Category: Marketing Automation

Whitepapers are a valuable asset for your company, and there are several great reasons to create them as part of your content marketing efforts. When used correctly, whitepapers can provide your prospects with a resource they’ll use time and time again — and can provide a boost of authority for your brand (as well as…
The post How to Put Together a Great Whitepaper appeared first on Benchmarkemail.

Did you know that 78.4% of contest shares are done on Facebook? And that on average, 34% of new fans are acquired through a contest?
Additionally, Facebook has over 2.7 billion monthly active users as of the second quarter of 2020.
As a marketer, those stats are hard to ignore. Social media contests and giveaways are an excellent way to engage fans and acquire followers.

However, running a contest requires a lot of planning. It isn’t as easy as 1-2-3 or A-B-C.
Today, let’s review everything you need to know about running a Facebook giveaway. First, we’ll dive into the rules. Then, we’ll discuss how to get started with your own Facebook giveaway. Finally, we’ll give you some ideas and examples to inspire your own contest.

Facebook Giveaway Rules
The rules on Facebook giveaways are pretty simple. According to Facebook, if you run a Facebook giveaway, you must include the official rules, offer terms and eligibility requirements (such as age and residency restrictions), and compliance with applicable rules and regulations governing the promotion and all prizes offered (meaning registration and obtaining necessary regulatory approvals).
Additionally, the copy needs to include a complete release of Facebook by each entrant and acknowledgment that the giveaway is in no way sponsored, endorsed, or administered by Facebook.
You can run a giveaway on Pages, Groups, Events, or within apps. However, you cannot run a giveaway on a personal Facebook page. You also can’t use personal friend connections as a part of the giveaway, meaning you can’t have people share on their timeline to enter or share on a friend’s timeline, or tag friends in the post to enter.
Disclaimer: This blog post includes some information on legal issues surrounding internet marketing, but legal information is not the same as legal advice — applying the law to a specific circumstance. We’ve conducted research to better ensure that our information is accurate and useful, but we insist that you talk to a lawyer if you want professional assurance that our information, and your interpretation of it, is accurate. In a nutshell, you may not rely on this information as legal advice, nor as a recommendation or endorsement of any particular legal understanding, and you should instead see this post’s info as for entertainment purposes only.
Okay, now that the nitty-gritty is out of the way, let’s get into the meat and potatoes of Facebook giveaways.

1. Set your objectives.
The first thing you need to do before you run a giveaway on Facebook is to decide what the goal is.
Your goal could be to increase brand awareness, collect email addresses, gain new followers, increase engagement, or drive traffic to your site.
Once you know your goal, you can come up with the type of giveaway you want to run (more on this below). For example, if you want to gain new followers, you could run a photo vote contest, where users need to ask friends to like their photo in the contest. This will drive more people to your Facebook page, and hopefully, convince some of them to follow you.
2. Choose a prize that makes sense for your target audience.
Once you know the type of contest you’re going to run, it’s time to choose a prize. Whatever prize you choose should make sense for your target audience and be something that they want. Choosing a $20 prize probably won’t entice people to enter. In fact, the average value of a social media contest prize is $369.
Also, generic prizes don’t usually work as well. Try coming up with something specific that your audience would like. For instance, if you’re a fitness influencer, you could run a Facebook giveaway with a workout bike as the prize. In this example, the prize makes sense considering the target audience of a fitness enthusiast.
3. Write the rules.
Now, you need to come up with the rules. Set a time frame for your contest, choose an entry method, and decide on any eligibility requirements.
Once you’ve decided on the rules and regulations, write them out. Don’t forget to include all the information that Facebook requires.
4. Create your assets.
At this point, you know what type of giveaway you’re running, you’ve decided on the prize, and you’ve written the rules. All that’s left to do before clicking “Post” is creating the assets. You’ll need images, graphics, and a caption written. The assets should make it clear that you’re running a giveaway and what the prize is.
5. Promote, promote, promote.
Once you’ve posted your giveaway on Facebook, you need to promote it through several channels. Organic reach on Facebook has plummeted to 2% in recent years, so you can’t just trust that your followers will even see the post.
To promote your Facebook giveaway, you can use other social media platforms, write a blog post, create a video, and email your subscriber list. The more ways you can get it out the better.
6. Measure success.
Now that your giveaway is over, and you’ve contacted the winner, and posted that the giveaway has closed, what do you do?
It’s time to measure the success of your campaign. You had a goal, and now you should look at a few key metrics to see if you succeeded.
Some metrics to look at, depending on your goals:

Response rate/number of submissions
Impressions/Reach
Website visits from the giveaway post
Brand mentions
Likes, comments, shares
Email subscribers

1. Photo vote.
A photo vote is a type of Facebook giveaway where you ask users to upload a photo. Then, you’ll encourage people to vote on which photo is the best.
This is a great way to acquire new followers because participants will ask their friends and family to go vote on their photo.
2. Comment to win.
While you can’t have tag friends or share posts on their personal page, you can still ask them to comment on your posts to win.
These types of giveaways usually ask users to write a caption, fill in the blank, or answer some creative question.
3. Like to win.
Similarly to the above, sometimes all you need to do is ask people to like the post. While you can’t ask people to like your page, according to the Facebook rules, you can still have them like your posts.
This is a really low barrier entry method that could be great for increasing engagement and brand awareness.
Now, let’s look at some Facebook giveaways in action.
Facebook Giveaway Examples
1. Loveline Golden Retrievers
In this Facebook giveaway, Loveline Golden Retrievers ask participants to send them a photo of their dog to be showcased in their annual calendar. Once users sent in the photos, they uploaded them to an album. The photos with the most likes won the contest.
This is a classic photo vote contest with a prize clearly targeted to the audience. People with golden retrievers would love to have their pets showcased in a calendar (I mean, who wouldn’t?).

