Peak Seven Advertising
June 26, 2019
From scrolling down your twitter feed to a stroll through the mall, it’s easy to see that this year’s Pride is in full swing. The month-long LGBT+ celebration is a beautiful conglomeration of activism, history, parties, and even marketing? Brands promoting gay pride publicly was unheard 50 years ago (Which is when the historic Stonewall Riots occurred, leading the way for the modern gay pride movement.) However, now in our more socially-minded society, consumers care a lot more how a large brand impacts the world and it’s culture. With an increase in brands riding the inclusivity wave, it calls into question, does featuring and celebrating LGBT+ Pride positively or negatively impact consumer demand?
Inclusivity Marketing is creating content that truly reflects the diverse communities that your company serves. We have seen this in various movements from the #bodypositivity movement to #aeriereal campaign. Which shows models of all shapes and sizes flourishing in underwear ads. Brands are realizing marketing to every kind of person may be the way to attract new customers. Creating campaigns that showcase real people not just photoshopped models. Which allows more marginalized groups a chance to really connect with that brand, creating brand loyalty. An even simpler reason, is targeting a wider range of people equates to plainly, more eyes on your products. This more inclusive marketing trend combined with the Pride celebration’s continued growth. Means the month of June is the perfect showcase for large-scale inclusivity marketing. A mix of companies using their platform for good and some wanting to make money off of marginalized groups leaves a mixed-bag of interesting campaigns that are worth analyzing.
2019 Pride Content Examples
- Adidas – Released a Pride collection entitled “Pride pack”. Though not tied to product sales, Adidas will be supporting The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for the youth of the community.
- Absolut Vodka – Using a myriad of LGBT+ influencers, Absolut Vodka is kicking off a campaign with multiple channels, including commercials, branded events during Pride weekend, and in addition to bringing back its iconic rainbow bottle, Absolut has launched a multi-year partnership supporting GLAAD’s work accelerating acceptance for the LGBT community.
- Victoria Secret- Their brand Pink, tweeted their support for Pride month where they state that they will donate 100K to a LGBTQ+ Organization, the brand is still facing scrutiny over anti-trans comments made earlier this year.
- Gap – Launched its “Love all ways” campaign highlighting what family means today and will donate 15% of proceeds to the U.N. Free and Equal Foundation.
- American Express – Is celebrating Pride with a performance by Singer Lizzo. All proceeds will go to the Stonewall Community Foundation, an organization that bears part of its historic name to honor the 1969 uprising that started in New York and the spirit of freedom, resilience, and resolve that abides today. American Express is also displaying an array of Pride-themed ads over New York with messages of Pride and acceptance.
These are just some of the examples of what companies do during the month of June. What Makes them successful or scrutinized all depends on context.
How These Campaigns Were Received
Campaigns run by Absolut Vodka, Gap, and American Express have three things in common, that made their Pride campaigns successful. First, their brands support the LGBT+ Community throughout the year, not just in June. They do this with continued donations (American Express) and inclusive marketing (Gap and Absolut Vodka). Two, they specifically call out where they are donating their money, instead of just vaguely stating they are supporting the community. This makes the campaign seem more genuine. Lastly the pride/rainbow items they are selling are completely or in-part not for profit. The transparency demonstrated by these brands isn’t just a new fad.
Regan Clarke, Brand Director of Absolut Vodka, USA knows exactly where his brand belongs in all of this and is proud of it. Stating “Supporting the LGBTQ community back in 1981 was a risky decision for mainstream brands, when taking a stand for equality meant going against conventional culture.” Absolut’s 30+ year commitment to Pride is a great example of how inclusive marketing, can work and has worked. Demonstrating how powerful, socially aware marketing really can be when trying to further your brands position and satisfy younger consumers. These brands are creating an image for themselves as a positive presence in the world. Brand directors like Regan Clarke, show how putting time and effort into a pride campaign can really yield positive returns.
