Christina Trafford, PMP

I had an industrial (B2B) client tell me yesterday that the product insights I provided for them back in 2012 & 2014 led them to significantly redesign their products, and that these products soon became marketplace "rock stars." The result: their competition needed to play catch up for many years, including redesigning their own products to stay relevant. I've often been asked, "What's your favorite type of research?" My response: "Research whose insights are used to effect profitable change." #marketresearch #productinsights #voiceofthecustomer #mrx #cx #rrd #precisiondialogue #effectprofitablechange

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This takes our social practice effectiveness to a whole different level where we can be precise in our insights and truly understanding audiences behaviors and propensity towards a behavior. #digitas #swat

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🚒 Hot Take: Doing things the hard way is worthwhile. The rise of AI is permeating every application, making repetitive tasks easier, removing the creative ideation process, and eliminating the time spent pouring over data to form insights. Don’t get me wrong, if you’re an expert in a subject and want to shave off time to get to a result, use AI to find efficiencies. But, if you’re taking something on for the first time or are in the learning phase, consider what you’ll lose out on by using AI to take shortcuts without first understanding the fundamentals. As access to the world’s information continues to get democratized in the hands of the many, truly understanding how things are done, how to get from point A to point Z, is going to become more and more valuable.

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I’ve spent over 10 years helping visionaries bring their dreams to life. It’s taken many forms, but by far the most exciting has been working alongside Donald Miller at Business Made Simple and StoryBrand. One of the biggest challenges I faced is this: How do I take these ideas from the white board all the way to launch day? How do we avoid missing deadlines, surprise costs, and the final product looking nothing like what we wanted to build to begin with? We spent an enormous amount of time and money attempting to fix this problem. Trainings, books, courses, you name it. It wasn’t until the last few years that we really got it dialed in. Not only does it work, but we were able to get our entire team on board. The process is too good to keep it a secret. So, this week on the podcast I pull back the curtain and walk through the 5 steps to go from just a concept to launching a product. Listen here: https://lnkd.in/dE-zYgB3

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#AI, #NLP, listening and #EarlyRadar were big themes this afternoon at Kroger's 84.51˚office where five local startups talked up the future to twenty or so national brands. Nichefire showcased breakthrough work forecasting actionable trends and the next "secret sauce" (literally) for marketers while NativeAI highlighted the power of #NPL to unlock more value from feedback loops. InfoTrust saves brand builders a ton of money and time through next-gen data analytics and Narratize is accelerating time to market with #GenerativeAI for impactful scientific, technical, and medical content. From my end, representing BrandRank.AI , I noted that "search and discovery as we know it are being disrupted" and that brands MUST get in front of the "Prompted Moment of Truth" shopper journey. I also added a little "Gamification" to the mix, asking the audience to guess the brand behind AI-generated visual metaphors (e.g. Kroger is an increasingly green and healthy "Busy Bee," Walmart is an industrious beaver) -- this to stress the urgent importance for brand builders. "Thinking and acting like algorithms." Thanks John Stieger for organizing this session (and your indefatigable support of local startups...for 5+ years I might add). Mark Wood of Cintrifuse thx for your support of the event as well and great to see you. 🔥 Judy Zitnik thanks for the partnership, deck collaboration, and always spot-on feedback/suggestions. 🔥Michael Howard 🔥Khalil El-Amin Catherine O'Shea Sarah Sanders Katie Trauth Taylor, PhD #CincyAIWeek Hank Hudepohl Kelly Cohen Summer Crenshaw Bill Hildebolt

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As Pride Month approaches, many brands are reconsidering their strategies. Recent trends show a shift towards more subtle celebrations, driven by rising backlash against “rainbow-washing” and increasing scrutiny over genuine support for LGBTQ+ communities. 📉 What’s Changing? • Consumer Sentiment: There’s growing consumer awareness and demand for authentic representation and support. • Risk of Backlash: Brands face criticism for superficial gestures that don’t translate into meaningful action. 🤔 What Can Brands Do? • Authenticity: Ensure that Pride campaigns are backed by real, year-round support for LGBTQ+ rights. • Internal Policies: Reflect the values you promote externally with inclusive workplace practices. • Long-Term Commitment: Build ongoing relationships with LGBTQ+ communities beyond June. #PrideMonth #BrandStrategy #LGBTQ #Authenticity #Marketing

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I don’t think we should be asking this question about GAI (generative AI like ChatGPT or Copilot) “What can it do?” Instead, just go through our daily tasks and experiment with activities. To see what can be hacked or jump started. I think it’s odd that we humans bemoan its lack of accuracy with a sense of insecure superiority. Hey, right now it’s great tool for complex tasks - getting us from 0 to 7 really fast. And then we can use our brains to take the next 3 crucial steps… to get to a 10. I feel like this is common sense: Make our future AI Lords our administrative bitch for a little while.

