Target audience – Ascension Risk Management http://ascensionriskmanagement.com/ Fri, 03 Dec 2021 21:37:53 +0000 en-US hourly 1 https://wordpress.org/?v=5.8 https://ascensionriskmanagement.com/wp-content/uploads/2021/08/cropped-icon-32x32.png Target audience – Ascension Risk Management http://ascensionriskmanagement.com/ 32 32 The Eternal Childhood of Virgil Abloh – The Vanderbilt Hustler https://ascensionriskmanagement.com/the-eternal-childhood-of-virgil-abloh-the-vanderbilt-hustler/ Fri, 03 Dec 2021 21:37:53 +0000 https://ascensionriskmanagement.com/the-eternal-childhood-of-virgil-abloh-the-vanderbilt-hustler/ One evening in February 2015, Ryan Hawaii, a UK-based emerging artist, sought to make a statement. He had already acquired a niche presence in London’s afro-punk underground, arranging creative collaborations with Skepta while indulging in his own sporadic artistic feats, but tonight he was looking for something much more definitive. He filled a big bag […]]]>

One evening in February 2015, Ryan Hawaii, a UK-based emerging artist, sought to make a statement. He had already acquired a niche presence in London’s afro-punk underground, arranging creative collaborations with Skepta while indulging in his own sporadic artistic feats, but tonight he was looking for something much more definitive.

He filled a big bag with homemade streetwear. It drew a crowd of noisy teenagers to the city’s Selfridges location. And at midnight, the group stormed – if not hijacked, until security broke everything – the facility Virgil Abloh had installed there, illegally. make it an impromptu brand presentation for Hawaii’s own project.

Shortly after the protest, Abloh followed Hawaii on Instagram. No more than three months later, Hawaii stood by his side in the same Selfridges store: this time, not as a criminal wielding a trash bag flanked by security, but as a guest of a fashion seminar. research. driven by the most prominent figure in the industry. The event focused on tips for success in artistic endeavors; Abloh had enlisted Hawaii as one of the “young Londoners who inspire him”, Reported complex. Where Hawaii has sown lawlessness, even at his own expense, Abloh saw an opportunity for rebirth. It’s a principle throughout his career that has defined his tenure on the Culture Cockpit: No matter what it cost him, Virgil Abloh wanted you to win.

Being able to summon such punches hints winding paths to the top, marked by suit-and-tie business meetings, stern handshakes, and lingering victories over the impossible. It’s not as if Virgil Abloh’s rise is free from a similar stir. Until his death from cancer last Sunday, he was relentlessly committed. He has juggled managerial positions in several luxury men’s clothing conglomerates; he fixed his gaze on a youth culture which has never ceased to evolve; he was taken from business to business at every waking moment, jumping from seminar to seminar, from track to track, from conversation to conversation.

The difference, however, was that when it came to Abloh, he wasn’t the pessimist in a suit and tie that the term “executive” has widely developed over time. Her sharper face was perhaps best summed up by A $ AP Nast, freestyle into a microphone at a Met Gala after-party the fashion mogul hosted last September: “Shout out at Virgil Abloh, the tallest kid in the building,” he hoarse, sizing up his crowd then that the instrumental jazz band BadBadNotGood stood next to him. “Virgil is the tallest of the kids here. He is only dreaming.

Virgil Abloh operated with a childlike inventiveness that drew both criticism and glory. While former champions of upper-class youth culture, like Vogue’s Anna Wintour, often wear low-key and closed-in characters – a Met intern as a high school student, it was a strict rule that if any of between us ran into her, we weren’t allowed to strike up conversations, otherwise she would be annoyed – Abloh saw young people not only as a target audience, but a target muse. The dominant archetype of the luxury executive, characterized by figures like Matthew M. Williams and Marine Serre, often presents himself as a deified genius under which aspiring followers should take notes; Social media accounts are robotic megaphones for branding announcements, interacting with very close collaborators or no one at all. Austere iconoclast, Virgil Abloh followed 8,979 people on Instagram and Twitter gathered at the time of his death. He was inspired by unsuspecting people, invigorated by courage, interested in the everyday – and you didn’t have to rush through town and slip a business card under his office door at 5 a.m. morning to get his radar. All you had to do was to do.

As far as he was the face of an art movement, Abloh never claimed to have the answers, nor to be free from the darker undersides of his many playgrounds. In his Chicago 2019 exhibit “Figures of speech”, For example, there was a section where a member of the audience could stand in the center of the floor, look up at large posters of young black children playing with Louis Vuitton products, then shift their gaze downward to an assortment of 16 crime scene marker numbers – a nod to the number of shots fired at Laquan McDonald five years earlier by a Chicago police officer. Both masterfully and strangely, Abloh juxtaposed the consumer culture of intellectuals with the grim realities it intrinsically undermined. In the slogan of his long-established self-created streetwear brand, he declared himself to “define the gray area between black and white as the color Off-White”. The statement was worn on black feet and white feet, trucked for thousands of dollars apiece and donated to charity, sporting the figure of Michael Jordan and stuck on cheap fakes. At a time when human coexistence is constantly complicated, it is moving to see its crevasses so vastly enlarged: whether in the schoolyard, on the top floor of the suite or on the Louis Vuitton runway, not only the imprint Abloh’s digitale was a common denominator, it was hyper-visible, meant to be contemplated in collectivity rather than omnipresent in silence. He started a dialogue. And the dialogue survived him.

But that doesn’t mean the dialogue has always been good. An oft-cited example came in the summer of 2020, when Abloh was enlisted to make the album cover for Pop Smoke’s posthumous debut LP, “Shoot For The Stars Aim For The Moon”. In a written statement, Abloh explained that the cover was inspired by a conversation he had with the late rapper, in which he realized that “his story was like the metaphor of a rose and thorns growing from [the] concrete from his neighborhood in Canarsie, Brooklyn. In the original version, a photo of Pop Smoke in an Off-White top – donated by Abloh for this year’s Paris Fashion Week – sat, face stern and emerging, amid an assortment of barbed wire and roses. metallic.

“Hey Virgil, we need a new album art, they won’t go for this bullshit,” said 50 Cent, echoing the concerns of many dismayed fans. In a since-deleted Instagram post, the manager of Pop Smoke said, demanding a remake: “POP WOULD LISTEN TO ITS FANS.”

Although the album cover was eventually changed to a single metallic rose on a black background, the original, along with the backlash it received, paints a big picture of who his brain was: Virgil Abloh was obsessed with the extraction of beauty from the mundane, mythography of normality, concrete roses. And in the same way that the album cover was greeted with disgust, so many of his attempts to apply subversive narratives to the fashion industry he requisitioned have been.

Review of “figures of speech” for Frieze, critic Evan Moffitt shared a grievance with many who frowned at Abloh’s means of notoriety.