On the opposite spectrum is Victoria Secret. Earlier this year they had a major scandal involving their CMO Ed Razek. When he claimed transgender people don’t belong in the “coveted” Victoria Secret fashion show, because they don’t represent fantasy. “Dear Victoria’s Secret, you said trans women can’t sell the “fantasy” so here I am as a TRANS WOMAN selling the FANTASY! ماهي لعبة الروليت ” wrote trans makeup mogul, Nikita Dragun on her Twitter account in the weeks following the 2018 fashion show disaster. Fans were quick to bring Dragun’s tweet up again when Victoria’s Secret attempted to voice support for the LGBTQ+ community during pride month (The Tweet above). Showing how consumers are quick to call out inconsistency and injustice within a brand. The brand has not fully recovered from Ed Razek’s comments. كيف تلعب القمار This tweet sent out for Pride makes the company look even more out of touch. Only helping in bringing up past scandals and driving even more consumers away.
Adidas similarly has a bad reputation when it comes to supporting the LGBT+ community year round. The company is a huge sponsor for the Olympics, which took place in Russia in 2014. قواعد لعب البوكر Russia’s anti-gay policies are well documented and many LGBT+ Individuals from all over the world run the risk of these harsh policies by traveling to and participating in the games. Many consumers called them out, saying the company is not truly LGBT+ supportive when they are helping fund the Olympics in such a dangerous place for the community. Many calling their “Pride Pack” a cash grab because of LGBT+ consumers’ desire for rainbow everything during Pride. The “Pride Pack” seems disingenuous because the money made from, those shoes specifically, all goes into Adidas’ pocket.
The donations they are giving to the Trevor foundation are appreciated and valid, but many consumers seem to be unhappy with the broad claims of supporting the Trevor Project because isn’t being transparent about the actual amount or percentage of product sales that they are donating. Vox writer Alex Abad-Santos summarizes what Adidas is doing perfectly stating that “Brands promoting gay pride and the LGBTQ community may not always be consistent in actually supporting the LGBTQ community, but they still capitalize on the help that people want to give that community.” With their continued support of an event that isn’t LGBT+ friendly like the 2020 Olympics consumers are smart enough to realize that this brand doesn’t really have the LGBT+ communities best interest at heart year-round, only when it might seem convenient.
Is Marketing During Pride Worth The Risk?
A good Pride campaign can break boundaries, start meaningful conversations and position your brand favorably with a growing audience. On the flip-side, brands whose campaigns seem like lazy cash grabs will dig their company into a very big hole both on social media and with the general public mindset. Consumers are savvier than they have ever been and can tell when a brand is being genuine in their marketing. Companies like Gap and American Express clearly state where the money raised from their Pride campaigns is going and it is that transparency that draws in the modern consumer. In today’s age consumers vote with their dollars, many choose not to support brands that don’t align with their views. It’s up to brands to decide where they will fall politically and socially because it might affect their bottom line.
November 27, 2018
Help For Our Heroes
Darren Seys, founder, and CEO of Peak Seven was quoted in the Miami Herald’s article There’s still lots of time to help others for Thanksgiving, this week. As a board member of Entrepreneurs’ Organization South Florida (EO), Darren indicated that troops in their early 20s needed guidance on “starting a business, joining a company or just integrating back into the civilian community,” and that EO was going to give these troops any mentoring they needed to get readjusted to civilian life.
“One of EO’s core values is to ‘Make a Mark’ like serving our community,” Seys said. “It’s extra special to do this for these young South Florida men and women who bravely serve our country in the air and on the ground. بينجو اون لاين ”
Thank you to the Miami Herald for writing such an uplifting and thoughtful article. We hope Darren’s words helped to inspire some more good acts in our community this holiday season. كيف تفوز في روليت You can find their interview with Darren in the second section of the article. رهان الخيل
To read the full Miami Herald article, click here.
To learn more about EO, click here.
November 21, 2018
The Who’s Who in Real Estate
If you’ve had that chance to read through this month’s edition of Parkland Lifestyle Magazine, you would have come across a great feature spotlighting Darren Seys, the founder and CEO of Peak Seven Advertising. As an agency, we are incredibly grateful and proud to be highlighted in this fantastic piece. arab casino These last two decades, real estate has quickly become the bread and butter of this agency.
We have an unmatched set of national and local real estate clientele. Also, our Florida home builder clients spread all across Florida from The Gulf of Mexico to the Atlantic Ocean.
