Wednesday, December 17th 2014

Schneider Associates Hires Victoria Morris as Account Coordinator

Tori

Schneider Associates is please to announce the hiring of Victoria Morris as Account Coordinator.

As Account Coordinator, Morris is responsible for daily account administration and outreach to media. Prior to joining Schneider Associates in her current role, Morris completed an internship at the agency in the summer and fall of 2014, as well as a year-long mental health internship with the Boston Medical Center. With a strong background in media relations and social media, Morris works with clients across the agency.

Morris received her Bachelor’s degree in Psychology and Journalism from Ohio Wesleyan University in May 2012, where she acted as a reporter for her school newspaper, The Transcript. Morris will receive her Master’s Degree in Public Administration and Mental Health Counseling from Suffolk University in May 2015.

Tuesday, December 16th 2014

Schneider Associates Promotes Danielle Gerard to Account Executive

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Schneider Associates is pleased to announce the promotion of Danielle Gerard to Account Executive.

In her new role, Gerard will be responsible for day-to-day client management and community outreach, as well as social media content creation. Gerard will be a key player in supporting account strategy for a wide variety of the agency’s clients including the Katz Graduate School of Business at the University of Pittsburgh, Phoodeez, Specialty Insurance Advisors, Sunstar GUM and Bay Path University.

A native of Wilton, CT, Gerard graduated from Boston College where she majored in both Communication and Sociology with a minor in International Studies. Prior to joining SA as an Account Coordinator in 2013, Gerard gained experience as a web and social media marketing intern at AmeriCares and as a marketing and PR intern at the National Museum of Ireland.

Monday, December 15th 2014

Schneider Associates 2014 Most Memorable New Product Launch Survey Results Featured on Adweek

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The 2014 results of Schneider Associates (SA) annual Most Memorable Product Launch survey were recently featured on Adweek.com, rounding up the top 10 product launches consumers could recall most over the course of the past year. The article also shares the media consumption patterns used by consumers to learn about – and potentially buy – new products.

The article, “The 10 Most Memorable New Products of 2014,” explains how Facebook now ranks just behind television commercials as the most popular way to discover new products. According to the survey conducted by SA and Sentient Decision Science, just 10 percent of consumers learned about a new product through Facebook in 2009 – five years later, that number has risen to 29 percent as television commercials have seen a slow decline.

“Since our survey began in 2002, we’ve been fascinated with the types of sources consumers use when learning about new products,” said Joan Schneider, CEO of Schneider Associates. “We’ve seen traditional media decline and social media become more mainstream…To be successful in reaching emerging, younger generations, integrated marketing campaigns with both social and digital media are required to fully engage and motivate the target audience.”

To see which products made the top 10, read the full article on Adweek.com. To receive more information about the 2014 MMNPL results, pre-register for our 2014 MMNPL eBook.

 

Friday, December 12th 2014

Twitter’s “Buy” Button Launched by Boston Artist

Boston artist Amanda Palmer, perhaps best known for her record-breaking Kickstarter campaign, had the honor of sending the first tweet featuring Twitter’s new “Buy” button.

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The tweet included a special offer to incentivize purchases, and sold out the available stock of 100 books in just 20 minutes.

Palmer has a long history with Twitter and uses the medium regularly to communicate with fans and just about everyone else. She’s visited the social network’s headquarters before, and it’s no surprise they worked closely with her to debut this new marketing tool and help her sell copies of her new book. Palmer’s book, “The Art of Asking,” expands on her TED talk of the same name where she details her experiences with crowdfunding and seeking support, services and more from her network of fans and friends.

It’s a little ironic that the newest way to make a digital purchase was first used to sell a physical book, but the technology of the button couldn’t be better. Twitter users in the U.S. were able to click the “Buy” button in the tweet. Once clicked, a new window popped up with a blue “Buy Now” button to confirm the action. The pop-up window then had a simple and clean-looking credit card and shipping information form. The windows were easy to use and looked great on mobile devices. Those with Apple devices can take advantage of the “auto-fill” feature, and once you fill in your information, it’s securely stored for future use.