2. Bling
This is another great example of a giveaway that’s clearly targeted to the right audience. Presumably, most people who like a game page, like Bling, on Facebook, actually play the game.
That’s why a giveaway for free in-game points is a great idea. Additionally, this is a low barrier entry giveaway as well — you only need to like the post and comment.

Running a Facebook giveaway doesn’t need to be a hassle. It can actually be a simple process if you follow our six-step guide.

 

 

37% of (EmailMonday) marketers believe that one of the most important possibilities of marketing automation strategy is to measure its performance. By considering that 75% (MooSend) of email revenue comes from personalized campaigns, we have realized that the key feature of SALESmanago system analytics is easy access to the most important statistics of automatic multi-channel campaigns. And there it is – a new Automation Process Dashboard for SALESmanago customers.

 

The ability to immediately track results of automated campaigns is not only time-saving but also helps to achieve the goals faster

 

Improving the quality of conducted campaigns is impossible without proper analysis, error correction, and careful comparison of previous results. However, this is a time-consuming job, and as you know – time is money. Even 74% (Review42) of marketers say that the biggest benefit of marketing automation is saving time. So why should Marketing Automation technology not help us automate the understanding of the results generated by our marketing activities?

 

89% of marketers ranked improving the ability to measure and analyze marketing impact as a top priority (Responsify),
Only 58% of marketers say they are often successful in achieving their marketing goals (Responsify),

 

Only 29% of marketers said they had no issues or delays in getting results from automated campaigns (VentureBeat).

 

 

Deeply analyze results generated by your multichannel marketing campaigns, and based on this regularly improve your strategies.  Track revenues from each process and see which channel achieves the highest profits.

 

4 points that will make you look at analytics in a completely different way

 

Measure sales generated with all communication channels you used in your automated campaigns and check what part of your total sales is coming from the automation,

Analyze how the engagement created with each communication channel translates into sales from your automated campaigns,

Easily access the list of best performing automation processes and workflows and learn what results each of them is generating. Improve the omnichannel communication process to boost conversion across the entire customer journey,

Based on data from the detailed analytics panel, make the right decisions, react quicker, and refine your campaigns without worrying about achieving marketing goals. 

 

How can Automation Process Dashboard affect 1-to-1 campaigns and guarantee profit growth in every company?

 

Observe which of your Automation Processes bring the highest revenues and on this basis refine the strategy of less profitable marketing campaigns,

Learn from mistakes, use the possibility of viewing statistics for each individual Workflow and Automation Rule, and quickly assess whether the marketing activities undertaken in a given process bring results,

Compare the ratio of revenues from automation processes to total sales in your eCommerce and check if you are successively mapping, personalizing, and optimizing the path of each customer,

Analyze how email messages, SMS messages, and Web Push notifications statistics have changed in 1-to-1 campaigns and easily monitor changes in average OR and CTR of emails, to check if you reach their intended marketing goals,

Monitor customer activity by checking the number of activations to decide if additional processes are needed to stimulate them.
marketing automation

marketing automation

One of the challenges organizations often encounter when they decide to outsource digital content creation is quality. It’s true that there are countless content mills that crank out low-quality articles at unbeatable prices, but you can find quality copy tailored to your voice and audience with the right approach to outsourcing. Getting your money’s worth…
The post How to Maintain Quality When Outsourcing Digital Content Creation appeared first on Benchmarkemail.

if you ask me
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Last Updated on February 2, 2021 by Rakesh Gupta Big Idea or Enduring Question: How can users be allowed to Merge Chatter Topics? Topics for Objects allow us to organize the records using Chatter’s topic. Topics help to organize records in a … Continue reading →
The post Getting Started with Salesforce Flow – Part 56 (Merge Chatter Topics with the Help of Salesforce Flow) appeared first on Automation Champion.

Roses are red, violets are blue, Valentine’s Day is coming … and you didn’t think this one through.
If you’re shopping for a marketer, picking out a gift can be even more intimidating. We love trends, creativity, but also practicality! So — do you go the creative and funny route, and buy us something that can help us in the office? Or, do you embrace a pop culture trend we’ve been raving about?

With everyone’s favorite “Hallmark holiday” right around the corner, we had a hunch that some of you might have forgotten to pick up something special for a friend, family member, or special someone who works in the marketing world.
Rather than letting you default to a box of chocolates, we’ve come up with a list of creative, useful gifts that are sure to impress. Now, we’ll be the first to admit that some of them are kind of nerdy … but aren’t we all a little nerdy, after all?
We’ve accounted for all types of budgets by listing the gifts in ascending order by price. All the following items might not ship in time for the big day, but you can still use the following list as inspiration for a last-minute in-person shopping trip.

Top 20 Nerdy Valentine’s Day Gifts

The Gift of Nothing
Heart Headphone Splitter
Catnip Chocolate Covered Strawberries
Cable Labels
Seed Money
Bluetooth Beanie
Snapchat Bitmoji Merchandise
Chili Herb Infuser
Plant-o-Gram
Spicy Honey
Sushi Slippers
Heart Beat Camera Strap
Potato Parcels
Star Wars Cookie Jar
LED Globe-Shaped 
Red Converse Sneakers
FujiFilm Mini Instant Film Camera
Smart Water Bottle
Canon Ivy Mini Photo Printer
Smart Ring

20 Nerdy Valentine’s Day Gifts for That Special Someone
1. The Gift of Nothing

Price: $1+ (from various websites)
Just started a fling with someone and think a gag gift would be appropriate? Maybe you should give your special someone the gift of — well — nothing. Yes, this is an actual prop you can buy. There’s even multiple video unboxings online. Check this one out:

The best part? If this product actually does “something,” you can return it for a full refund. 
2. Heart Headphone Splitter

Price: $5.00
This festive headphone splitter allows you to plug your headphones into one of the dual aux inputs, leaving the other open for a friend or special someone. The best part? It comes on a handy keychain so you can bring it with you everywhere.

