Pinterest has announced that it will host its first ever advertiser summit, Pinterest Presents, on March 3rd, 2021.
Hosted for advertisers in key markets including the UK, US, France, Germany, Canada and Australia, the virtual summit is designed to inspire and spark creativity among its audience and provide marketers with an exclusive look at the company’s latest ad product updates which offer even more opportunities for advertisers on the growing platform.
Pinterest Presents will bring together a range of compelling industry voices, celebrities and inspiring speakers to create an exciting and engaging virtual experience. In addition to CEO Ben Silbermann, global Pinterest speakers will include Andréa Mallard, Chief Marketing Officer, Aya Kanai, Head of Content and Creators Partnerships, and Dan Lurie, Head of Growth and Shopping Product.
To reflect its growing global footprint, Pinterest’s summit will feature customized content and speakers for each market, to give marketers a window onto local audience trends and ad opportunities. Sessions for each country will ignite conversations around diversity and inclusion, sustainability, scaling e-commerce, designing for accessibility, and entrepreneurship. Pinterest Presents country line-up includes:
- US: Jon Kaplan, Pinterest Chief Revenue Officer will host Walter Frye, Vice President of Global Brand Engagement & Design at American Express and Sarika Sangwan, Pinterest Global Strategy & Financial Services Marketing Lead, who will dive into American Express’support of small businesses. Sinéad Burke, Founder of Tilting the Lens, will be sharing her personal story on how she lives in a world not designed for her and address how accessibility needs to be better integrated in technology. Celestine Maddy, Global Head of Consumer & Brand Marketing at Pinterest will present the Future Trends.
- UK: Katherine Ryan, Comedian, Actress and Writer will host the UK show and even try her hand at some Pinterest Predicts trends. Elizabeth Day, Journalist and Broadcaster and Karen Blackett OBE, UK Country Manager, WPP and CEO, Group M, will discuss personal and professional stories of positive failure through the lens of inspiration, and Steven Bartlett, Founder of Social Chain will interview Alex Loizou, Founder of Trouva about being an entrepreneur and heading up a challenger brand. Sinéad Burke, Founder of Tilting the Lens, will be sharing her personal story on how she lives in a world not designed for her and address how accessibility needs to be better integrated in technology. Milka Kramer, UK & Ireland Country Manager at Pinterest will present the Future Trends.
- France: Anaïs Grangerac, TV Presenter and Pinterest creator will host. Alexandre Mars, serial entrepreneur, philanthropist fund founder will talk to Yannick Bolloré, Havas Group CEO in a fireside chat about entrepreneurship and the future of ecommerce in the advertising industry. Inès Leonarduzzi, CEO of NGO Digital and Emmanuelle Paille, Head of Comms, CSR & Public Affairs at Bel Group will explore what users are expecting from brands today and the impact of the COVID crisis. Adrien Boyer, France, Southern Europe and Benelux Country Manager at Pinterest will present the Future Trends.
- Germany: Sascha Vitzthum, SVP Marketing at Home24 and Philipp Westermeyer, OMR Founder, will explore the shop window of the future. Jens Raskop, Head of Digital Marketing at MINI will be interviewed about aspects of reinvention and Maike Abel, Head of Media Communication & Content at Nestlé and Tijen Onaran, Entrepreneur and Author, will be talking about brand reputation and sustainability. Philip Missler, Head of Europe at Pinterest will present the Future Trends.
In addition, celebrated stars from the worlds of fashion and entertainment will be joining the line-up with exclusive advice for marketers. Pinterest will be announcing these special guests to registrants just before the event on March 3rd.
“In the past year, Pinterest’s long-held commitment to being a positive destination for inspiration has become more relevant than ever, and as a global brand, we have the opportunity to lead with our values and shape the future. Our partners and advertisers around the world play an incredible role in shaping this environment, and we’re excited to share our new ad tools and insights to make it easier to connect with our engaged audience around the world.” – Visha Naul, Director of Business Marketing for Europe at Pinterest
With a focus on accessibility, Pinterest Presents was certified as a DICE-recommended event with the maximum score of 100%, and was created in collaboration with Sinéad Burke, the Founder of Tilting the Lens. Key priorities to ensure access for all include an event invitation with a specific prompt for attendees to confirm their accessibility accommodations, color contrast in the event branding created to give access to attendees who have low-vision, and captions and sign-language interpretation in the UK, US and Canada for those who are deaf or hard of hearing.