“When Abloh was appointed artistic director of menswear at Louis Vuitton in March 2018, the news sent shock waves through the fashion world,” Moffitt said. “Abloh, however, is an arch-appropriator, and his control seems to have been carried out at an extreme speed. A little over five years earlier, he was largely unknown, the founder of a small label called Pyrex Vision, which sold Champion brand t-shirts for US $ 40 printed with the word “PYREX” (the glassware used to cook medicine), number 23 (from the jersey of basketball legend Michael Jordan) and a reproduction of Caravaggio’s “The Entombment of Christ” (1603–04) for $ 550 each. “

When I was in high school and quotes and zippers started to creep up on my classmates’ sneakers, I was a big critic of Abloh’s work for similar reasons. It was an extremely comical commodification, a Warhol-esque consumerism gag that we, the punchline, were blindly emptying our wallets for, laughing through it all.

But read the exact same perspective – Pyrex glassware, issue 23, “The Entombment of Christ,” all on a shirt for $ 550 – and the implication becomes clear: not just a drug-making material, a basketball superstar and a Renaissance-era painting in the same conversation, but they’re all worth the same thing. It’s both utopian and dystopian: eclectic cultures occupy the same playing field. But, for part of the dream, you have to empty your pockets.

Call it what you want. Whether we’re fans of it or not, in a society where similar hypocrisies have long made visions like his impossible, Virgil Abloh played the game and he won.



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Politicians turn to social media influencers looking for loyal following https://ascensionriskmanagement.com/politicians-turn-to-social-media-influencers-looking-for-loyal-following/ Thu, 02 Dec 2021 07:38:09 +0000 https://ascensionriskmanagement.com/politicians-turn-to-social-media-influencers-looking-for-loyal-following/ SPRINGFIELD, Ill. (NEXSTAR) – As politicians enter the early stages of their 2022 primary campaigns, many are forming informal relationships with social media influencers to help build their own visibility. For example, Gov. JB Pritzker attended a late night live show in Chicago on Tuesday night and shared the stage with Shermann ‘Dilla’ Thomas’, an […]]]>

SPRINGFIELD, Ill. (NEXSTAR) – As politicians enter the early stages of their 2022 primary campaigns, many are forming informal relationships with social media influencers to help build their own visibility.

For example, Gov. JB Pritzker attended a late night live show in Chicago on Tuesday night and shared the stage with Shermann ‘Dilla’ Thomas’, an up-and-coming TikTok influencer known for explaining interesting historical facts about Chicago. in a short video presentation texts.

The live setting gave Pritzker a quality moment with a friendly crowd who applauded his short riffs on his progressive politics, but it also came with awkward moments when he came across a trivial question from the viral video maker known online as @ 6figga_dilla. Pritzker then caught up when he correctly answered a question about former Governor John Altgeld, and added his own knowledge of Altgeld’s progressive past and its connections to organized labor in the late 19th century.

In the city’s south, several Illinois Republicans and gubernatorial candidates recently appeared in a series of live Facebook videos with Pastor Corey Brooks, who recently launched a 100-day campaign to camp on a roof to draw attention to gun violence. Venture capitalist Jesse Sullivan, asphalt mogul Gary Rabine, State Senator Darren Bailey and Cubs co-owner Todd Ricketts all visited Brooks. Some of them made donations to his non-profit organization Project HOOD

Ricketts, who recently resigned as finance chairman of the Republican National Committee, was the only one who did not use the appearance to speak directly to the pastor’s social media audience.

The campaign strategy is not entirely new. Politicians have crept alongside celebrities or religious leaders for decades in search of a share of their familiar spotlight or a foray with their captive audience. And to be sure, wherever there is a platform, politicians want to get on it. The more loyal viewers, the more valuable the engagement.

In some cases, campaigns pay for additional visibility in order to improve their profiles. Sullivan’s fledgling campaign recently donated $ 1,000 to a popular central Illinois Facebook page called “217 Problems” to sponsor a series of posts promoting small business. In return, each post had a link to Sullivan’s page at the top.

Brian Berns operates the Facebook page and Twitter account as a part-time hobby from his home in Springfield. While he doesn’t necessarily aspire to the term “influencer,” he reluctantly says he probably is. He describes his page as a “multi-content platform that addresses stereotypes, memes and elements of community support from the Midwest.”

More than 124,000 people like the Facebook page and 42,000 other accounts follow his Twitter account. A few years ago he realized that his audience had grown enough, he could start monetizing it and supplementing his income by working for a health insurance company and as a part-time Uber driver. .

“Let’s be honest: there is [TV] the news, the radio, and then there’s me, ”said Berns, describing his take on a traditional media landscape in disarray. “The reality is if I reach four or five million people a month, that’s something.”

Many of Berns’ posts include bizarre images of quirky traffic incidents, cars crashing into buildings, complaints about the cold, or polls asking subscribers to comment on life in the downtown area. ‘Illinois. Berns says the simple and constant stream of random, folkloric, and often irreverent jokes has earned him a certain degree of familiarity with many of his followers, which at times turns into loyalty and trust.

“I get people saying to me, ‘Oh, we’ve heard from you,'” he said before calling himself a “ten percent journalist.” “I’m like, ‘I’m on a break. You give me something. I’m only saying two sentences, but I’m considered a new source. It does not mean anything.

While some of his followers have posted complaints about his page starting to promote political campaigns in their Facebook feeds, Berns sees a potential opportunity to leverage other campaigns in the future. If he determines that a candidate or campaign is likable or supports small businesses in central Illinois, he said he would consider helping raise their profile outside of traditional paid advertising on Facebook.

“I want to make sure this makes sense for my brand,” he said, acknowledging some initial concern about going too far into controversial political debates.

Similar to traditional ads, campaigns should still report expenses to the Illinois State Council of Elections, but because the sponsored-for-sale post is not overt advertising, it does not include the same advertisements. disclaimer and flags that regularly accompany Facebook political ads and monitoring tools.

The Sullivan campaign’s use of social media posts appears to be reaching its target audience. A business owner who recently opened a watch store in downtown Springfield said he heard about the first political candidate online and that engagement led him to attend a small business event .

“I spend a lot of time on the internet, you know, on social media, so I find out about Jesse Sullivan,” Brian Su said from the front room of his Sangamon Watches store. “The campaign website, which I’m really interested in because it’s a big supporter of small business.

Su, a Chinese immigrant who moved to the United States after the Tiananmen Massacre in 1989, said he sometimes found it difficult to undertake difficult business ventures. So when Sullivan’s campaign teamed up with 217 Problems to promote a spin-off of the “Shark Tank” reality show, he signed up and attended.

“As a startup I was very interested,” said Su.

Before long, campaigns will likely expand the reach and reach of their message to attract a larger audience with signage, major media ad buys, and public addresses. But in the meantime, successful campaigns know they need a passionate base, and social media makes it easier than ever to find these voters and meaningfully engage with them on the issues that matter most to them.


