’t treat your patients like a number.

Think of it as the difference between a doctor who walks in, looks at your chart and instantly diagnoses you, versus one who looks you in the eye and asks how you’re feeling.

When people are at their most vulnerable, they’re likely to remember the confident voice that tells them they’re going to be okay.

And once you’ve established that voice, it’s essential to reinforce it at every touchpoint on your patients’ health care journey. From their initial web search, to the way you answer your phones and respond to inquiries on your web portal, every interaction should be a seamless reflection of the brand. 

At Tinsley Advertising, we weave stories across every platform. Whether it’s creating a compelling emotional story about the healing power of faith for Holy Cross Hospital, or providing the comforting reassurance that nobody understands children better than Miami Children’s Hospital, whether on a 75” tv screen, a 48’ billboard, or a 468 x 60 pixel banner ad on your cellphone, the tone remains the same. And so do the results. Holy Cross Hospital’s web traffic increased by 42%, and Miami Children’s by 50%. And both institutions successfully reversed declining market shares.

 With careful planning, critical attention to detail, consistent follow-through and a little bit of magic, all of your numbers will fall into place, too.

How TECHNOLOGY is Changing the SOCIAL MEDIA Game for Travelers

By Giovanny Gutierrez

Art of Travel Marketing Magazine

We may not have flying cars just yet. And Elon Musk’s hyperloop is still just a pipe dream. But make no mistake: the future of travel marketing has arrived. And today, new technologies are changing not only how people book travel, but also how, where and for how long they go.

Think about it – for many of us, travel planning takes place mostly or entirely within the online social sphere. We learn about cool places to go on Facebook, Instagram and Pinterest. We research destinations that interest us in on TripAdvisor, Yelp and Google (which now includes social media posts in search results). We book our travel on Trivago, Kayak and Expedia. And then we share our own adventures – you guessed it – right back on Facebook, Instagram and Pinterest. The irony is, the ultimate goal of using this technology is to turn off our brains for a week or more.

So does all of this mean that uploading an Instagram photo into the ethersphere every day at 2 a.m. and 5 p.m. EST (good times, by the way) is enough to give your travel brand the top of mind awareness it needs? It should only be that easy.

You see, as consumers become more digitally connected, their purchasing behavior becomes more complicated. Today’s traveler has more touch points with more brands than ever before. So while marketers need to stay on top of the shifting popularity of social platforms to capture and retain their customer’s business, you need to have a deep understanding of their intentions at every stage of the customer lifecycle. Travel companies and marketers have taken notice, and are investing millions of dollars into emerging technologies designed to help them keep up with this hyper-changing, socially interconnected world. The goal? To provide consumers with better recommendations that meet the demand for more personalized online experiences – long after the transaction has been completed.

Enter algorithms and artificial intelligence (AI). Once the stuff of sci-fi cinema (think “Blade Runner”, “War Games” and “The Matrix”), these technologies are real, and absolute game changers for social media planners. While it’s important to realize how algorithms work, it’s vital to understand that the slightest change might affect your marketing efforts. Just when companies thought they had Facebook all figured out, the social media behemoth decided it wanted more relevant user posts and less publisher content in its news feed. By changing its algorithm to “pay to play”, Facebook caught many companies with their pants, well, you know. Instagram’s change from a chronological feed to prioritizing content that receives above average engagement wreaked havoc of its own.

So what can a savvy social media marketer do to game the system? Focus content not on views and reach but engagement instead. Create valuable content that will be boosted, by making it engaging, educational, entertaining and most of all, relevant to your audience.

As the number of social media networks grows, the way consumers interact with them grows as well. Yet despite all this growth and technology, at the end of the day it’s still about people. As essential as artificial intelligence has and will become, human intelligence is still paramount. The legitimacy of your voice and the trust you instill with your message will win the day.

What does the future hold for technology? Which social platforms will reign supreme? While it’s really anyone’s guess, one thing is for sure:

Content is still king.

For more insights on travel marketing, click here for a free download of Tinsley Advertising's "Art of Travel" Magazine

WE DO. Romancing the Bridal Market.

By Danielle Salman

Art of Travel Marketing Magazine

 

Every little girl dreams of her big day. She’s finally engaged to the man of her dreams, and then reality hits: it’s time to plan a wedding. In the days of a never-ending stream of content, where does the bride actually begin to plan her fairytale wedding?

It used to be, you and mom would simply grab dad’s checkbook and pay a visit to Franck the wedding planner…and then just keep paying and paying and paying. But the world has changed a lot in one generation. TV shows like “The Bachelorette” and “Bridezillas” have transformed a once-traditional industry into a virtual free-for-all. We’ve gone from a struggle to keep up with The Jones’ to “Keeping up with The Kardashians”, overnight. Today’s brides are anything but predictable and cookie-cutter. They’re looking for something unlike anything they’ve ever experienced. They want different, exciting, fun…total wow factor. Whether it’s an extravagant soiree, intimate affair or off-the-beaten-path nuptials, the bride and groom want their guests to walk away saying, “wow, that was an amazing wedding.”

Just as today’s bride is untraditional, so, too, should be the marketing approach to reach this niche market. While continuing to place ads in established media like print and television remain important, the approach should also have a heavy focus on mobile and social efforts. After all, the Millennial market is constantly connected to their devices. She may be giving her hand in marriage, but her eyes and ears all belong to Apple and Android. Mobile has become imperative for “on the go” couples. Between lunch breaks, at work and on commutes, brides find any excuse to continue researching via mobile.

When searching for venues, vendors or inspiration for the
big day, brides also turn to social platforms like Facebook, Instagram and Pinterest. These accessible resources have replaced the maid-of-honor as the bride’s true BFF, and have dramatically changed how she discovers where to host her wedding or where to find new ideas. According to Pinterest, 81% of engaged Pinners started planning on Pinterest before even getting engaged. Think about that. Today’s brides are confiding with Pinterest more than with their beloved. Crazy.

From venue inspiration to customizable experiences, those brands that properly align their platforms to appeal to the bridal community have the opportunity to be a part of each bride’s journey. Do you accept this rose?

For more insights on travel marketing, click here for a free download of Tinsley Advertising's "Art of Travel" Magazine