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Alright let’s have a little fun. Strategic thought starters for reactive creative for Kendrick v Drake. 🚨Sometimes you need a little help from AI 🚨 ChatGPT this is a layup. Corporate americas number one ghostwriter 🚨 speed kills 🚨 For the brand promising category shaping speed you can rely on this is your moment. We’ve never seen responses this quick. Where ya at dominos? 🚨A trusted partner 🚨 In a world of unreliable partners, you need someone that can protect your information. Home security? 🚨Don’t sleep on the little guy 🚨 Who said you needed to be big to deliver big results. For the mid size brand trying to compete with industry heavy hitters This is a safe space for brainstorming. All ideas are welcomed as we like to say ahead of strategic reviews.

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Here is a powerful article from John Mazur of Chatmeter about the threat AI can pose in terms of spreading false information and how brands can protect themselves. A great read!

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In today’s diverse marketplace, brands need to connect with consumers from various cultural backgrounds authentically. Lysol is a prime example of a brand that has mastered this approach. By understanding the unique needs and preferences of multi-cultural consumers, Lysol has developed tailored marketing strategies that resonate deeply with these communities, driving impressive business results. 🔍 Key Insights: • Cultural Relevance: Lysol’s campaigns are designed to reflect the values and lifestyles of different cultural groups, making their messaging more relatable. • Community Engagement: By partnering with community leaders and organizations, Lysol ensures their initiatives have a meaningful impact. • Data-Driven Decisions: Utilizing consumer data to understand behaviors and preferences allows Lysol to create targeted campaigns that deliver results. This strategy not only strengthens brand loyalty but also opens new avenues for growth in an increasingly diverse market. #Marketing #BusinessStrategy #Diversity #Inclusion #BrandLoyalty #ConsumerInsights

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Make It "Less Huggy And More Hi-fivey" Years ago I was head of marketing for a tech company. While in the throes of a complete website rehaul our team received this sweet morsel of feedback: “Can you make it less huggy and more hi-fivey?” Granted, it was an improvement from the dreaded "make it pop" or “I don’t love it” but it most definitely led to a lot of WTF creative head-scratching. From that moment I was determined to make the feedback process less “I want to stab myself in the eye with a spoon” and more “I love this journey for us.” Good communication is a two-way street that starts when you ask for feedback. Simply punting a deliverable and asking for “your thoughts” is a surefire way to get a list of vague, all-over-the-place, nonsensical edits. If you want actionable feedback, be clear and intentional in your ask. Check out these gems that I include with the deliverable whenever I am seeking feedback: · Be Specific: Avoid vague statements like “make it better” or “I don’t like the vibe.” Instead, focus on specific elements and provide detailed comments. For example, “The headline font is hard to read; can we use a bolder typeface?” · Focus on Objectives: Keep the project’s goals in mind. Relate your feedback to how well the deliverable meets the objectives. For instance, “The call-to-action isn’t prominent enough to drive conversions.” · Use Examples: If possible, provide examples of what you’re looking for. Reference other works or provide visuals that illustrate your point. For example, “This layout is great for readability: [insert link or image].” · Prioritize: Identify which issues are most critical and which are minor. This helps in focusing efforts on the most impactful changes. For example, "The overall structure is good, but the navigation needs urgent improvement." · Consider the Audience: Think about the target audience for the asset. Provide feedback based on their preferences and needs. For example, "Our target audience prefers straightforward language, so let's simplify the text." · Ask Clarifying Questions: If you're unsure, ask questions. This can help you understand the intent behind certain design choices and provide more informed feedback. · Check Yo’self Before You Wreck Yo’Self: Ask yourself, “Am I making it better or different?” If you answer “better,” carry on. If you answer “different,” consider skipping this piece of feedback. Next time you're on the giving or receiving end, remember: a little clarity goes a long way. And make sure to aim for that perfect balance between huggy and hi-fivey. #feedback #design #marketing