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3 tips for developing content that will reach your B2B target audience https://ascensionriskmanagement.com/3-tips-for-developing-content-that-will-reach-your-b2b-target-audience/ Tue, 30 Nov 2021 16:15:04 +0000 https://ascensionriskmanagement.com/3-tips-for-developing-content-that-will-reach-your-b2b-target-audience/ Content is easier than ever to find and consume, which is why it’s important to make what you say matters. With constant streams across countless platforms, it can be easy to go unnoticed or get lost in the shuffle. Whether through unique insights or highly personalized content with a creative twist, the ability to effectively […]]]>

Content is easier than ever to find and consume, which is why it’s important to make what you say matters. With constant streams across countless platforms, it can be easy to go unnoticed or get lost in the shuffle. Whether through unique insights or highly personalized content with a creative twist, the ability to effectively reach B2B target audiences with memorable content remains a major challenge for B2B marketers.

The first thing to do when posting content is to make sure it can be read and understood. Provide key takeaways – best practices, tips, and tricks readers can use in their day-to-day work. Consider these tips to grab your audience’s attention in an environment saturated with information and messages from brands and individuals competing for focus.

Useful, valuable and relevant content

Provide content that your B2B target audience will truly benefit from and leave them wanting more. A blog, article, or even an infographic that they go through, close, and never come back is not ideal. What they consume should make them want to read it again or give them advice that they can implement themselves.

Think twice before writing and posting a blog or social post with no defined purpose. Always try to educate, entertain or inspire on topics that members of the audience will want to know more about and about which they will want to read. Making sure your content adds value to your audience will increase the chances that it will not only be read but also shared. Shared content can be very valuable because it not only broadens your audience, but also carries someone else’s credibility as testament to their value.

Keep in mind the buyer’s personalities and the buyer’s journey

When developing B2B content, consider your different buyers and where is your audience in their buyer’s journey. Here are some things to consider:

  • Who are your buyers: It comes down to the buyers you (hopefully) created. These details provide insight into the characteristics of the audience – their likes, dislikes and general behaviors. This information informs the entire content development process for your B2B target audience.
  • What they are looking for: Use your understanding of the weaknesses and interests of your audience as a springboard for develop relevant content. Prioritize content that addresses the topics and trends that interest them. Examine your content against these topics to make sure you create a diverse content portfolio that covers all the important bases.
  • Where they are looking: Focus on the content delivery channels that your audience uses most often. It could be social media channels like Twitter or LinkedIn or it could be via e-mail advertising. It is important to practice “integrated” marketing here, that is, to deliver your messages on several platforms or channels so that, ideally, the audience sees it in several places.

Marketers must also periodically reassess buyer personalities, as buyers’ behaviors, sources of information, needs and wants continually change to some extent. Staying as up to date as possible on this information will be key to your marketing strategy and will help you make decisions.

Be clear and concise

To maintain interest and promote action, be clear, concise, and consistent. Make it easy for readers to find what they’re looking for by writing strong, focused content that’s easy to follow and understand. Keeping consistent looks clean and professional while giving credibility. That doesn’t mean you have to limit creativity or stay in a box – it just means you have to stay on the brand regardless of the channel or audience.

Content marketing, if done effectively, can be of tremendous benefit to your overall business goals. Not only can it help you connect and grow your audience, deliver value to prospects and customers, and position you as an industry leader, it can also convert leads into sales, increase retention and amplify cross-selling efforts.



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These are the main differences between the Toyota bZ4X and the Subaru Solterra https://ascensionriskmanagement.com/these-are-the-main-differences-between-the-toyota-bz4x-and-the-subaru-solterra/ Mon, 29 Nov 2021 00:00:00 +0000 https://ascensionriskmanagement.com/these-are-the-main-differences-between-the-toyota-bz4x-and-the-subaru-solterra/ The Toyota bZ4X and the Subaru Solterra are all set to make a lasting mark on the trendy segment of electromobility. These two all-electric compact crossover SUVs encompass superior engineering ingenuity and immense technological prowess, with their highly anticipated arrival in mid-2022 that is sure to dramatically boost awareness of green transportation. The renowned Toyota-Subaru […]]]>

The Toyota bZ4X and the Subaru Solterra are all set to make a lasting mark on the trendy segment of electromobility. These two all-electric compact crossover SUVs encompass superior engineering ingenuity and immense technological prowess, with their highly anticipated arrival in mid-2022 that is sure to dramatically boost awareness of green transportation. The renowned Toyota-Subaru merger has proven to be extremely successful so far, with their well-balanced GT86 passing sports car enthusiasts around the world with its fun-to-drive character.


The Toyota bZ4X and the Subaru Solterra has many similarities when it comes to their overall build. The Solterra is largely inspired by the equally impressive all-electric Toyota bZ4X but manages to stand out perfectly with the addition of Subaru’s list of smart equipment and subtle design cues. The impeccably designed all-electric machines display their own somewhat dignified galvanic personalities, with the resulting dynamic performance for a differentiated target audience.

The Toyota bZ4X and Subaru Solterra are based on the same dedicated e-TNGA BEV platform. The fully electric compact crossover SUVs even share a similar exterior design, but manage to stand out with a host of subtle design cues and a varied feature list that gives them their own identity. Toyota and Subaru may have had a successful collaboration lately, but their individual interpretations of an all-electric compact crossover SUV are anything but identical.


RELATED: This Is The 2023 Subaru Solterra’s Best Feature


The inner dynamic


The stylish interior of a Toyota bZ4X
Via Global.Toyota

A few significant differences between these two capable all-electric compact crossover SUVs give them their individual identity. The Toyota bZ4X and Subaru Solterra may have a few similarities when it comes to their overall package, but are starting to differentiate significantly when it comes to their interior configuration and performance dynamics.

The Toyota bZ4X will feature an optional futuristic-looking steering yoke which, in turn, will add a bit of drama to its interior dynamics and contribute to its overall engaging cabin experience. The interior layout of the Toyota itself is a bit more exciting compared to the rather conventional setup of the Subaru Solterra, making it a slightly preferred choice of the two.


Subaru’s famous “X-Mode” feature


A Subaru Solterra in a showroom
Via Paultan.org

Subaru’s vision of a rugged SUV includes premium off-road equipment, for a more engaging and inspiring driving experience. The Japanese automaker is renowned for its focused outlook on its off-road or rally-themed automobiles, and their upcoming Solterra is no exception.

The highly advanced all-electric compact crossover SUV will house Subaru’s one-of-a-kind ‘X-Mode’ driving system, which is, in essence, the company’s all-wheel-drive control feature that will allow the rather sophisticated Solterra to operate. cope with unpredictable and dangerous driving conditions with relative ease.


