Are Twitter Ads Relevant in the Age of Temporary Messaging Apps?

For those with their finger on the pulse of digital media, it may seem as though Snapchat reaches new heights every day. For instance, Snapchat now has more daily users than Twitter or LinkedIn and is accessed regularly by 30 percent of all U.S. millennials.

But does this mean that it’s logical for your brand to begin a Snapchat advertising campaign? Most likely not, and especially not for small or mid-sized businesses lacking a teen and young adult customer base. Although Snapchat recently launched an expansion of its advertising opportunities, the platform has not yet been developed to the extent where a majority of businesses can leverage its reach for a significant ROI.

However, there is one social platform that offers unparalleled social advertising ROI – Twitter. Though it’s reached maturation, the little blue bird still packs a punch where influence and targeting is concerned and more so than ever with updated advertising features such as conversational ads and video ads on specific content categories.


The efficacy of Twitter advertising was on display during one of the biggest nights in American politics – the first presidential debate. Jenna Golden, head of political ad sales for Twitter, reported that her team dealt with multiple budgets of at least six figures on debate night. Eclipsing 84 million viewers and more than 10 million tweets, the event easily claimed the title of the most tweeted debate ever. Golden also noted that Twitter’s advertising tools allow campaigns of all magnitudes to target potential voters by demographic categories such geography, gender and Twitter-specific criteria such as the accounts a user follows or even specific hashtags they’ve used.

But can regular businesses leverage the social media site to the same extent? Absolutely!

Twitter offers a variety of targeting efforts based on who a user follows, interest categories, words and phrases a user recently tweeted or even what they’ve searched for. By honing in on the demographics of an ideal customer base, businesses can reach their audience more easily and cost effectively than other social networks without in-depth ad targeting.


Whether you’re a microbusiness with a team of one or a multi-billion-dollar company, Twitter has direct access to and influence over your audience – no matter now large or small, niche or broad – you just have to pay to consistently get your content in front of them.

Have questions about whether social media advertising may be right for your business? Request a consultation with our team of experts and we’ll walk you through social media platforms and PR/advertising options that deliver measurable results.

Dittoe PR under par at the 2016 BMW Championship

Golf is a game of precision: The slightest miscalculation–distance, wind speed, club choice–can have devastating results. Analysis, focus and execution create success. The same can be said for a public relations campaign boosting an international sporting event.


Dittoe PR was responsible for media coverage, social media, ticket sales and event marketing surrounding the 2016 BMW Championship at Carmel’s Crooked Stick Golf Club. Throughout the week, the tournament battled challenges such as inclement weather conditions and competition with opening week of the 2016 NFL season for coverage and attendance.

Despite these outside factors, Dittoe PR navigated the conditions and orchestrated one of the most successful BMW Championship tournaments to date.

Leading up to the event, Dittoe PR spread the word with a consistent barrage of targeted media coverage that began 12 months prior to the tournament and included stories on holiday ticket packages, course enhancements made in preparation for the tournament and features on local volunteers.


Dittoe also led the charge on a clever social media campaign that staged the BMW Championship trophy at several iconic Indianapolis area locations. The #WheresWadley campaign proved to be a fun way to announce the tournament’s presence in the Indianapolis market and generated a palpable buzz on social media in the weeks leading up to the big event.

In addition to promoting the 2016 BMW Championship, Dittoe also proudly promotes the Evans Scholars Foundation year-round. This foundation grants full college scholarships to deserving young caddies with limited financial means, and all net proceeds from the BMW Championship benefit the Evans Scholars Foundation. By highlighting the stories of various scholarship recipients, Dittoe secured interviews with ESPN, the Golf Channel and other high profile media outlets during tournament week.

In total, attendance figures reached 125,000 and Dittoe PR secured 275 media placements resulting in more than 34 million impressions.

Let Customers Take a Pikachu

Nintendo’s “Pokémon Go” now has more users than Instagram, WhatsApp, and Snapchat. You may be seeing people walking around as though they’re on autopilot: head down, phone in hand, roaming around your neighborhood. They aren’t texting or posting on social media—they’re trying to catch Pokémon. And people are doing just about anything to “Catch ‘em all.” As a small business, there are ways for you to harness the power of Pokémon Go to increase foot traffic and generate real revenue, not just loiterers.