I’m excited to see this new functionality finally available, and hope to use it for clients in the future. See Twitter’s demo video here: http://bit.ly/1usA9iM 

NoelFisher
Noel Fisher
Content Marketing Supervisor

Thursday, December 11th 2014

MMNPL Survey Insight #10: Product Line Extensions

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MMNPL-insight-#10_graphicFor more than half of survey respondents, the new products they try are usually extensions of brands they have already come to know and trust. According to our 2013 MMNPL Survey (you can download the ebook with full data here), 55 percent of consumers stayed true to brands they regularly buy even during the economic downturn, reinforcing the importance of building an emotional connection with consumers. However, brands should allocate a sense of trust in what they can deliver. Just like a human relationship, trust is a key component of positive brand regard.

Brands need to deliver a new, quality product with features that will lure consumers, while still remaining loyal to their roots. Nintendo exhibited this idea with the launch of its Nintendo 2DS. With gamers constantly looking for the next big thing in gaming, Nintendo had to find a way to be innovative while also adhering to the game functions that consumers have grown accustomed. With a new dual screen and durable casing, the Nintendo 2DS received an increase in sales near the end of 2013.

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The lesson here is that product line extensions must offer something new and exciting, while at the same time, they should not stray from the original features and values consumers have already made a positive connection with.

The Most Memorable New Product Launch survey identifies strategies and tactics that brands use to motivate consumers to try and buy new products. Conducted by Schneider Associates and Sentient Decision Science, the Most Memorable New Product Launch survey identifies trends, tracks national product launches and reveals how consumers respond to traditional and new media.

This year we developed an e-book about the 2013 Most Memorable New Product Launch survey. Be sure to keep an eye out for our 2014 MMNPL survey to see which trends were most influential among consumers.

Tuesday, December 9th 2014

MMNPL Survey Insight #9: Positive Emotional Connection Leads to Product Adoption

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In our last MMNPL insight blog post, we discussed how emotion is strongly related to the memorability of a new product launch. However, according to our 2013 MMNPL Survey (you can download the ebook with full data here), the relationship between emotion and product adoption rates, or the likelihood of someone to adopt a new product, is even more significant. On a Sentient Prime positive scale of zero (not at all correlated) to one (definitely correlated), the correlation between emotional association and product trial was an astounding .96. Consumers are far more likely to try a new product and report on their purchase if they feel emotionally connected to it, compared to products that generate weak emotional associations.

Wendy’s Pretzel Bacon Cheeseburger, which tied for our fourth MMNPL spot in 2013, is a prime example of positive emotional connections impacting product adoption. The fast food company enjoys a strong customer connection with its classic American hamburgers – on a Sentient Prime index sale of zero to 200, the product had a positive emotional score of 187. A brand most consumers have grown up with, Wendy’s is the perfect example of positive emotional connections influencing consumers to adopt a new product.

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The Most Memorable New Product Launch survey identifies strategies and tactics that brands use to motivate consumers to try and buy new products. Conducted by Schneider Associates and Sentient Decision Science, the Most Memorable New Product Launch survey identifies trends, tracks national product launches and reveals how consumers respond to traditional and new media.

This year we developed an e-book about the 2013 Most Memorable New Product Launch survey. We’ll be sharing our research findings and insights each week, so be sure to check back! Next week, we discuss the tenth and final insight, product line extension.

Monday, December 8th 2014

Schneider Associates Promotes Hanna Heycke to Senior Account Executive

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Schneider Associates is pleased to announce the promotion of Hanna Heycke to Senior Account Executive.

In this role, Heycke will assist senior management in the planning and execution of account strategy and act as the day-to-day contact for client teams. Hanna will lead media outreach, social media community management and marketing, and press materials development. As an integral team member of the agency, Heycke works with a diverse range of clients including Northeastern University’s College of Engineering, The D’Amore-McKim School of Business at Northeastern University, Sunstar GUM, Cassidy Turley, RiverWalk, Cubist Pharmaceuticals and the University of Illinois’ Masters Tax Program.

A native of Ashland, OR, Heycke attended Boston College where she graduated with a degree in Political Science and a minor in International Studies. Prior to joining SA as an Account Coordinator in 2013, Heycke completed an internship at the agency.