Subaru’s intelligently designed system is difficult to replicate and will offer a range of beneficial AWD control options like mud and deep snow, in turn proving to be beneficial to the driver and occupants for more hassle.

free driving experience.

Toyota has yet to confirm whether its “multi-terrain traction control system” will be felt on its all-electric bZ4X, but nonetheless, Subaru’s powerful “X-Mode” feature is in a class of its own.

RELATED: The 2022 Subaru Forester Wilderness Edition Is A Capable Small Crossover

Diversified performance dynamics


A gray Toyota bZ4X in the street
Via TheDrive.com

Perhaps the most important difference between these all-electric compact crossover SUVs is their target audience. Toyota’s line of SUVs like their RAV4, Highlander and 4Runner are fuel efficient, comfortable and extremely reliable, while Subaru’s vision of an SUV has a whole different set of priorities.

Subaru’s rugged SUVs are more purpose-built and sport a range of premium off-road features like the company’s symmetrical all-wheel-drive system as well as higher ground clearance that proves to be beneficial while attacking. to the unpredictable outside.

Subaru’s lineage of impeccably designed SUVs like their Forester, Crosstrek and Outback are excellent exploration vehicles and feel most at home in an off-road environment.


Subaru will likely continue this trend with its next all-electric compact crossover SUV. The Solterra hinted at its off-road-oriented personality with the inclusion of the Japanese automaker’s famous “X-Mode” all-wheel drive system, giving it a completely different personality than the softer Toyota bZ4X. .

The Subaru Solterra and the Toyota bZ4X are immensely capable in themselves. Fully electric compact crossover SUVs make a strong case for themselves, as their exquisite overall packages contribute to their individuality. The Toyota presents an inviting interior layout and efficient performance dynamics, while the Subaru’s rugged, versatile personality and list of premium off-road features set it in a class of its own. What these two impressive SUVs have in common is their all-electric avatar which, in turn, will contribute to a greener and more sustainable future. The electromobility segment is set to get a bit more interesting in the near future, with the imminent arrival of these all-electric machines that seek to illustrate the awareness towards green transportation.



An image of a silver Toyota bZ4X
Here’s why the Toyota bZ4X will be a game-changer

The highly advanced and impeccably designed Toyota bZ4X is all set to step back into the galvanic compact crossover SUV segment.

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Prince William and Charles to target key issues ‘belonging’ to Meghan and Harry | Royal | New https://ascensionriskmanagement.com/prince-william-and-charles-to-target-key-issues-belonging-to-meghan-and-harry-royal-new/ Sat, 27 Nov 2021 08:01:00 +0000 https://ascensionriskmanagement.com/prince-william-and-charles-to-target-key-issues-belonging-to-meghan-and-harry-royal-new/ Prince William and Prince Charles will probably begin to “take over” causes particularly dear to the hearts of younger generations who have been defended by Meghan and Prince Harry, according to American expert in brand and reputation management Eric Schiffer. The California commentator noted that the Duke and Duchess of Sussex have been able to […]]]>

Prince William and Prince Charles will probably begin to “take over” causes particularly dear to the hearts of younger generations who have been defended by Meghan and Prince Harry, according to American expert in brand and reputation management Eric Schiffer. The California commentator noted that the Duke and Duchess of Sussex have been able to appeal to Millennials and Gen Zers with their approach to the causes they care about – including equality and protection of the environment.

But he believes key members of the royal family are about to start working to regain the limelight and own these issues.

Environmental protection and equality are causes he expects Prince Charles and in particular William to address more.

In addition, he expects the royal family to focus “on understanding and listening to the sensibilities of the younger generations.”

Mr Schiffer told Express.co.uk: “Charles, when it comes to the environment, is extremely well placed because he was forward thinking and visionary on this issue years ago.

“And he’s pointing it out now because he recognizes it’s a big issue that matters.

“While Meghan and Harry have had the benefit of being more responsive to the needs of young people, I expect the monarchy – in the form of William and Charles – to harmonize more and have a greater affinity in his messages and actions so Meghan and Harry have been owners for a year. “

When asked if the UK-based royal family would make an effort to take over the limelight from the Duke and Duchess of Sussex, Mr Schiffer replied: ‘Yes, and these problems… they will start to take them back. .

“Because they allowed them to be owned, and they’re going to start taking back the property.

READ MORE: Sussexes hit by ‘devastating’ reaction in France

“They have the option of having cameras on them.”

This dynamic, Mr Schiffer noted, will be of great benefit to the target audience on which the Sussexes and the British Royal Family are focusing their attention.

He said, “It’s great for Millennials and Gen Z, who want champions of these things.”

As Mr Schiffer noted, Prince Charles has devoted much of his work to lifting warnings about environmental causes for over 50 years.

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In February 1970, he gave his first major speech on the environment, during which he warned against air and plastic pollution and deforestation.

His sons, Prince Harry and Prince William, have also taken an interest in the environment over the years.

The Duke of Sussex has notably worked on conservation, as a patron of the charity African Parks, and spoke of his concerns for the planet in an interview with Dr Jane Goodall published in the 2019 issue of Vogue edited by Meghan. .

The Duke of Cambridge has also worked on conservation, notably through his patronage Tusk Trust.

Additionally, in October 2020, he launched a highly regarded initiative, the Earthshot Prize, which aims to inspire and promote viable solutions to five major environmental problems.

Last month, the Duke hosted his first award ceremony, in which five winners were each presented with a prize of £ 1million.

Since leaving the royal family, Prince Harry and Meghan have also spoken out on gender equality and racial equality.

In September alone, during their visit to New York City, they held various meetings where they said they also discussed these issues – alongside vaccine equity.

Prince Charles has shown an interest in helping young people for decades.

His Prince’s Trust has helped tens of thousands of young people between the ages of 18 and 30 start their businesses.

The Prince of Wales met some of the young entrepreneurs he helped on a recent visit to Brixton, where he was introduced to some of the products and businesses supported by the Trust.


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Spanish watchdog confronts footballer Andrés Iniesta over Binance tweet https://ascensionriskmanagement.com/spanish-watchdog-confronts-footballer-andres-iniesta-over-binance-tweet/ Thu, 25 Nov 2021 15:36:23 +0000 https://ascensionriskmanagement.com/spanish-watchdog-confronts-footballer-andres-iniesta-over-binance-tweet/ The Spanish market regulator berated one of the country’s soccer heroes for promoting the Binance digital asset platform, in a social media exchange that comes at a time when crypto companies are struggling to reach the sports fans around the world. The National Securities Market Commission responded to Andrés Iniesta, who scored the game-winning goal […]]]>

The Spanish market regulator berated one of the country’s soccer heroes for promoting the Binance digital asset platform, in a social media exchange that comes at a time when crypto companies are struggling to reach the sports fans around the world.

