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As the world begins to open back up in 2021, customers will resume their usual activities again. Brands should plan for this now and work out-of-home (OOH) advertising into their 2021 marketing plans.
Large metropolitan areas hit hard by the pandemic experienced an exodus, with people leaving the big cities in record numbers. Brand marketers should reconsider the value of second- or third-tier markets, and target their customers where they are now.
OOH advertising will drive physical and digital conversations. Outdoor advertising has come a long way, offering audience-based targeting, place-based targeting and multi-channel retargeting.
New technology is helping the brands who’ve brought media planning and media buying in house, and making the once-manual and time-consuming process much more efficient.
Making predictions in a sea of uncertainty—much less when a good chunk of the world is going under various stages of lockdown once again—seems like a fruitless effort. Especially if the topic is out-of-home (OOH) advertising, which in a pre-COVID world, was poised for its breakout year. If anything, this past year of unexpected (and unwanted) surprises has been a lesson in patience.
As the COVID-19 pandemic brought the entire world to a screeching halt, many OOH advertisers hit the brakes, too. Fortunately, as the world inches closer to a vaccine and a return to “normal times,” advertisers are seeing the light at the end of the tunnel and seizing the opportunity to re-imagine OOH in a post-COVID world.
If you’re trying to make sense of OOH advertising in your 2021 marketing strategy, consider these four factors as you plan for the year ahead:
1) OOH advertising will see a sharp rebound
Take a quick second to sing the “I’m A Little Teapot” nursery rhyme in your head. This is basically the world in a nutshell. Humans aren’t meant to be pent in their homes for months on end.
When we are all able to finally rip off those masks and resume our once-normal activities, the proverbial teapot will need to be poured out. And as you may have guessed it, the more people go outside, the more opportunities brands will have to engage with them via OOH advertising.
This doesn’t mean people will suddenly unhinge themselves of their digital devices—because, let’s face it, we’re past the point of no return—but engaging with the physical world again will take on an entirely new meaning for some time. Brands should plan for this now.
2) Advertisers will see new value in second- or third-tier markets
The pandemic has hit the hardest in big metropolitan areas. Population density alone is to “thank” for this. So while lockdown measures are far from uniform across the U.S., there’s a good chance that they will be relaxed more quickly in less populated areas.
This will signal a new and relatively untapped opportunity for many brand marketers who, for vanity alone, have consistently targeted major cities, like, Los Angeles, New York, and San Francisco, for billboard advertising and OOH campaigns.
Understanding that cities experienced an exodus throughout the pandemic should give advertisers a reason to think twice about where their target consumers live, shop, and spend their time. It’s not just the big cities (nor was it ever).
3) Optimizing for return on ad spend (ROAS) will be more important than ever
If you are still of the mindset that OOH can’t be measured, please leave that in your “preconceived notions” pile when 2021 rolls around.
With the growth of digital out-of-home advertising (DOOH) and the rise of programmatic OOH advertising solutions, measuring the performance of OOH campaigns has never been easier or more accurate. And now the same applies to traditional out-of-home as well.
The powerful combination of audience-based targeting, place-based targeting, and multi-channel re-targeting is turning the entire out-of-home ecosystem into a powerful performance marketing channel that drives both (measurable) physical and digital conversions.
Sure, OOH advertising will always be a solid brand marketing channel, but it’s also so much more than that—and advertisers are finally catching on.
4) Brands and agencies will turn to technology to plan OOH campaigns
Last year, more and more brands began bringing their media planning and buying in-house. This has been accelerated even more during the COVID-19 pandemic. Brands have had to cut costs to stay afloat during this recession and also learn how to operate with fully distributed teams.
Technology’s role in enabling people to be more productive than ever before has been central to this—and this is not likely a trend we’ll see disappear anytime soon. This isn’t to suggest that technology is “taking over” people’s jobs. Rather, it underscores the reality that new solutions are emerging each day making once-manual or time-consuming processes much more efficient.
OOH advertising will be far from an afterthought in 2021. COVID-19 has fundamentally reshaped both business and consumer behavior in a massive way – these shifts will manifest themselves in out-of-home advertising in the year ahead.
And as the world opens back up, outdoor advertising options like billboards, transit displays, and bus benches will help you stand out to customers in a fresh new way.
Matthew O’Connor is the Co-founder and CEO of AdQuick.com, a technology company building software for the out of home advertising industry. Brands and agencies of every size use the software to plan, purchase, and measure OOH campaigns.
Pinterest Predicts, the latest trend report from Pinterest, provides a glimpse into the future, listing up-and-coming trends for 2021 based on popular searches, pins, and posts from 2020.