3. Catnip Chocolate Covered Strawberries

Price: $6.00+
Now, I’m a dog person … but I work closely enough with a few hardcore cat ladies to know that in order to win them over, you’ve got to win over their cat first. And these catnip chocolate-covered strawberries are sure to do the trick.

4. Cable Labels

Price: $9.99
Give the gift of organization this Valentine’s Day with these adorable little “cord huggers.” They cling onto wires to make it easy to sort through that tangled mess behind monitor or under your desk.

5. Seed Money

Price: $9.99
For the pun-lover, I present to you: seed money. Cleverly disguised as change, these coins are minted from handmade paper embedded with seeds. Plant them, water them, and watch your investment grow. (Get it?)

6. Bluetooth Beanie

Price: $12.91
This beanie will keep your head warm while keeping your ears happy. Thanks to the built-in microphone, your special someone can talk hands free for up to six hours. Pretty cool, right?

7. Snapchat Bitmoji Merchandise

Price: Varies
If you’re friends with a millennial marketer, they’ve probably used Snapchat or at least have created a Bitmoji. If so, you can visit the merchandise store on the Snapchat app and purchase shirts, cups, or other products with you and your friend’s Bitmojis on them. 
To do this, all you have to do is go into your Snapchat app, tap your face icon in the corner to get to your profile, then scroll down and press the “Shop Bitmoji Merch” button to see the available merchandise. Once you click on an item, you can select your friends emoji to have a picture of both of you appear on an item.

8. Chili Herb Infuser

Price: $13.70
Enhance the flavor of your favorite soup or stew with this chili-shaped herb infuser. This reusable pepper holds all of your herbs together so that you don’t have to worry about having a pesky piece of green stuff between your teeth.

9. Plant-o-Gram

Price: $13.99
Flowers are great, but why not opt for the gift that keeps on giving? Long after the petals on that overpriced bouquet of roses have shriveled up, this unique air plant will still be thriving. Plus, it comes in a festive package with a personalized message of up to 100 words.

10. Spicy Honey

Price: $15.00
Serving as the perfect blend of raw honey from independent beekeepers in the Hudson Valley and specially selected chili peppers, this sweet and spicy treat is sure to delight your valentine.

11. Sushi Slippers

Price: $15.99
Nothing says I love you quite like faux fish for your feet. In all seriousness, this is the perfect gift for the sushi-lover in your life. And it’s guaranteed to make them feel all warm and fuzzy … at least from the ankle down.

12. Heart Beat Camera Strap

Price: $19.95
Help your valentine keep their camera close to heart with this unique camera strap. Embroidered with a healthy heart rate design, this strap will remind your valentine just how much you care.

13. Potato Parcels

Price: $20-$40
Does your special someone love potatoes and weird gifts? There are a few services, one being Potato Parcel, that will allow you to put a message or an image of your face on a potato and send it to someone. While the price varies based on the content printed on the potato and the distance you send it, this is sure to be a memorably weird gift.

Source: Potato Parcel
14. Star Wars Cookie Jar

Price: $24.99
Step 1: Buy the cookie jar.
Step 2: Bake cookies.
Step 3: Place cookies in the cookie jar.
That’s it.

15. LED Globe-Shaped 

Price: $34.99
This awesome speaker proves that there’s more than one way to gift a cool rock on Valentine’s Day. Perfect for the office or the great at parties, this gadget allows you to bring your favorite tunes wherever you find yourself.

16. Red Converse Sneakers

Price: $35.00
These iconic sneakers make the perfect gift for both men and women. Not only are they comfortable and durable, but the festive pop of color will add a little somethin’ somethin’ to any outfit.

17. FujiFilm Mini Instant Film Camera

Price: $49.96
Give the gift of nostalgia with this instant color film camera. Simply point, shoot, and shake it like a Polaroid picture to preserve memories with your special someone.

18. Smart Water Bottle

Price: $60.00
Show your valentine how much you care by keeping them hydrated … in a cool way. This Bluetooth water bottle from Hidrate Spark pairs with an app on your phone to track your water intake. The bottle will glow to remind you to drink more in order to hit your goal.

19. Canon Ivy Mini Photo Printer

Price: $99.99
The days of taking photos with filmed cameras and getting them developed in a dark room have come and gone. But our digital lifestyle doesn’t mean we have to give up on print photography. In fact, there are a number of photo printers that allow you to connect your smartphone and print photos from your device. 
And, if you’re shopping for a digital marketer, especially in the millennial generation, they probably have plenty of photos that they’d love to print out and treasure — even after the endorphins of Instagram Likes have worn off.

20. Smart Ring

Price: $125-$195
Believe it or not, this fancy ring doubles as a really cool piece of technology. Integrated with over 80 apps on iOS and Android, users can set custom color and vibration patterns via the corresponding app to receive notifications through the ring.

Think Like a Marketer When Buying For One
As marketers, we love to create campaigns around buyer personas. We research out target prospect, what they’re interested in, and create content that attempts to engage or delight them. If you’re buying something for friend or loved one, think like a marketer.
Take note of their interests, hobbies, and what you have in common to determine which gifts will be the most appropriate and interesting to them.
Editor’s note; This blog post was first published in February 2018, but was updated February 2021 for comprehensiveness and freshness.