The National Securities Market Commission responded to Andrés Iniesta, who scored the game-winning goal in Spain’s 2010 World Cup victory, after posting photos of him on Twitter apparently using the Binance platform.

The watchdog’s tweet, sent out Wednesday evening, reminded Iniesta that “cryptoassets, as unregulated commodities, pose significant risks.”

The regulator told the Financial Times that he was concerned that sportsmen and other “influencers” would promote cryptocurrencies to an audience that did not necessarily understand how the market worked or what regulations applied or did not apply. did not apply.

The Spanish watchdog’s intervention comes as promotions from crypto exchanges and tokens in the sport have exploded. Singapore-headquartered cryptocurrency exchange Crypto.com last week agreed to pay $ 700 million for 20-year naming rights in the Los Angeles arena home to the team of Lakers basketball.

The commission urged celebrities and influencers to “take care” to recommend “investments in unregulated products that pose additional risks to [the] Public “.

“All this led us last night to say to Iniesta, whom we admire and who brought us great joy, please, before recommending this, tell your followers the risks; it is also your responsibility, ”said the watchdog.

Rakuten – which owns Vissel Kobe, the Japanese club Iniesta plays for – owns a crypto exchange itself. Representatives of Iniesta did not immediately respond to requests for comment.

In reports released Thursday, the Spanish Association of Financial Users, a nonprofit consumer protection organization, estimated based on a survey that more than 4.4 million Spaniards have invested in crypto currencies and 41% of them considered cryptocurrencies to be safe.

Iniesta isn’t the only well-known footballer to have released an endorsement for Binance. Raúl Jiménez, who plays for Premier League club Wolverhampton Wanderers, Colombian player James Rodríguez and Atlético Madrid striker Luis Suárez all posted images of themselves featuring Binance earlier this month. under the hashtag #BinanceForAll.

The crypto exchange referenced the three sports stars in a post last week promoting a social media contest: “Get creative with @jamesdrodriguez, @ LuisSuarez9, @ Raul_Jimenez9 on #Binance and you could win, ”the group’s main account on Twitter said.

The three footballers have a total of 39 million followers on Twitter.

Representatives for Jiménez, Rodríguez and Suárez did not immediately respond to requests for comment.

Binance said: “We totally agree with the sentiment of the Spanish regulator.”

The Spanish regulator’s intervention on social media echoes efforts by the UK’s Financial Conduct Authority and other oversight bodies to restrict influencers promoting crypto and warn particularly young investors of the risks of crypto. digital assets.

The UK regulator has launched an £ 11million online marketing campaign, using TikTok ads and a partnership with Olympic BMX gold champion Charlotte Worthington, to warn young investors about risky investments.

“This is a target audience that we fear we may not reach,” said Sarah Pritchard, FCA executive director of markets, last month. “We don’t communicate through the mechanism that they use and that influences them.”

Spain’s securities commission said the country’s government has asked it to regulate crypto advertising while the EU awaits block-wide regulation for crypto as a whole. But the commission has not yet officially assumed these powers because Spain’s advertising regulations have not yet entered into force.

“We realize that we are not going to reach the new audience – young people or 30-45 year olds – with press releases and releases, so we are trying to use other channels, formats, even a other kind of language, ”the commission said. noted.

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ConnCORP and WorkPlace Partner to Help Black and Brown Entrepreneurs ‘Seize’ Cannabis ‘Moment’ https://ascensionriskmanagement.com/conncorp-and-workplace-partner-to-help-black-and-brown-entrepreneurs-seize-cannabis-moment/ Tue, 23 Nov 2021 20:37:00 +0000 https://ascensionriskmanagement.com/conncorp-and-workplace-partner-to-help-black-and-brown-entrepreneurs-seize-cannabis-moment/ Black and brown entrepreneurs will discover “joint ventures” – and perhaps create one – with the help of a marijuana “manifesto” that is in the works. This manifesto – a practical translation and guide to Connecticut’s 300-page legislation legalizing adult marijuana – is one of many initiatives by the Alliance for Cannabis Equity (ACE), a […]]]>

Black and brown entrepreneurs will discover “joint ventures” – and perhaps create one – with the help of a marijuana “manifesto” that is in the works.

This manifesto – a practical translation and guide to Connecticut’s 300-page legislation legalizing adult marijuana – is one of many initiatives by the Alliance for Cannabis Equity (ACE), a new partnership to support homeowners. minority businesses and workers interested in joining the state’s most anticipated new upcoming industry.

Connecticut Community Outreach Revitalization Program (ConnCORP) and Work place, two organizations that work to strengthen economic and workforce development by providing “opportunities for underserved residents,” announced and described their collaboration on the project Tuesday at the ConnCorp headquarters on Newhall Street in Hamden.

“For too long, the creativity, ingenuity and ingenuity of this community have not been fully harnessed,” said Carlton Highsmith, Chairman of the Board of ConnCORP. “The legalization of cannabis introduces a whole new growing industry to Connecticut. Hundreds, if not thousands, of new jobs will be created; dozens of new businesses will be formed; and millions, if not billions of dollars of wealth created.

Joseph Carbone, president and CEO of The WorkPlace, noted that the cannabis industry produces the “fastest growing jobs in this country,” with “high wages” that have the capacity to raise prices. disenfranchised in the “middle class part of America”, creating careers rather than just “jobs” and fixing the “fakes of the past”.

Highsmith attributed to the Cannabis Act the intention of “ensuring that black and brown communities that have been affected by disparate law enforcement policies over the decades are not left behind, but benefit also of this new industry ”. ConnCORP’s alliance with The WorkPlace, he said, aims to help make that intention a reality from start to finish in cultivation, distribution, marketing, communications, and more.

CT.GouvThe law itself allows for the delisting of past cannabis-related crimes and reserves half of all commercial cannabis licenses for people in neighborhoods considered most affected by the war on drugs. In addition, up to 75% of revenues from cannabis sales will be spent on a new “investment fund” that will be invested in these neighborhoods.

State developed a Social Equity Council oversee, monitor and facilitate the technical aspects of these elements of the legislation. For example, this council voted on August 5 of this year to determine which neighborhoods were most affected by the criminalization of cannabis.

In line with these elements of the new law, ACE will connect aspiring black and brown entrepreneurs with ‘trusted advisors’, provide them with personalized and free business advice and connect them with training and business development opportunities. labor provided by The WorkPlace.

The ACE manifesto will serve as the basis for the alliance’s efforts, the crew agreed. Once it is released, those in attendance at Tuesday’s press conference said they would organize “community listening and information-sharing sessions” to bring together interested parties and connect them with stakeholders. resources needed. They also said they were making the manifesto available to interested policymakers who could use it to continue developing financial implementation tools for the benefit of people of color entering the cannabis business.