How We Do It
We go above and beyond in our delivery by using advanced technology and a next-level approach to data. For instance, our team of results-driven marketers and award-winning designers ensure that our advertising instills confidence in our clients. We are proactive brand builders and trend-spotters. لعبة الخيل عبر الانترنت That is to say, we use every tool to achieve the best leads and help grow our clients’ business. كازينو على الانترنت
With Seys at the helm, our team has “marketed billions of dollars in new homes for the who’s who of builders and developers”. His leadership has been a constant force, endeavoring this agency toward greater heights every year.
January 11, 2018
The world of advertising is ever-growing and ever-changing. As it changes, so do we. Peak Seven Advertising is always moving forward and is always dedicated to the successes of our clients. For our Year In Review, let’s delve into the website projects that made 2017 such a successful year for Peak Seven and and even more successful year for our clients!
The internet is a creature of pure power and harnessing that power is key to finding your client’s online market. كازينو اونلاين This year, PeakSeven created, designed, redesigned and launched more than a few beautiful new websites for our clients and it is our pleasure to share them with you.
Top 5 Peak Seven Website Redesigns
HillBilly Bourbon is one of our favorite clients. We completely reimagined the architecture of the previous website in order to show-off just how amazing their product is. We kept in mind the core message of the brand, Born Country Raised Outdoors. Take a look at the transformation here hillbillybourbon.com
The primary reason for Kennedy Homes’ website redesign was to improve conversion rates, while reflecting the prestige and heritage of the brand. With this as our goal, we set out to put the consumer’s information at the forefront of the website, making it easy to use and a joy to explore. Take a look for yourself here: kennedyhomesllc.com
Before contacting PeakSeven, Aquatic Systems’ website left much to be desired in terms of design and usability. It became imperative that we fix this website for the better and the result was magnificent. Check out how user-friendly and useful our take on aquaticsystems.com is.
Nupointfunding.com was a fun website to design. The characters and illustrations used bring a certain joy to the site that only PeakSeven can provide. راهن على كرة القدم Not only does this site look great, but it is “markedly better” than what they had before.
We’ll end this list with our newest edition to the websites we remade in 2017. OneLife Fitness is a brand of world class gyms operating in Virginia, Maryland and Atlanta. بوكر هولدم Having just launched this December, this website is already a big hit with gym members and staff alike! Check it out here: onelifefitness.com
We look forward to all of the amazing challenges that 2018 will bring us in website design and we are excited to be a part of such great projects coming from some of the world’s best clients!
November 30, 2016
Peak Seven representatives worked for more than one year on intensive planning, licensing negotiations and creative development with Disney and Lennar officials on a large-scale collaborative effort to promote Lennar’s move-in ready homes in Southeast Florida. ألعاب كازينو
Disney’s goal was to raise awareness of its Florida resident annual pass program and the company’s four Orlando-area parks: Magic Kingdom, EPCOT, Disney Hollywood Studios and Animal Kingdom.
The creative meetings took place in the prop rooms at Hollywood Studios.
“It really is an enchanted place where we were able to craft amazing ideas with our Lennar client and Disney partners,” said Peak Seven CEO Darren Seys who brought together the iconic entertainment and homebuilding brands.
Peak Seven created print, radio, television and digital campaigns along with supporting marketing materials featuring new and classic Disney characters and imagery. The integrated campaign allowed customers to engage with both brands on many different levels. Visitors to Lennar’s Welcome Home Centers received a 12-inch Olaf doll from Disney’s “FROZEN” blockbuster movie just for visiting. betfinal بالعربي Those who bought a Lennar move-in ready home received two annual passes redeemable at any one of Disney’s four Florida parks.
And did the campaign have a fairy-tale ending?
“We couldn’t be happier with the results,” said Heath Rosenbaum, Content Relations Manager for Disney Destinations. Lennar’s Welcome Home Centers were buzzing with traffic and homebuyers were excited to receive the annual passes at closing. Based in Miami, Lennar is one of the nation’s largest builders of quality homes. بوكر عربي
“Working with our client and a company as iconic as Disney has been an incredible and exciting experience,” Seys said. “It’s like being a kid and going to, well, Disney.”
Wanna see the creative? Check it out here