Marketers spend a lot of time trying to nail down abstract concepts. They’re tasked with turning brainstorming sessions and comments sourced during focus groups into campaigns that sum up everything about a brand’s identity in a neat, tidy, and most importantly, interesting way.

But what if a consumer could walk into a room and fully experience your brand with all their senses? Pop-up events offer just that — the chance for consumers to get up close and personal with their favorite companies in a truly immersive setting. In this article, we’ll cover: 

What is a pop-up shop?
Pop-up shop ideas
How to do a pop-up shop
How to market a pop-up shop

Examples of pop-up shops for inspiration

Consumers love the lure of exclusivity, and brands love the unmatched opportunity for experimentation.

Pop-Up Shop Ideas
Your goals will dictate the type of pop-up experience you want to create and how you’ll implement it.
1. Temporary Retail Space
If you’re transitioning your business from online to brick-and-mortar, a pop-up shop is a way to simulate the retail experience and gain valuable insights into considerations such as operations and demand… without the risk of commitment and overhead.
2. One-Time Event
Even if you’re not testing the local retail market, an event-style pop-up where the press and public can attend can generate a ton of buzz for your brand. By leveraging the exclusivity of the occasion, you can use the event to pique interest. Make it a party!
3. Immersive Experience
A physical space gives you the opportunity for customers to see, feel, and experience your brand. With that in mind, you can use your pop-up shop to provide a unique, immersive environment. That might mean interactive displays or other unexpected physical elements that add a wow factor.

How to Do a Pop-Up Shop
It’s an undertaking to pull off a successful pop-up, requiring a lot of planning, scouting, and marketing leading up to a launch. Here are the main steps you’ll want to consider as you set up:
1. Evaluate your goals and select a theme.
Are you testing the market for a more permanent location? Or are you generating buzz? Knowing your goals will help you determine what kind of space to look for, what type of pop-up shop to run (see above), what supplies to purchase, and how to market and operate it.
2. Scout for a location.
Because your pop-up is temporary (to start, anyway), you don’t have the benefit of word-of-mouth or brand/location recognition. That means you’ll need to choose a location with plenty of foot traffic to maximize your impact.This consideration, of course, needs to be balanced with the cost of renting the space and the availability of a short-term lease.
Good places to consider include:

Outdoor stands or kiosks
Empty storefronts
Art or gallery spaces
Marketplace or tradeshow booths

You can also use services such as Peerspace or We Are Pop Up to scout locations.
3. Shop for fixtures and supplies.
Once you know where you’re setting up shop and how long you’ll be there, you can plan your space. This includes purchasing fixtures such as shelving as well as any supplies/decor to pull off your theme.
4. Plan the launch and opening.
Because your pop-up is a fleeting experience, you don’t get the benefit of long-term clientele building. Its success hinges on the marketing leading up to the launch (more on that later) as well as the momentum earned on that day. For this reason, you’ll want to give yourself enough lead time before the opening to generate interest and also create an experience that will get people talking.
4. Launch and enjoy.
Remember, the purpose of a pop-up shop is connecting with your customers. Sure, it’s all about your brand, but your brand is for them. Your intricate planning sets the stage for an incredible experience, but so does your interactions with them. Be prepared to provide a level of service that has your customers spreading the word, coming back, and remembering your brand once you’ve gone.
5. Analyze and determine what went well.
Take a look at the foot traffic you got, the sales you made, the revenue you generated, and the social media engagement you received.
What worked, and what didn’t? What was your ROI? Is it worth opening a permanent shop or repeating the experience elsewhere? What would you do differently?

Pop-Up Marketing
1. Don’t be afraid to do PR.
The media will be your friend in getting the word out. Reach out to local publications to see if you can earn a feature and draft a press release to see if you can earn coverage. It may even be worthwhile to send exclusive invites to a few journalists for the date of your launch.
2. Reach out to local influencers and bloggers.
Influencers and bloggers may have smaller reach than traditional media outlets, but their followings will likely be highly targeted and engaged. Find out how much promotion might be, and don’t be afraid to offer perks!
3. Create an event on Facebook.
Promote to your existing Facebook followers by creating a Facebook event and inviting them. This will spread awareness to your existing fans and increase the reach of your pop-up marketing efforts.
4. Advertise on Facebook.
Facebook has advanced targeting options for audience type and geographical area, making it an ideal channel to spread the word to prospects who don’t know you yet. Read more about how to create a Facebook ad.
5. Email your database.
Tap into your existing customer base and let them know about your pop-up with email marketing. Your campaign will be even more successful if you can segment your database and target your customers in the area.
6. Leverage direct mail.
One of the best ways to promote a local event is through direct mail campaigns to residents in the nearest zip codes. Mailers function as invites to the general public. You’ll also be able to push the promotions you’re running.
7. Generate buzz and FOMO with promotions.
FOMO (fear of missing out) can motivate buyers to show up and engage. You can tap into this with exciting promotional strategies such as contests, freebies, discounts, and door-buster deals.
8. Put out signage.
Signage will help you get the attention of nearby foot traffic, so invest in flyers, banners, and window clings that are attractive and catch the eyes of passers-by.
To inspire your next branded experience, we’ve curated a list of these innovative and visually stunning pop-up events.

15 Examples of Next-Level Pop-Up Events
1. COS Los Angeles
Experimental architecture firm Snarkitecture was inspired by mirrored surfaces and simple silhouettes when designing this temporary retail space for LA-based fashion label COS. The folks at Snarkitecture transformed an empty industrial space into two identical, monochromatic rooms — one white and one pale pink — leaving the focus on two racks of minimal clothing. The reflected space “creates an unexpected and altered world for visitors to experience and share.”
Image Credit: Snarkitecture
2. BarkShop Live
Shouldn’t your dog be able to shop for his own toys? Bark & Co, the ecommerce company behind BarkBox, certainly thinks so. For one week in June 2016, the dog-centric retailer set up shop in Manhattan, inviting dogs and their owners to try out their squeaky, bouncy, and chewy offerings in-person. The lucky pups in attendance were fitted with RFID-enabled vests, which tracked the toys they played with the most. Owners were then able to view and purchase their dogs’ favorite playthings directly from the event’s custom mobile app.