 

Friday, December 5th 2014

MMNPL Survey Insight #8: Emotional Connections Influence Product Launch Recall

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Emotion is a crucial factor when influencing the memorability of a person, event, or in this case, a product. During our 2013 MMNPL survey (you can download the ebook with full data here), Sentient Prime implicit research technology revealed a strong relationship between the emotional connections with a new product launch and the level of market awareness. Using an index of negative to positive emotional association, the correlation between emotional association and awareness was .81 on a positive scale of zero to one. This simply means products with strong positive emotional associations were significantly more likely to be recalled than those with weak emotional associations.

Take the launch of Apple’s colorful and more affordable iPhone 5C. After the initial hype faded around the tech company’s typical television ads, Apple focused its new awareness strategy on emotional connection. Rather than highlighting the new device features, Apple concentrated heavily on the emotional connections created by the iPhone – a device that not only stores our memories, but makes them. Using emotional connections was a keen marketing move for Apple, especially with a less expensive device to broaden the iPhone market even further.

The Most Memorable New Product Launch survey identifies strategies and tactics that brands use to motivate consumers to try and buy new products. Conducted by Schneider Associates and Sentient Decision Science, the Most Memorable New Product Launch survey identifies trends, tracks national product launches and reveals how consumers respond to traditional and new media.

This year we developed an e-book about the 2013 Most Memorable New Product Launch survey. We’ll be sharing our research findings and insights each week, so be sure to check back! Next week, we discuss the ninth insight, product adoption rates, and how positive influence is the key to a successful product launch.

Wednesday, December 3rd 2014

MMNPL Survey Insight #7: Gender Loses Influence on Purchasing Decisions

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When Schneider Associates started the Most Memorable New Product Launch (MMNPL) survey thirteen years ago, women had higher product launch recall rates in every category except cars and technology. Each year since then, the product recall gender gap has tightened, and last year in 2013 it officially closed. According to our MMNPL Survey, (you can download the ebook with full data here), men and women shared the same top five priorities in terms of product attributes that influence their purchasing decisions. In an age when more women are working and men are the stay-at-home spouse, consumer brands have had to adjust their marketing accordingly.

The “clueless dad” in household product ads is marketing tactic of the past. Similarly, tech and automotive companies know that with more women as the household breadwinners, it is necessary to keep marketing strategies more gender-neutral. As men and women break through outdated consumer gender roles, it will be interesting to see if the gender gap remains closed in the 2014 survey.

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The Most Memorable New Product Launch survey identifies strategies and tactics that brands use to motivate consumers to try and buy new products. Conducted by Schneider Associates and Sentient Decision Science, the Most Memorable New Product Launch survey identifies trends, tracks national product launches and reveals how consumers respond to traditional and new media.

We developed an e-book about the 2013 Most Memorable New Product Launch survey. We’ll be sharing our research findings and insights on our blog, so be sure to check back! Next, we discuss our eighth insight, emotional connections, and the influence on a new product launch.

Monday, November 24th 2014

We’re Hiring! SA is looking for a Brand Architect and Business Advancement Ambassador

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Mad Men, Image Source: http://everettcollection.com

Have you been looking for your chance to be the next Don Draper? Do you want to set the bar for Mad Men and Mad Women everywhere? You’ve been the person behind the person, making things happen for a decade or more, and now you want to lead? Do you want the opportunity to take charge, be an industry leader, a trendsetter and visionary for one of the most exciting and innovative brands anywhere? Great news – we’re a fit! Schneider Associates, an integrated marketing firm, is proudly holding auditions for the role of Brand Architect and Business Advancement Ambassador.

The Brand Architect and Business Advancement Ambassador will play an integral role in planning the strategic marketing and sales direction for the agency’s short- and long-term growth. Working closely with the senior leadership team, you will conduct an audit of existing marketing and sales programs, develop the strategic vision for the agency and recommend the framework for achieving agency brand awareness, increased sales and growth.

The successful candidate will bring cutting-edge marketing, PR, digital and social programs to life with the goal of growing the agency brand and expanding our client base in key industries. Your background includes integrated marketing and sales experience, as well as a key competency in public relations and/or in graphic or digital design. You’ve made big things happen at a professional services firm, creative agency, digital marketing agency or media network.

To learn more about this career opportunity, visit our careers page.