Advertisers interested in registering and learning more can visit pinterestpresents.com.
Volkswagen debuts TikTok account to reach Generation Z
Volkswagen’s transformation into a tech company will be accompanied by a TikTok channel called “newauto”. Named after the Group’s strategy, the account’s aim is to explain the historic transformation towards the mobility world through creative and entertaining videos. Decarbonization and circular economy will also be a recurring topic.
“We are experiencing the biggest transformation in the history of the car. That means new business areas and disruption. To promote trust in New Auto, we also want to reach the digital, environmentally-conscious Generation Z. Instead of saying: strategy is too complex for a platform like TikTok, we are simply going ahead and trying it out” – says Michael Manske, Head of CEO & Digital Communications at the Volkswagen Group.
To keep it authentic, Volkswagen’s videos are focusing on employees as TikTok creators. More than one billion people worldwide use the app launched in 2016. Traditional, work-related content is reimagined on TikTok and presented with an entertaining and humorous touch. And this is well received: 40% of TikTok users would like to see videos shot “behind the scenes” of a company (TikTok Marketing Science French Trends Study 2021 conducted by ifopBase: TikTok users who agree that TikTok is a good place for brands to discuss employment trends).
Volkswagen debut on Tik Tok is way overdue as Bentley, Lexus and BMW, amongst other automotive manufactures, have already discovered TikTok’s reach and how car fans consume the platform: 77% (globally) said in a study of car-enthusiast users (GlobalWebIndex, Q3 2020), that they were interested in technology (Germany: 61.3%). 51.9% of respondents said they cared about environmental issues (Germany: 42.9%).
Write Better Copy: the money-maker in business
Here’s how a lot of people feel when they know they have to sit down and write copy:
But, when done well…this is what copy can do for you…
Because you’re worth it.
Melts in your mouth, not in your hand.
Just do it.
Just words? I don’t think so.
These slogans are glorious pieces of golden copy. And they have made a lot of people incredibly wealthy.
The biggest money-maker in business is better copy
Think about your business. Think about the time, the sweat, the tears, the work, the missed moments with your partner, your kids, your dog…so that you can build something that sustains your life.
…and then ask yourself if you’ve ever thought any of these thoughts:
My copy sounds like a term paper
I have blank page syndrome
I’m struggling to find my authentic voice without sounding too corporate
Writing my own copy takes up SO MUCH TIME
It’s so articulate in my head but seems impossible to put into words
I don’t know what the power words are
I have no idea if the copy I write is remotely along the right lines
Yeeeeeeaaaah, I hear you. And I also know WHY you feel that way. You’re missing a key ingredient in your copywriting process. When you have it – the copy writes itself.
What is this key ingredient?
It’s the conversion process.
It’s the journey that moves people to say YES. Using data.
What does that mean? It means that the copy you write is based on science, not a stab in the dark. It’s based on research, not on a whim. It’s based on heatmaps and analytics and best practices, not on a feeling. And that means conversion. And that means more £££s for your business.
3 Steps to Writing Better Copy
Now, obviously, it’s more complicated than this. It’s not just one, two, three, and, BAM! you’re done. Each step requires time, effort, brainpower, and total commitment. That’s why conversion copywriters charge the big bucks. Because they’re not sitting at their desks, meditating, with candles lit, waiting for inspo to hit them.
They are doing research. They are mining for data. They. Are. SCIENCING.
That’s what conversion copywriters are. They’re mini-scientists. Looking at human behaviour. Establishing purchasing trends. Figuring out why people make the buying the choices that they make. So that they can write better copy. And make you oodles more money.
When they have the data they need about an ideal client, they can make magic.
Here’s what you need to do if you want to make like a conversion copywriter and write better copy.
1. Research & Discovery
Analysis. Competitor research. Voice of customer data. Surveys. Heat maps. Click trackers. Your conversion copywriter is gathering intelligence. Like an investigator. Like a PI. You’re Steve Arnott-ing your way through every piece of evidence you can find. And there’s a very important reason for this:
You connect with your audience. Show them that you get them. You share their doubts, frustrations, desires and dreams. You deepen that connection with them because they can see that you get them. You develop trust, the key ingredient to a sales success story.