“On the one hand, it is about jobs; two, this is business; three, it is about wealth; four, it’s about fairness; and, five, it’s about restorative justice, ”said Dr. Fred McKinney, founder of diverse business development consulting firm BJM Solutions. He was chosen by ACE to draft the manifesto. He said the new partnership aims to complement the work of the Social Equity Council, not replace it.

Andrea Comer, Chair of the Council’s Social Equity Committee, also attended the event. “We know that the Council for Social Equity, the 14 members and I, cannot do it alone,” she told the audience. “We cannot do it in isolation. So having partnership opportunities like this will only strengthen our commitment to equity. “

The council, along with the ministries of Labor, Economic and Community Development, and Workforce Strategies, are also currently responsible for creating a comprehensive workforce plan. “There isn’t just one way for this,” Comer said. It organizes meetings with labor partners, community colleges and all community organizations willing to collaborate; ACE can play an important role in making these connections.

License distributions will operate through a lottery system; Once the candidates are selected by lot, the Social Equity Council decides whether the selected candidates are eligible. In December, Comer said the board would begin analyzing possible income and residency requirements as well as business audits that will determine which applicants will ultimately receive licenses.

McKinney noted that the manifesto should help its target audience of potential entrepreneurs – as well as policy makers – determine the answers to questions such as “What is a good, doable and understandable joint venture?” ”Especially since many people requesting these licenses will have to partner with funders to start their business.

The board can use these guidelines to inform its selection process. The goal, said Comer, is to make sure that “the social equity seeker who comes in with that partner actually has a stake in it… because what we don’t want are predatory establishments. What we don’t want are frontmen.

Ct.GouvMcKinney illustrated the current moment around cannabis – including its natural hazards and possibilities – by pointing out that a multi-state cannabis company has struck a deal and signed two more this month to acquire three more companies with marijuana dispensaries as well as a grow facility in Connecticut. . Specifically, The company purchased Connecticut Pharmaceutical Solutions’ growing and production facilities in Rocky Hill, an acquisition that included $ 113.25 million in voting stock.

“This tells you that the licenses that will be granted as part of a lottery process are extremely valuable… If the entrepreneurs who want to start these businesses do not have the support, the capital, the support of the management, the support of the community, they will run behind the eight balls, ”McKinney said.

“The opportunity awaits us there,” summed up Carbone. “It’s our job to seize the moment. “

posted by: THREE-FIFTH November 23, 2021 6:13 p.m.

“For too long the creativity, ingenuity and ingenuity of this community has not been fully harnessed,” said Carlton Highsmith, Chairman of the Board of ConnCORP. “The legalization of cannabis introduces a whole new growing industry to Connecticut. Hundreds, if not thousands, of new jobs will be created; dozens of new businesses will be formed; and millions, if not billions of dollars of wealth created.

You are kidding. The legalization of cannabis as it relates to recreational marijuana is the new oppressor of blacks. Read the story. They give recreational whiskey to Indians. You see, when the white man brought whiskey to the native plains in the mid-1800s, it had a sudden and devastating effect on a deeply rooted way of life. In fact, a whiskey trader by the name of WC Gladstone described the trading ritual. Speeches followed, washed down with another dram, then another drink, until each had absorbed five drams and were ripe for business. The weeks of trading have left us with 600 horses and our warehouses almost full. The whiskey was made from distilled alcohol mixed with chewing tobacco, red pepper, soap, molasses and red ink and was labeled “Whoop-Up Juice”. It was made inexpensively, highly addictive, and provided huge profits for the fur traders. In three years, the whiskey trade has caused more destruction to the natives of the plains than a hundred years of tribal warfare. Believe me. Marijuana.

My friend. NY State Assemblyman Charles Barron put it right. I just don’t see how recreational use of marijuana is good for the revolution.

https://blackagendareport.com/reefer-legalization-not-good-revolution-says-new-york-lawmaker


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Multicultural Marketing? – Everything you need to know https://ascensionriskmanagement.com/multicultural-marketing-everything-you-need-to-know/ Mon, 22 Nov 2021 07:43:16 +0000 https://ascensionriskmanagement.com/multicultural-marketing-everything-you-need-to-know/ When trying to reach a diverse audience, the goal of a business is to appear to be knowledgeable and have empathy. Everyone knows that companies are always trying to sell something, so it is imperative that the outreach message is socially current and aware. Having a multicultural consumer base means that a business must have […]]]>

When trying to reach a diverse audience, the goal of a business is to appear to be knowledgeable and have empathy. Everyone knows that companies are always trying to sell something, so it is imperative that the outreach message is socially current and aware. Having a multicultural consumer base means that a business must have a multi-faceted marketing campaign.

What exactly is multicultural marketing?

Multicultural marketing is fundamentally “a marketing strategy that recognizes the differences in culture and ethnicity of a target market”. A business may recognize that it has a diverse customer base, but that doesn’t mean its marketing strategies are culturally relevant. Imagine creating a sales campaign for a product around the date of October 11th. This day is widely known as Columbus Day, but in recent years there have been efforts to recognize the federal holiday as Indigenous Peoples Day.

As a business, it is important to be aware of the evolution of social etiquette around historical events and how they relate to its marketing strategies. Many companies still offer discounts and sales around “Columbus Day”. But many other organizations begin to move on a more uplifting Native American road on October 11.e. Instead of having a sales campaign, many companies are now opting for campaigns based more on initiatives that focus on Indigenous people, and they have often looked at the impact on history.

Initiating this marketing shift based on Columbus Day to Indigenous Peoples Day can be seen as inclusive and aimed at an underserved and marginalized group. This not only portrays a business as culturally informed, but also exposes it to new customer demographics. According to a 2019 poll, “79% of students surveyed supported replacing Columbus Day with Indigenous Peoples Day, according to Pulse College, a data analysis and survey company.

Attracting a newer and younger demographic can be crucial in keeping a business relevant in the industry. Businesses can market products and services for Columbus Day if they wish. But the demographics that interact and interact with the message will likely be older and more conservative. This in itself is not wrong. However, companies should keep in mind how their messages attract certain demographics and repel others.

Speaking of pushing others away, sometimes trying to bring people together, who they think they are, multicultural marketing can do the opposite. Another cultural festival that has made cultural waves over the past year is Juneteenth.

Recently transformed into a federal holiday, Juneteenth commemorates the official end of slavery for African Americans in Galveston, Texas in 1866 (3 years after the signing of the Emancipation Proclamation). Juneteenth has been celebrated by African Americans in the state of Texas for decades. But, with ongoing discussions of police brutality, racial inequality and activist Opal Lee pushing to make it a federally recognized holiday, Juneteenth has become the cultural focal point.

Many companies had already created marketing campaigns focused on Black Lives Matter, in an attempt to show their solidarity with the black community. But, with Juneteenth becoming an official holiday nationwide, some businesses have seen an opportunity to reach out to a minority demographic in more depth.