Video from Digiday
3. Glossier Summer Fridays Showroom
In Summer 2015, online makeup and skincare brand Glossier styled a floor of its Manhattan headquarters as a temporary retail showroom — the closest thing to stepping into its beautifully curated Instagram feed. The space offered Glossier products for sale, but as founder Emily Weiss explained, selling tubes of moisturizer and lip balm wasn’t necessarily the pop-up’s top priority. “It’s not really just a store,” Weiss said in an interview with Racked. “It’s almost like this is a giant mood board for the company we’re hoping to build.”
Created under the direction of set designer Marguerite Wade, the penthouse featured custom floral arrangements by Meta Flora and an installation by multi-media artist Grace Villamil.
Image Credit: Glossier
4. Fast Food Aid
Creative directors Ikkyu and Junya Sato of Kaibutsu design studio noticed that young adults in Harajuku had a serious fast food problem — and they decided to do something about it. To promote organic food chain Dohtonbori, they launched Fast Food Aid, a pharmacy-inspired vitamin pop-up that offers a selection of health supplements aimed at junk food lovers. And all it will cost you is a receipt from a fast food place.
After a guilty indulgence, exchange your receipt for a customized bottle of supplements that will replenish the nutrients missed at your last meal. Each canister is aimed at a particular junk food — ramen, pizza, hamburger, etc., — to make sure your system gets what it needs.
Although Dohtonbori isn’t actually selling anything for profit at the shop, its been able to educate visitors about health and wellness, hopefully driving them to opt for healthier food options in the future — like Dohtonbori’s own restaurant.
Image Credit: Fast Food Aid
5. Pantone Café
What does color taste like? If anyone knows the answer to that question, it’s Pantone. The world’s most well-known color company has been running a pop-up café in Monaco for the past two summers, selling a minimal menu of pastries, lunch options, coffees, and fresh juices — all branded with Pantone’s signature color swatches.
So does this mean Pantone is permanently branching out into cuisine? Not quite. The seasonal eatery is perfect Instagram-bait, and it has successfully generated a ton of buzz in the press. It’s a perfect example of a pop-up event enabling a company to take creative risks with its brand by stepping outside of its typical business model.
Image Credit: Pantone Café
6. Real Life At Work
To offer passersby a glimpse into its world, London-based ad agency Wieden+Kennedy invited graphic artist Emily Forgot to transform the front window of its office into an imaginative, cartoon-inspired pop-up workspace. Using exaggerated monochrome imagery, Forgot crafted a whimsical office scene from paper, complete with a typewriter and a clock that ran backward.
For a few weeks, real agency employees took turns “working” in the window. The whole thing was then broadcast live via webcam on the agency’s website for anyone who was curious enough to watch. The pop-up was a unique way for W+K to shrug off the stereotype of the ad agency that takes itself too seriously — plus it was a creative chance for the team to engage with the community.
Image Credit: Wieden + Kennedy London
7. Früt
How do you make inexpensive, packaged underwear appeal to high-end consumers? Just create a “luxury” lingerie pop-up with a fake, fancy-sounding name. CP+B Boulder helped client Fruit of the Loom open up an intentionally pretentious and ludicrously over-priced boutique for its underwear, complete with colorful intimates hanging from over-the-top tree displays. Früt sold only Fruit of the Loom undergarments, but shoppers who usually wouldn’t deign to buy the brand were lured in by the high-end guise.
Image Credit: Wieden+Kennedy London
8. Organic Valley Coffee Shop
In a clever shot aimed at the artisanal coffee movement, creative branding agency Humanaut opened up a pop-up cafe to promote its client Organic Valley’s new coffee creamer. The temporary Manhattan storefront adhered to all of the typical hipster tropes — a minimal logo featuring arrows and X’s, modern glass mugs, and trendy sizes — Lil Bit, Double, and Lotta. And they cast a real Organic Valley farmer as the shop’s folksy proprietor.
There was one catch: The shop only sold measured portions of half-and-half. You ordered your creamer at the counter from a barista and added your coffee separately. The spoof was a major success. Unperturbed by the irony, New Yorkers lined up to order shots of plain cream for $2 a pop. “No one had a problem paying $2 for a pour of organic half-and-half,” said Humanaut’s creative chief David Littlejohn. “In the end, the idea wasn’t as crazy as we thought it was.”