Pinterest is a place where people plan new projects, look for inspiration, and shop for unique, unusual and innovative products.
Pinterest has a good track record when it comes to nailing future trends—80% of their predictions for 2020 came true.
We highlight some key trends in three categories: Wellbeing, Travel, and Food.
You can view the entire report, which organizes 150 trends in 10 categories, on Pinterest’s business website.
What do protection crystals, bedroom bathtubs, and charcuterie boards have in common? They’re all up and coming trends, according to Pinterest Predicts, the latest trends report from the visual search engine and creativity platform.
Pinterest has over 442 million monthly users. Their user base skews more than 60% female, but a wide range of demographics, including male and Gen Z pinners, use the platform (both groups were up 50% from last year).
Pinterest is a place where people plan new projects, look for inspiration, and shop for unique and innovative products.
Since people turn to Pinterest for inspiration, planning for events and projects ahead of time, their search data tends to identify hot new interests before they begin trending everywhere else.
Pinterest has a good track record when it comes to nailing future trends—80% of their predictions for 2020 came true.
Understanding consumer sentiment, interest, and motivation in 2020 has been difficult as the pandemic, associated lockdowns, and economic uncertainty have changed people’s priorities and behaviors.
This year, the trends showing up on Pinterest reflect these changes. We’ll review some of the key highlights from the report within several categories including Wellbeing, Travel, and Food.
The complete report organizes 150 trends into ten categories, identifying key themes that show how consumer behaviors are shifting.
Prioritizing mental, physical, and spiritual wellbeing
Aya Kanai, Pinterest’s Head of Content and Editorial Partnerships recently spoke at a press event covering key findings from Pinterest’s 2020 search data.
Says Kanai, “New Age wellness trends and rituals are coming back and alternative healing methods are becoming more mainstream. Sleep care will be the new self-care.”
Trending search terms in this category include: protection crystals, manifestation techniques, and fantasy map making.
Partial search results on Pinterest for the term “Protection Crystals”
Here are some key wellness findings from the report:
There was a 100% increase in searches for the term “protection crystals” and 105% increase for “manifestation techniques” in the U.S.
Searches for the term “zodiac sign facts” increased 6x in Spain, Germany, and Sweden.
Spiritual bathing is a rising trend, with searches for the term “spiritual cleansing bath” increasing by 180% in the UK, Canada, and Australia.
In the US, Australia, and the UK, searches for the term “bath in bedroom free standing” increased by 50%.
A bath in the bedroom (this isn’t weird at all)—Source: Pinterest
Cars are the new “third space” for the travel hungry
After a hard year for the travel industry, Pinterest’s view of upcoming travel trends is hopeful. Says Kanai, “In 2021, people will start to plan, book, and explore again. Outdoor exploration will trend up with activities like RV camping and stargazing becoming more popular.”
Predictions are based on trends that occurred throughout 2020, including car travel being on the rise globally, and cars themselves offering an escape space for those stuck at home (which is all of us).
Per Kanai: “Next year, cars will offer more than just an escape route, they’ll become an escape space as pinners use their vehicles for everything from date night to survival vehicles.”
Pinterest global travel data found:
In Brazil, Germany, and France, there was a 2x increase in searches for the term “car date night”
Searches for the term “car man cave” increased by 115% in the US, Australia, and the UK
There was a 100% increase for the term “dog car seats” in the US, Canada, and the UK
Automobile brands can take advantage of cars as the new “third space” by promoting luxury features like massage seats, surround sound, and vista roofs.
CPG brands can also benefit from this trend by reminding consumers to stock their cars with things like hand sanitizer, lip balm, and wet wipes.
The sky’s the limit when your living space extends to your car!
Breakfast charcuterie boards and spices for the win
The food industry was transformed by the pandemic. Among the many different trends gleaned from Pinterest’s search data, French charcuterie boards, cooking at home, and mimicking the dining-out experience were among the top.
Source: Pinterest Predicts 2020 Report
“There are many new food-related trends predicted for 2021,” explains Kanai, “Pinners will experiment with new flavors techniques and cuisines at home. We’ll see the rise of more spiced up recipes and intense flavor profiles. Pinners will also entertain differently with a new take on what the French call a charcuterie board, except that instead of cold cuts, they’ll serve breakfast or dessert spreads.”
Charcuterie breakfast spreads? Now that’s something I can sink my teeth into! (I’m sorry. I’ll see myself out).
Pinterest global data reveals the following food-based trends:
There was a 130% increase in searches for the term “bread art” in the US, UK, and Australia.
“Gourmet food plating” increased 105% in Germany, Australia, and the UK.