However, as the saying goes, the road to hell is paved with good intentions. Below are a few examples of businesses trying and failing to cultivate a marketing campaign around Juneteenth.

Example 1: Old Navy suspended a Juneteenth campaign after asking black influencers to buy the brand’s Juneteenth t-shirts, in addition to slashing prices, according to Plain mode. “

Example 2: “The San Jose Sharks of the NHL recently deleted a Twitter post which depicts his mascot breaking the literal chains of slavery.

Example 3: “A Ford place which has been going on for the past week, made up of what looks like archival footage, also tries to honor the holidays.

(Examples provided by Morningbrew.com)

These marketing scenarios show how the misuse of multicultural marketing can, at best, embarrass the demographic a business is trying to reach, or at worst, offend them deeply. Each scenario mentioned above has missed the mark in trying to show solidarity with the African American demographics. When a business does not fully research the cultural customs of the population it is trying to reach, this can lead to a major backlash.

One thing that many businesses tend to forget when creating a multicultural marketing campaign is the importance of being specific. It is often forgotten that not all black people are ethnically African-American. Blacks come from all over the world. Another thing to consider is that not all African Americans celebrated June 15 before it became a national holiday.

Specifically, African Americans in Texas celebrated Juneteenth. So a hockey team in San Jose, Calif. Creating an article on June 10 might not reach the intended audience. A franchise sports team in Texas would have an easier time reaching the intended audience due to demographics and location.

Creating a multicultural campaign can be a delicate task in an environment of political, cultural and social upheaval. It is extremely important to know how to read the part, or in this case, read the digital part. With social media platforms like Twitter, Instagram, Facebook, etc., it’s easier than ever to rate a potential audience on what they like and dislike as a consumer.

As a business, make a habit of studying your customer base. See who they follow, what posts they like, and what content they comment on. It’s part of being aware of what conversation is.

As stated earlier, being culturally aware is an important part of creating successful multicultural campaigns. If a business wants to target Hispanic / Latin American, they should consider incorporating their native Spanish language into the outreach message.

If that same company wants to run a Juneteenth campaign, it should consider donating a portion of the sales of the products purchased to programs and initiatives that help uplift the African American community. Finally, if this company decides they want to use October 11e To honor Native Americans, one strategy might be to donate product sales to institutions and resources that can highlight and educate about pre-colonial Native American civilization.

This is where empathy comes in. The intended target audience needs to feel that a company can understand some aspect of its culture. People know that the main goal of a business is to sell a product. This means that a business has to be very careful and pay attention to how their message can be perceived positively and negatively.

If a business makes a mistake or has a history of cultural / racial insensitivity, it must be willing to show how it will actually change for the better. Think how a company like Vogue was greeted with skepticism when editor-in-chief Anna Wintour promised readers that she acknowledged the magazine had failed to promote various fashion designers. Even the former employees were skeptical.

True healing takes time and action on the part of those who have played a role in marginalizing those who are not part of the majority white population. Businesses need to earn the trust of their audiences, regardless of demographics, by being honest and consistent.

A successful multicultural marketing campaign does not make a company the beacon of diversity. Putting the audience first is always the key to successfully reaching them.


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Simple Steps to Increase Mobile App Downloads https://ascensionriskmanagement.com/simple-steps-to-increase-mobile-app-downloads/ Sat, 20 Nov 2021 19:06:45 +0000 https://ascensionriskmanagement.com/simple-steps-to-increase-mobile-app-downloads/ You have created your application, it is fully functional, easy to understand and you think it has a real place in the market. You’ve passed your first big hurdle, but success won’t come immediately. Building an app is the first fight, but promoting your app and building customer loyalty by driving app downloads will win […]]]>

You have created your application, it is fully functional, easy to understand and you think it has a real place in the market. You’ve passed your first big hurdle, but success won’t come immediately. Building an app is the first fight, but promoting your app and building customer loyalty by driving app downloads will win the battle.

To have a successful app, you need to be creative in acquiring customers. You will have to change it and think outside the box to be found.

Below are some creative and effective ways to find your app in app stores and increase your customer base.

Fast app downloads statistics

  • 1.85 million iOS apps
  • 2.56 million Android apps
  • 142.9 billion apps were downloaded in 2020 alone

Source: Applications company

How to increase app downloads

References in the app and word of mouth

Word of Mouth (WOM) key makes your app easy to share. WOM marketing is one of the oldest forms of marketing and still makes a huge difference in today’s consumer landscape.

An app referral program is basically a tool that makes it easy for your existing customers to share your brand with friends directly from the app experience. Since it’s usually built right into the mobile app, it requires minimal effort from your customer to reap the rewards. It rewards those satisfied and loyal customers with credit, promo code or free product in exchange for signing up friends, shopping, etc.

And you don’t have to be in the service industry for in-app referrals to work with your strategy. To see if this strategy will work for you, take a look at your customer journey to see if an incentive like a recommendation would make sense in attracting new customers.

For example, HelloFresh has a referral program called HelloFriends where it gives credit to members when they have friends who sign up using their personal code. This is available both in the app and through their web browser.

App Store Optimization (ASO)

The process of optimizing mobile apps to rank higher in the search results of an app store (i.e. app version of SEO). ASO is the source of the majority of all new application discoveries. To successfully configure your app with ASO, make sure you have a bright and compelling icon, use contextual keywords, include a dominant keyword in the app name, update frequently, and have a healthy dose of recent 5-star ratings. Once you’ve set your ASO strategy, you’ll see app downloads start pouring in.

App Store Reviews 2020 iOS and Android

Marketing of paid mobile applications

Affiliate Marketing: App marketers join an ad network to create featured widgets and snippets that other app or website vendors embed on their platforms, and the app marketer pays affiliates a small fee for each download.

App installation announcements: There are many paid possibilities for generating application installations. The major social networks (Facebook, Twitter, Instagram, YouTube, TikTok, etc.) each offer their own version of app installation announcements. You can also sponsor advertisements in the Google Play Store. These ads are a great way to generate downloads and reach a targeted audience. For example, check out the search result for “game” in the Google Play Store. You’ll see a subtle difference between paid advertising and organic search results, but the end-user experience remains the same for the consumer.

Retargeting ads: If you have a referral system built into your app, re-target your customers’ referrals with ads until they convert and become customers.

Social media

“You can never go wrong with investing in communities and the people who make them up. ”—Pam Moore, Social and Marketing Consultant

Social media is a proven way to build communities and spread brand recognition, even though it has been around for a while. Social media platforms can be powerful tools that help grab the attention of a new audience and can help you build a successful online community.

Choose your platform wisely. Not all social media channels are right for your app. Your business should choose to devote the most time and effort to the platform that will reach your target audience. For example, LinkedIn is a great platform if you’re looking for business connections, but if you have a fashion-focused app, you might want to switch to Pinterest, TikTok, and Instagram.