Video Credit: Organic Valley
9. 5-Minute Internship
Solve, a Minneapolis-based creative agency, wanted to re-vamp its summer intern hiring process to attract recruits who can really think on their feet. So naturally, they created a portable, small-scale replica of their office — complete with a receptionist-staffed micro lobby — and set off on an epic college-campus road trip.
Students at participating campuses were given a 5-minute challenge based on their area of interest — and those who performed the best were invited to interview on the spot. The pop-up event tripled the amount of applications the agency received to its internship position.
Image Credit: Adweek
10. The Picture House
Capitalizing on the Instagram food photography craze, Birdseye opened up a temporary restaurant in London where diners could settle their bill with an Instagram post — all they had to do was take a snap of their meal and add the hashtag #BirdsEyeInspirations. The event was a creative social media experiment that helped generate free publicity for the frozen food company’s Inspirations line of products. Branding agency Slice was behind the world’s first pay-by-picture pop up.
Image Credit: Slice
11. The Period Shop
For one weekend, Kotex launched a pop-up in New York aimed at alleviating negativity and spreading love for women during their periods. The store, which was developed by ad agency Organic, featured ice cream, manicures, chocolate, comfy clothing, and Kotex U products for sale. Women were invited to browse the brightly colored offerings and share their experiences. And it was all for a good cause, too. Proceeds were donated to a women’s homeless shelter.
Image Credit: Adweek
12. Birchbox’s Tour
Pop-ups give online retailers the chance to show off their goods in person, interact directly with their fans, and take their brand to the next level. Birchbox — which sells subscription boxes of curated beauty products — went on a national tour in 2015, opening up temporary brick-and-mortar stores in multiple cities. In addition to selling beauty products, they offered manicures and astrology readings to entice beauty-lovers inside.
Image Credit: Racked LA
13. Fendi Spring/Summer 2016 Flower Shop
The mobile flower shop that botanical designer Azuma Makoto created for Fendi is proof that not all pop-ups need to be large scale productions. The artist adorned a three-wheeled Italian vehicle with an intricate floral display and outfitted the side of the truck as an open storefront. The vendor/driver sold limited edition Fendi bags and vases of Makoto’s floral arrangements to promote the fashion label’s 2016 Spring/Summer collection.
Image Credit: My Modern Met
14. Arnsdorf
What’s a designer to do when they’re facing a tight budget? Experiment with creative materials. This pop-up retail space for Australian clothier Arnsdorf was created by using 154 pairs of neutral-colored pantyhose, and the effect is otherworldly.
Image Credit: Fast Company
15. The Poundshop
This design collective is a recurring pop-up platform for artists to offer their goods for affordable prices. “The aim of The Poundshop is to spread design to a wider audience by making it accessible through price and engagement,” the website explains.
The pop-up shops are just as visually interesting as the art they sell.
Image Credit: The Poundshop
With a little planning and a lot of preparation, you can make a splash with a pop-up that delights your customers and spreads interest in your brand. 
Editor’s note: This post was originally published in July 2018 and has been updated for comprehensiveness.

Let’s face it: A job search is, typically, anything but fun.
It’s almost as if it carries its own five stages of grief. At first, there’s denial of its demoralizing nature. Then comes the anger over either radio silence or rejection from prospective employers. Of course, there’s bargaining — “I promise to never complain about work again, if I can find a new job!”
That’s often followed by depression and the idea that one is simply just unhireable. Then, there’s acceptance: “This is awful, but I have to keep trying, anyway.”

But we have good news. It is possible to have a little fun with your job search — and maybe even make yourself a better candidate in the process. The magic, it turns out, could be in your cover letter.
It may be true that only 35% of recruiters admit that cover letters do not materially influence the hiring process for them, but that doesn’t mean yours has to contribute to that statistic. In fact, it might be that cover letters are deemed insignificant because so few of them stand out. Here’s an opportunity for you to exercise your creativity at the earliest stage of the recruitment process.
Personalization, after all, goes beyond replacing the title and company name in each letter you send to recruiters.
What does that look like in practice, and how can you make your cover letter stand out? We found six examples from job seekers who decided to do things a bit differently.

Note: Some of these cover letters contain real company names and NSFW language that we’ve covered up.
Best Cover Letter Examples
1. The Cover Letter That Explains ‘Why,’ Not Just ‘How’
We’ve already covered the importance of addressing how you’ll best execute a certain role in your cover letter. But there’s another question you might want to answer: Why the heck do you want to work here?
The Muse, a career guidance site, says that it’s often best to lead with the why — especially if it makes a good story. We advise against blathering on and on, but a brief tale that illuminates your desire to work for that particular employer can really make you stand out.
Source: The Muse
Here’s another instance of the power of personalization. The author of this cover letter clearly has a passion for this prospective employer — the Chicago Cubs — and if she’s lying about it, well, that probably would eventually be revealed in an interview.
Make sure your story is nonfiction, and relatable according to each job. While we love a good tale of childhood baseball games, an introduction like this one probably wouldn’t be fitting in a cover letter for, say, a software company. But a story of how the hours you spent playing with DOS games as a kid led to your passion for coding? Sure, we’d find that fitting.
If you’re really passionate about a particular job opening, think about where that deep interest is rooted. Then, tell your hiring manager about it in a few sentences.
2. The ‘We’re Meant for Each Other’ Cover Letter
This cover letter example is a special one because it was submitted to us here at HubSpot. What does the letter do well? It makes a connection with us before we’ve even met the letter’s author.

“Content Marketing Certified” indicates the applicant has taken the content marketing certification course in our HubSpot Academy (you can take the same course here). Our “records” indicate he/she did indeed give an interview with us before — and was a HubSpot customer. 
The cover letter sang references to a relationship we didn’t even know we had with the candidate.
The letter ends with a charming pitch for why, despite him/her not getting hired previously, our interests complement each other this time around.
(Yes, the applicant was hired). 
3. The Cover Letter with H.E.A.R.T.
HubSpot has a lot of H.E.A.R.T. — Humble, Empathetic, Adaptable, Remarkable, Transparent. Our Culture Code is the foundation of the company’s culture, the driving force behind our mission to help millions grow better, and serves as the scaffolding for our hiring practices. Recruiters at HubSpot look for applicants that demonstrate how they embody the Culture Code and job description, paying extra attention to cover letters that are super custom to HubSpot.
In another HubSpot submission, a HubSpot applicant writes about how she found out about HubSpot, why she likes the company, and how her professional experience aligns with H.E.A.R.T.