Searches for the term “Basque burnt cheesecake” increased 10x in Canada, Australia and Indonesia.
If you’re curious about what bread art is, here’s a glimpse of a Focaccia bread masterpiece:
Quilted Focaccia buns—Source: Pinterest
Future trends drive future planning
The statistics and trends listed above are just a taste (pun intended) of what’s available in Pinterest’s annual trend report. It’s worth digging into the categories that are relevant for your business to help get an understanding of what consumers have been searching for throughout 2020 so you can plan ahead as we move into 2021.
Findings are broken down geographically with primary topics—Home, Food, Fashion, Beauty and Fitness/Wellness—equally popular across all countries.
Nuances specific to each country are listed along with statistics for a given topic (e.g., “food garnishes” versus “gourmet food plating”) varying based on country, as illustrated by the following graphic.
Source: Pinterest Predicts 2020 Report
Marketers, brands, and businesses of all stripes can use Pinterest’s trending search term information to plan their content strategies for 2021.
People have been turning to Pinterest for guidance and inspiration on how to navigate the pandemic, so it’s also a good outlet for advertisers to reach consumers as they’re planning their next outing, project, or meal.
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Looking to practice your handwriting and calligraphy skills? Me too!
In this post, you’ll find 30+ free printable hand lettering quote worksheets that are perfect for beginners!
Hand lettering is something that is really special to me personally.
See…I got sick. A lot of things happened in my personal life that created this sort of “perfect storm.”
I was launching a new course, my mom suddenly died, and there were several other major things going on as well.
As I held the black box of my mom’s ashes in my hands, I peered slowly into the box, and saw white-ish colored sand.
All the sudden, it hit me…
I realized that if I didn’t make a major change in MY life, I would end up like her. At only 65, dead.
But HOW, would I make these changes, tears?! I didn’t know what to do, who to turn to, or where to go.
And one day, I stumbled across hand lettering. I didn’t even know it was a “thing”. Started trying it and quickly fell in love. I started coloring (and creating coloring sheets) to help me get used to the pens, holding them, writing with them, drawing with them (here’s my favorite set in the whole world).
I find that coloring is also soothing and it helps me hand letter much better because I am still very new at hand lettering.
For me, hand lettering, and in turn coloring, has become my escape. I can process my ever-active mind, and still do something with my hands, so I’m not bored.
It’s soothing, peaceful, serene.
Hand lettering has really helped me in so many ways and today I want to share with you my passion.
If you want to have fun, relax, and do something peaceful, this is your hobby!
Listen, don’t be so busy YOU end up in a black box when YOU’RE 65, okay.
Take care of yourself. Rest when you need to. Hand letter, color, enjoy life!
Below you’ll find all the 30 days to better hand lettering free printable PDFs.
Join with me as I go through these guide template sheets with you, one day at a time! There’s a great selection of different fonts and styles to practice and enjoy! 🙂
30 Days to Better Hand Lettering
Click the link below or the pictures at the bottom and download. 🙂
Day 1: Whatever you are, be a good one
Day 2: Wherever you go, go with all your heart
Day 3: In the middle of every difficulty lies opportunity
Day 4: It is not the mountain we conquer, but ourselves
Day 5: He who has a why to live can bear almost any how
Day 6: Begin anywhere
Day 7: If you don’t like the road you’re walking, start paving another one
Day 8: Boldness has genius, power, and magic in it
Day 9: Overcome the notion that you must be regular
Day 10: Have faith in yourself
Day 11: Everything you can imagine is real
Day 12: Believe in yourself and all that you are
Day 13: Know that there is something inside of you that is greater than any obstacle
Day 14: Find out who you are and do it on purpose
Day 15: The future belongs to those who believe in the beauty of their dreams
Day 16: Make yourself proud
Day 17: If we all did the things we are capable of doing, we would literally astound ourselves
Day 18: You are never too old to set another goal or to dream a new dream
Day 19: Be willing to be a beginner every single morning
Day 20: Anything I’ve ever done that ultimately was worthwhile initially scared me to death
Day 21: The greatest act of faith some days is to simply get up and face another day
Day 22: Compassion is language the deaf can hear and the blind can see
Day 23: You know more than you think you do
Day 24: Live the life you have imagined
Day 25: Go confidently in the direction of your dreams
Day 26: If you have knowledge, let others light their candles in it
Day 27: It is more important to know where you are going than to get there quickly
Day 28: Life isn’t about finding yourself, life is about creating yourself
Day 29: The best way to prepare for life is to begin to live
Day 30: Don’t lose your present to your past
These printables are for personal use only. You may not alter them or redistribute them for monetary gain without written consent from the author, Sarah Titus.
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