In this modern age, no one has time to catch their breath, so how do you expect them to read 300 words on your app? Infographics and short video clips can help here as they are short, simple, and interesting which may work better for potential clients.

It might sound simple, but engaging your community by posting relevant articles and posts that help community members will give you a big boost. Use the 80/20 rule that 80% of your social media content should be your entertaining and informative content, and 20% used for CTAs. In this way, the community remains happy and the number of app downloads can continue to increase through this channel.

Additionally, try to involve influencers within your community, as they bring great ideas, better feedback, and an experience that you can use.

Content Marketing

“The paradox is that the more information you give, the more people will buy what you have to give.” —Brian Clark, Founder and CEO of Rainmaker Digital

There are many ways to approach content marketing, but to get started, identify your target audience first. The better you understand them and what they’re looking for in your app, the better able you’ll be to create content that brings value to their lives.

If you are starting from scratch, you will need to think globally about the content. But if you already have content assets, see what has worked best among the current content and what is missing from your current offerings. The best way to create content is to involve your team in the process. However, if you don’t have the expertise, outsourcing can be a good option.

Creating an editorial calendar (similar to what you would use for a web experience) that aligns with your marketing plan and goals is also a great place to start. Publishing content and amplifying its reach using social media can do wonders in reaching new customers.

Unlike other marketing techniques, the effects of content marketing last longer. Your content will be visible and will continue to entertain, inspire or educate your customers as long as it remains relevant.

Bottom line: increasing app downloads doesn’t have to be difficult

The app market may be more competitive than ever, but every day we see new apps rise to the top and overtake all others for downloads and usage. This process is not impossible, and with a little hard work and creativity, you also have the chance to skyrocket the number of users of your app.



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Anatomy of the Anthology: A Public Perspective https://ascensionriskmanagement.com/anatomy-of-the-anthology-a-public-perspective/ Fri, 19 Nov 2021 03:41:45 +0000 https://ascensionriskmanagement.com/anatomy-of-the-anthology-a-public-perspective/ Summary Number of anthologies distributed in Indian streaming category trending upwards However, most of the Hindi anthologies launched so far have not performed well in terms of content or marketing metrics. Primary research of 1,200 Hindi streaming audiences confirms anthology format holds niche appeal, only in short films and documentaries The author believes that the […]]]>

Summary

  • Number of anthologies distributed in Indian streaming category trending upwards
  • However, most of the Hindi anthologies launched so far have not performed well in terms of content or marketing metrics.
  • Primary research of 1,200 Hindi streaming audiences confirms anthology format holds niche appeal, only in short films and documentaries
  • The author believes that the anthology format is not to the taste of the Indian public and is based on a sensitivity borrowed from the West.

When a streaming platform recently announced a release date for its next anthology series, social media was abuzz with memes examining the number of anthologies produced in the streaming category in India. . So, is the Indian OTT space seeing an overabundance of anthologies? We decided to explore this question from a factual perspective.

Of the 139 original Hindi shows and movies launched on major streaming platforms in India in 2021 so far, only 10 were anthologies. At only 7% of total original content released, “overkill” is not a word we could associate with. But the trend is on the rise, with the number of anthologies more than doubling from just four in 2019 to double digits in 2020. And those are just the numbers in Hindi. There have also been anthologies in languages ​​like Tamil and Telugu, bringing the total number for the year to around 15. And most of these have also been high-profile launches, backed by significant marketing spending. .

Streaming players are making more and more anthologies year after year. But where is the Indian public on this subject? We surveyed over 1,200 regular Hindi streaming viewers about their willingness (appeal) to watch different types of content on streaming platforms. The options were articulated to the audience in their language, with an anthology described to them as “a collection of 4 to 5 short stories or short films, each 20 to 30 minutes”.

The table below summarizes the results

While you wouldn’t expect the anthology format to be on par with web series or movies, The Splits tells a story of its own. At less than 50% of the two most popular formats, anthologies compete with niche categories like short films and documentaries, than in the mainstream space.

But do anthologies have a primary target audience, which perhaps makes them an attractive option for at least a large cohort? While the call for anthologies hovers around the 36% mark in most audience segments, the difference by age, as shown in the graph below, is interesting to note. Attractiveness increases with age, although even in the older segment (31+) it falls far short of web series (75) and movies (70).

You could argue that the lack of familiarity with the anthology format leads to its low appeal, but the content itself was appreciated. The table below lists the Ormax Power Rating (OPR) of some Hindi-language anthology originals on streaming platforms so far. The OPR is a measure of audience appreciation, and scores of 65+ translate to a “Liked” response from the audience.

Not only is the anthology format unappealing, but the material produced so far has also failed to break through, except for two that managed to break through the 60 mark.

The third argument can relate to the fact that anthologies are “buzz makers”. Arguably, because several well-known actors and directors are joining a project, audiences are bound to notice an anthology in the streaming mess, where over 135 Hindi originals have already released in 2021. A quick look at the streaming clutter. Buzz numbers of Ormax Stream Track are enough to reject this hypothesis.

Ormax Stream Track, launched in April 2021, tracks the buzz (among other metrics) of new streaming originals released by major platforms. The average buzz from the launch week of the 20 best Hindi originals so far is 40%, that is, 40% of the audience was able to remember the show without help. If we remove franchise properties from this list, the average Buzz of the top 20 Hindi originals (non-franchisees) is 29%.

The graphic below shows the Buzz of Hindi anthologies launched since the beginning of Ormax Stream Track. With the exception of Ray, none of the others would have reached the top 20 (non-franchise) list in the 18-month period for which this data is available.

So far, anthologies have very little interest, either in terms of marketing or content. While the format may allow for the collaboration of multiple artists, the excitement of the idea is more within the industry than with the audience itself. Even historically, anthologies have had little success in theaters in India, with no box office success. Life In A Metro (2007) is the only Hindi anthology to have achieved any box office success.

The root cause, perhaps, lies in how Indian storytelling has spanned the ages, from the epic tales of the Ramayan and the Mahabharat, to multi-star cinema of the 1970s, to the daily TV soap operas of the past 20 years. Indian audiences, while extremely comfortable with multiple characters and subplots, still like the story to revolve around a singular and central narrative. The idea of ​​multiple stories woven into a thematic presentation is based on a sensibility borrowed from the West and lacks the inherent simplicity of storytelling that even the most complex Indian movies and shows intuitively rely on.

In a very competitive and crowded category, where market growth will be a challenge over the next couple of years, anthologies appear to be a somewhat pointless idea. The anthology report for the Indian streaming category looks poor so far, and based on the data cited above, one would not bet on a better look in the years to come. The platforms may need to tone down their eagerness to commission anthologies for Indian audiences. Unless they hope to change decades of public conditioning in a few years!

Disclaimer: The opinions expressed here are solely those of the author and do not represent the views of exchange4media.com in any way.

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