HubSpot’s recruiting team was impressed with her dedication to the company and how she went beyond what was asked for by link her portfolio in her closing paragraph.
Short Cover Letter Examples
4. The Short-and-Sweet Cover Letter
In 2009, David Silverman penned an article for Harvard Business Review titled, “The Best Cover Letter I Ever Received.” That letter contained three complete sentences, as follows:
Source: Harvard Business Review
One might argue that this particular letter is less than outstanding. It’s brief, to say the least, and the author doesn’t go into a ton of detail about what makes him or her qualified for the job in question. But that’s what Silverman likes about it — the fact that the applicant only included the pieces of information that would matter the most to the recipient.
“The writer of this letter took the time to think through what would be relevant to me,” writes Silverman. “Instead of scattering lots of facts in hopes that one was relevant, the candidate offered up an opinion as to which experiences I should focus on.”
When you apply for a job, start by determining two things:

Who might oversee the role — that’s often included in the description, under “reports to.” Address your letter to that individual.
Figure out what problems this role is meant to solve for that person. Then, concisely phrase in your cover letter how and why your experience can and will resolve those problems.

The key here is research — by looking into who you’ll be reporting to and learning more about that person’s leadership style, you’ll be better prepared to tailor your cover letter to focus on how you provide solutions for her. 
5. The Short Story
Basha Coleman began her cover letter with a short story. The goal of this short story is two-fold:

Detail the experience she already has with the organization.
Stand out to the hiring team.

You’ll notice that her short story follows a typical narrative arc: It has a conflict/obstacle, a turning point, and a positive outcome, all created with a goal to emphasize a theme or point. In this case, Coleman is emphasizing her existing affinity with the brand and her triumphs within the program so that she can continue on her career path.
6. The Bare Bones Cover Letter
In today’s job market, cover letters aren’t always necessary. Even though many recruiters won’t ask for or even read them, cover letters can still be effective and convey personality to a reader. Writing a strong cover letter can help you better convey your interest in the position and company. 
This template from The Balance Careers puts together the essential components of a short cover letter: excitement about the position, your qualifications, and a call-to-action for the recruiter to follow up with you. Combining these central aspects in a well-written, compelling narrative will go a long way in convincing readers to hire you.
Source: The Balance Careers
7. The Breezy Follow-Up
In this cover letter, Amanda Edens is following the instructions the hiring manager gave by forwarding an email with resume and writing samples attached.
Edens knows that the body of the email is prime real estate to get the hiring manager’s attention, but she also doesn’t want to overwhelm the recipient with too much information since a cover letter was not requested. This short cover letter is the result. You’ll notice that she uses casual and breezy language to convey personality and enthusiasm, and she keeps her paragraphs succinct.
Not only does Amanda provide links to relevant writing samples that are live on the web, but she also closes with a strong final paragraph that:

Summarizes the expertise she has relevant to the posting
Emphasizes that she doesn’t want to simply get a job but rather help the organization accomplish their goals

Creative Cover Letter Examples
8. The Brutally Honest Cover Letter
Then, there are the occasions when your future boss might appreciate honesty — in its purest form. Livestream CEO Jesse Hertzberg, by his own admission, is one of those people, which might be why he called this example “the best cover letter” (which he received while he was with Squarespace):
Source: Title Needed
As Hertzberg says in the blog post elaborating on this excerpt — it’s not appropriate for every job or company. But if you happen to be sure that the corporate culture of this prospective employer gets a kick out of a complete lack of filter, then there’s a chance that the hiring manager might appreciate your candor.
“Remember that I’m reading these all day long,” Hertzberg writes. “You need to quickly convince me I should keep reading. You need to stand out.”
9. The Straw (Wo)man Cover Letter
When I was in the throes of my own job search and reached one of the later stages, a friend said to me, “For the next job you apply for, you should just submit a picture of yourself a stick figure that somehow represents you working there.”
Et voilà:
I never did end up working for the recipient of this particular piece of art, but it did result in an interview. Again, be careful where you send a cover letter like this one — if it doesn’t match the company’s culture, it might be interpreted as you not taking the opportunity seriously.
Be sure to pair it with a little bit of explanatory text, too. For example, when I submitted this picture-as-a-cover letter, I also wrote, “Perhaps I took the ‘sense of humor’ alluded to in your job description a bit too seriously.”
10. The Overconfident Cover Letter
I’ll admit that I considered leaving out this example. It’s rife with profanity, vanity, and arrogance. But maybe, in some settings, that’s the right way to do a cover letter.
A few years ago, Huffington Post published this note as an example of how to “get noticed” and “get hired for your dream job”:
Source: Huffington Post
Here’s the thing: if the Aviary cited in this letter is the same Aviary I researched upon discovering it, then, well, I’m not sure this tone was the best approach. I read the company’s blog and looked at the careers site, and neither one indicates that the culture encourages this — or lowercasing proper nouns like “Google,” for which I personally cannot forgive the applicant…
However, Aviary was acquired by Adobe in 2014, and this letter was written in 2011. So while it’s possible that the brand was a bit more relaxed at that time, we wouldn’t suggest submitting a letter with that tone to the company today. That’s not to say it would go unappreciated elsewhere — Doug Kessler frequently discusses the marketers and brands that value colorful language, for example.
The point is, this example further illustrates the importance of research. Make sure you understand the culture of the company to which you’re applying before you send a completely unfiltered cover letter — if you don’t, there’s a good chance it’ll completely miss the mark.
11. The Interactive Cover Letter
When designer Rachel McBee applied for a job with the Denver Broncos, she didn’t just write a personalized cover letter — she designed an entire digital, interactive microsite:
Source: Rachel McBee
This cover letter — if you can even call it that — checks off all of the boxes we’ve discussed here in a remarkable way. It concisely addresses and organizes what many hiring managers hope to see in any cover letter: how her skills lend themselves to the role, why she wants the job, and how to contact her.
She even includes a “traditional” body of text at the bottom, with a form that allows the reader to easily get in touch with her.
Take Cover
We’d like to add another stage to the job search: experimentation.
In today’s competitive landscape, it’s so easy to feel defeated, less-than-good-enough, or like giving up your job search. But don’t let the process become so monotonous. Have fun discovering the qualitative data we’ve discussed here — then, have even more by getting creative with your cover letter composition.
We certainly can’t guarantee that every prospective employer will respond positively — or at all — to even the most unique, compelling cover letter. But the one that’s right for you will. That’s why it’s important not to copy these examples. That defeats the purpose of personalization.
So get creative. And, by the way — we’re hiring.
Editor’s note: This post was originally published in October 2020 and has been updated for comprehensiveness.