Once you have all the juiciness that your research has unearthed, it’s time to start writing. This requires time. It requires that you sift through everything you’ve found and identify the patterns, the recurring messages, the power words people have used, the pain points, desires, beliefs, objections, objectives, dreams, needs, fears, and regrets of your customer or prospect.
As the patterns emerge, the most prevalent information becomes apparent, and you start to create a hierarchy of messaging. You don’t deviate from this. This is your copy bible. This is what you will use to craft a message that shows the reader that you see them, you understand them, and you can help them. This is where the conversion takes place. You’re moving people from point A to point B(uyer).
Copy is never really finished. It’s a living, growing beast of wonder that is pretty insatiable and is always looking to be improved. Once your copy is written, are you monitoring its performance? Are you A/B testing? Are you tracking the analytics?
Every piece of copy you write (or your copywriter writes) needs to be optimised. You have to see what is resonating and what isn’t. What is converting and what isn’t. What is working and what isn’t. That’s when you can make changes, tweaks, edits, and informed choices about the copy that’s on your website, landing page, emails, and sales pages. It’s the final piece of the copy puzzle – and every conversion copywriter worth their salt should be insisting on it. Because that’s how you write better copy.
From Fear to FABULOUS
Conversion copywriting is a no-brainer: through a very carefully tailored approach, you educate and inspire your audience. You empower them to take steps to choose themselves and change their lives. Conversion is the next logical step for them.
The purpose of conversion copywriting is to move your prospect to say ‘Yes.’ We do this through data-driven storytelling, formulas, and proven persuasion techniques.
It’s not just random writing, hoping something will land. It’s a strategy that makes money.
Every single word you write has a purpose. Every single sentence engages the reader, making them think ‘Is this person inside my head?’ and creates magic.
But it’s NOT magic. It’s a specific blend of impactful storytelling, and data.
It’s filled with high tension, drama, climax, and the final resolution, the ingredients of every good story. And your fairytale ending? Get your mission, message, and product or service out into the world. And raking in them dollah billz.
MediaCom appointed as global media agency for Klarna
Buy-now, pay-later app Klarna has appointed MediaCom as its global retained media agency of record. The contract began 1st February and MediaCom now executes media buying and planning for the Swedish fintech company’s key markets, including the UK, Spain, Italy, and France.
The agency’s remit excludes North America, where Havas Media Group won the retained account of the retail payments and shopping service last December.
“With this future-facing digital brand undergoing such fast expansion, I have no doubt our expertise and experience across the network will help them see the bigger picture to drive transformation and further growth.” –
Says James Marples, Global Account Director at MediaCom.
The new appointment comes weeks after Klarna released its 2021 mobile shopping report in which the company surveyed more than 13,000 consumers across 13 countries. The study highlights the unprecedented mobile shopping surges in the UK, where strict lockdown policies were in place, 7 in 10 (67%) now shop via their mobile devices more often compared to two years ago – more than in any other country in Europe, especially those that implemented less restrictive measures such as Sweden (54%).
Amsterdam Schiphol’s capacity to be cut due to noise pollution
Fund to launch and grow a business will help black entrepreneurs in the UK
EU awards Ukraine and Moldova candidate status
How to effectively use LinkedIn for business
10 sustainability influencers you should be following in 2021
Are streaming services killing Cinema?
Business3 weeks ago
Samsung showcases bespoke appliances at EuroCucina 2022
Business3 weeks ago
Photo competition offering 250,000 euros worth of prizes is now open
Lifestyle4 weeks ago
Gold State Coach to lead the Platinum Jubilee Pageant in the UK
Business3 weeks ago
Elizabeth line set to connect London’s most prominent business hubs
Lifestyle3 weeks ago
London Fashion Week to celebrate 10 years of its June edition
Lifestyle3 weeks ago
Young people increasingly struggling to get on the UK property ladder
Marketing2 weeks ago
Volkswagen debuts TikTok account to reach Generation Z
Business2 weeks ago
Contemporary artist Demit Omphroy partners with GAP for NTF collection