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🎬💰 Tired of seeing your advertising dollars vanish without the explosive results you were promised? Let’s talk about maximizing impact while minimizing costs. 📉✨ You’ve been investing in ad agencies that do a stellar job at planning, but then hand off the actual production work. This means paying multiple parties, which often inflates costs and dilutes your brand message. 🔄 Why not streamline? Enter Popart Films, a creative agency that takes you from strategy through to delivery, all under one roof. 🏠🌟 By consolidating the process, we eliminate unnecessary overhead, reduce miscommunication, and ensure that every dollar spent is aimed directly at enhancing our brand. 🎯 With Popart Films, you’re not just saving money; you’re investing in a partnership that delivers more punch, more clarity, and more bang for your buck. Let’s make your next campaign not just seen, but remembered with the sales to prove it! 🚀🎥 #AdAgency #CreativeAgency #CostEffective #PopartFilms #SmartSpending #MarketingStrategy #videomarketing #commercialads

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✅🖥️ Variety (5/22): “Last year, the writers strike kept boldface names from appearing at the upfronts. This year, everybody turned up the star power to 11. NBCU stuffed its presentation with performances from Little Big Town, Michael Bublé and Kelly Clarkson. Amazon went overboard with a nonstop parade of A-listers, including Reese Witherspoon, Will Ferrell, Jake Gyllenhaal and tennis great Roger Federer, with none other than Alicia Keys as the opening act (and yes, she promoted her Amazon line of skin care products). Disney also hauled out the heavy hitters: Ryan Reynolds, Michelle Williams, Sterling K. Brown, Steve Martin, Martin Short and Selena Gomez, just to name a few. Opening Disney’s upfront was Emma Stone, introducing CEO Bob Iger while getting in one more plug for her Oscar-winning film “Poor Things.” The sheer number of movie mentions (NBCU took time to debut the trailer to “Wicked”) felt unusual at an event traditionally tailored to ad-supported TV. But in the streaming age, everything’s for sale — and there’s nothing brands like more than cozying their messages up to the biggest names in showbiz. Sports franchises were put on a higher pedestal than usual as networks lean on live games to deliver the audiences that advertisers covet. Sports personalities, from Tom Brady to Jason Kelce to Dawn Staley, were all over the presentations. Fox made it clear to anyone in earshot that it has the Super Bowl next year and it has Brady, a bona fide NFL legend, joining the Fox Sports team in the booth for football season this fall. Disney used a hunk of its time to tub-thumb the future of ESPN. Netflix bragged about landing two Christmas Day NFL games. WBD pledged allegiance to the NBA even as the company is kneedeep in contract negotiations with the league.” ⬇️ #upfronts #newfronts #streamingtv #ctvadvertising

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This is a must-read for CMOs! Mars United Commerce recently spoke with CMOs at leading retailers to hear what business challenges they are currently facing. Michele Roney outlines three key capabilities retailer CMOs must build within their marketing organizations to help tackle these challenges. Link to read it in the comments 👇

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Your Ad Rev is suffering, those impressions unseen, and your ROAS is tanking 📉...Let's fix that! 🚀 We empower meaningful customer interactions across the buying journey and strategic full-funnel success with our industry-leading platforms at Koddi!

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"Yes, and..." Airey Baringer III The challenge for marketers to adapt to rapid industry changes has never been greater. As we look at the global advertising ecosystem, every region and customer finds themselves on a spectrum of what new opportunities they're ready to adopt like CTV, Retail Media, AI and Addressability. Getting together with clients and partners to learn about their day-to-day is the only way new technology can be weaved into where marketers are at. If you're an advertiser looking to get involved in any of these spaces - Let's connect! No selling... just a partner looking to understand how you can begin tapping into innovation more frequently.

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Google did it again. The deprecation of third-party cookies is delayed once more, this time until 2025 (“early next year”). Initially, Google planned to phase out third-party cookies from the Chrome browser by 2022. Though the timeline has been pushed back several times, many anticipated the end of cookies by late 2024, as Google had already begun disabling cookies for 1% of its users. However, yet another delay was announced just yesterday. Since the original announcement in 2020, not a week goes by without major digital marketing publications discussing this topic. In theory, the AdTech industry is prepared for this shift to a new era, with solutions ready to deploy. Yet, I believe these new approaches will only face the real test once Google fully pulls the plug on cookies. Do you think the industry is already fully prepared for cookie deprecation? #DigitalMarketing #AdTech #GoogleUpdate #PrivacySandbox #CookieDeprecation

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