Did you know that 49% of global respondents say they’re inclined to pay higher-than-average prices for products with high-quality/safety standards, which consumers often associate with strong sustainability practices?
Additionally, consumers are willing to open their wallets for products that are organic (41%), made with sustainable materials (38%), or deliver on socially responsible claims (30%).
In fact, the U.S. sustainability market is on track to reach $150 billion in 2021.
That, in addition to it being better for the environment, is why several companies have gone or are going green in the future.
As marketers, if you work at a green company, all the sustainable things your company does should be marketed.
Today, let’s learn more about green marketing, the best strategies to use, and some examples to inspire your own green marketing campaigns.

With green marketing, the products are usually made in a sustainable way, do not contain toxic materials, are produced with recycled or renewable materials, don’t have excessive packaging, and are designed to be recycled.
When a company can make their products in a way that’s eco-friendly, it shows that they’re committed to sustainability and social responsibility. Plus, it helps with brand reputation. When you make your products in an environmentally friendly way, you can focus on green marketing to let everyone know that you’re making an effort to help the environment.
Also, this could save you money in packaging and energy usage in the long run. While many companies don’t go green because the upfront cost is usually more expensive, they might not realize that it’ll generate savings in the long run.
However, it’s important to note that you can’t just market something as green if it’s not. There are regulations and legal standards for green marketing.
Speaking of, let’s dive into the differences between green marketing and greenwashing.
Greenwashing will ultimately be damaging to a company’s reputation because consumers will find out that the company or products are not as green as they’re promoting them to be.
To be certain you’re buying a green product, look for real certifications listed on the packaging. If you’re a company and want to promote your sustainability, you need to get actual certification that you can place on your product and website.
Once you have real certifications (and know that you’re truly trying to help the environment instead of going green for profits), then you can use these strategies to help your green marketing efforts.
Green Marketing Strategies
1. Get certified.
There are several third-party green business certifications that can help you market your sustainability practices.
To get certified, research the different certifications, including Green America, Green Business Certification Inc., or Green Seal.
Usually, you will need to meet a certain level of standards and send in an application. These certifications help substantiate your claims that you’re a green business.
2. Advertise your green message.
Once you have the certification and you’re the real deal, it’s time to get the word out. You can write blogs, post about going green on your social media, add the certification stickers to your website, etc.
Promoting your sustainability efforts will help build your brand and customer loyalty from eco-conscious consumers.
3. Incorporate sustainability into your culture.
Don’t just fall into the green marketing trap without really committing to the cause. You should incorporate green practices into your company culture. Every employee should know that you want to make things as eco-friendly as possible.
4. Support eco-friendly programs and initiatives.
When your company goes to donate to charity or support local programs and initiatives, make sure you choose ones that are green. It helps with your consistent brand message and it will support a cause you care about.

1. Go paperless.
One of the environment’s nemeses is paper. A great way to go green is to reduce the amount of paper that you use.
Mike Volpe, CEO of Lola.com, says, “The response rate for most direct mail is 2%. That means that 98% of your direct mail is wasted. Plus, in addition to the environmental impact of the 50 pieces you send for every 1 lead, there is the impact of the trucks and other transportation used to move all that mail around. If your audience really cares about the environment, send them an email, and let them know that you are not using snail mail for marketing.”
2. Don’t forget about your giveaway prizes.
If you’re ever running a giveaway, you might forget that you’re a green company and want to support eco-friendly products. That would be a mistake. The prizes you give away should also support your mission of going green.
Volpe added, “If you want to engage with your market of environmentally conscious consumers, try changing your prizes to something they will actually care about. Perhaps a donation in their name to a global charity or purchase a parcel of rainforest to be protected in their name? If your market truly cares about the issue, this will be a great tool to provide more focus to your contest marketing efforts.”
3. Make all your events green.
If you’re throwing a brand event, it needs to be sustainable.
Robin Lickliter, a Chief Experience Officer at Brightest Sparks Marketing, says, “Consider LEED-certified buildings, provide incentives to use public transportation, and consider LED lighting.”
These are great ways to keep your brand green even when you want to throw an event.
Green Marketing Examples
1. Starbucks
Starbucks is known as being a leader in sustainability. The company invests and donates money in several environmental programs. In fact, Starbucks committed over $140 million to the development of renewable energy sources.
2. Patagonia
Patagonia has made it known through green marketing that they support environmental activism.
On their site, they say “We’re part of a movement for change. From supporting youth fighting against oil drilling to suing the president, we take action on the most pressing environmental issues facing our world. Connect with environmental groups through Patagonia Action Works and take action to protect people and the planet.”
3. Ben and Jerry’s
Ben and Jerry’s actively markets the social issues that the company cares about through their website on their Values page. They regularly write blogs and discuss why it’s important to commit to environmentally friendly business practices.
With green marketing, you can let your target audience know that you care about the same issues they do. You can improve your brand reputation, while also investing and donating to a cause that you care about.