To start, log in to the Pokémon Go App and see if your business is near a “PokéStop” or “Gym” (see image below) which pop up in the game’s map. A PokéStop allows users to acquire valuable materials to catch the monsters, whereas a Gym is where users go to train their Pokémon or battle others in an arena. The best-case scenario is that your business would be one of these important locations, or very close to one. If not, there are still ways to take advantage of this phenomenon to drive foot traffic to your business.

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PokéStop, drop and roll

Predetermined locations were selected by Nintendo to be PokéStops before the launch of the game. These show up on players’ maps as blue cubes (see below). Once you get close enough, the cube turns into a circle for users to collect useful items players need to be successful in the game. This draws players from all over the local area, and if your business is close to one, be sure to promote that on your social channels.

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Players are drawn to these stops and the surrounding area because they offer the chance to not only catch new Pokémon but also get their hands on rare in-game items, such as Pokéballs, potions, eggs and more.

Lure Modules? Lure Customers.

A lure module attracts Pokémon to a Pokéstop for 30 minutes. In that time, everyone in that direct area can benefit from the effects. If your business is located near a Pokéstop, you can (and should) set off a “lure module.” It turns the regular Pokéstop into a hub of activity and encourages crowds of people to come closer.

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You might think that since lure modules cost money, you should shy away, but it’s very affordable. With $100 netting you 14,500 Pokecoins and an eight-pack of Lures costing 680 Pokecoins:

14,500 Pokecoins / 680 = 21 eight-packs of lures

(21 * 8)/2 = 84 hours

$100/84 hours = $1.19 per hour

So for $1.19 an hour, your business could double its business and draw a new audience you might not even know you had. The Lures can only be set off at a PokéStop, so choose your spot wisely. Here’s how to place one easily.

Host a PokéHunt

You’ve heard of bar crawls, and this idea is similar. There is an item in Pokémon Go that allows you to “hatch eggs.” And the only way to do so is to walk a certain amount of kilometers (and no you can’t cheat by driving, unfortunately). The average egg takes about three miles (5 km) of walking to hatch. You can encourage the group by saying whoever catches the rarest Pokémon or hatches the most eggs gets a free item that your business offers (i.e. sandwich, t-shirt or future service). Below are good steps to take to create one.

  1. Create a Facebook event publicizing the hunt and invite all your friends, and encourage others to share it.
  2. Write down where all the PokéStops are in within a three-mile radius of your business.
  3. On the day of your event, set off a Lure Module 30 minutes before the start time.
  4. Give everyone your “map of stops” to take.
  5. Tell the group that the person who catches the rarest Pokémon or hatches the most eggs will win a prize at the end.
  6. The event should last about two hours.
  7. At the end set off another Lure Module at your business, hand out prizes and discuss with customers the Pokémon that they caught.

During the time that the lure modules are live, users will want to hang around in that vicinity to catch rare Pokémon. They’ll also need something to do – like buy/use your products.

Primary color war

Once players reach Level 5 they are asked to join a team: Team Instinct (yellow), Team Mystic (blue), or Team Valor (red). Players compete on behalf of their team when Screen Shot 2016-07-15 at 2.04.53 PMthey go to battle. The allegiance is strong within the teams and could be a good way to offer a discount for a certain team at different times throughout the day. You could, for example, have flash sales in which a certain team receives 30 percent off their purchase for a short period of time. All the customer/Pokémon hunter needs to do is show the cashier their Pokémon Go profile to prove they’re a member.

Some online stores are even creating “badges” for each team. Buying a bundle of badges and having them at checkout is just another way of letting your customers know you appreciate their Pokémon hunting, and they’ll be much more likely to stop by again.


Show us your Snorlax

Rare Pokémon are hard to spot, let alone catch in the game. Offering perks to players who tag and share a photo of the rare Pokémon they find in your area is a great way to drive increased traffic. Charizard, Snorlax, and Wigglytuff are among the “epic” monsters in the game – and people will go far out of their way to snatch one up.

And if you don’t believe me after reading how this can help your business – here are 17 businesses that are cashing in on the craze.

So don’t shy away from Pokémon Go, embrace it and invite customers to come in and take a Pikachu.

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