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Countdown To the Big Game: Dr. Tyrha’s Top Five Super Bowl Commercials for the Past Five Years
Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University's Hankamer School of Business, , is a sought-after media commentator on the brands who win big during the game's commercial breaks. Commercials always are the most anticipated and talked-about aspect of the Super Bowl, but the expanding digital landscape requires advertisers to use more authentic and nuanced strategies to reach consumers. Advertising executive and multicultural media expert Tyrha M. Lindsey-Warren, Ph.D., clinical assistant professor of marketing at Baylor University’s Hankamer School of Business, is a sought-after media commentator on the brands who win big during the game’s commercial breaks. How do companies break through the noise and make a lasting impression on viewers? Lindsey-Warren – or Dr. Tyrha, as she is known – says the key is empowered storytelling. As a consumer behavior scholar, Dr. Lindsey-Warren’s research is rooted in narrative transportation theory – in other words, storytelling – that exudes the emotion of empowerment and its impact on consumer attitudes, behaviors, purchase intention and message recall. “There is a growing space for cleverly crafted and positive storytelling that can break through the clutter and competition and get the attention of Millennials, Gen Z and Alpha generations in an authentic and meaningful manner,” Lindsey-Warren said. At the top of every year, Dr. Tyrha always enjoys exposing the juniors and seniors in her advertising class to the joys of storytelling in advertising by way of the Super Bowl commercials. By leveraging the Super Bowl as an “edutaining” entry point for student learning, Dr. Lindsey-Warren finds it to be a fun and wonderful way to bring many advertising lessons to life for her students, including branding, consumer targeting and segmentation, social media campaign analysis, and more. To that end, here are Dr. Tyrha Lindsey-Warren’s top picks for the best Super Bowl commercials over the past five years. COUNTDOWN TO THE SUPER BOWL: DR. TYRHA’S TOP 5 SUPER BOWL COMMERCIALS FOR THE PAST 5 YEARS #5: Company/Brand: AMAZON Title of the commercial: “#BeforeAlexa” (With Ellen Degeneres and Portia de Rossi) Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=PLUwmnPJIGk Ad Agency that produced the commercial: Droga5 Dr. Tyrha’s rationale as to why this ad is so good: In my opinion, this was a wonderfully creative and clever introduction of the Alexa product by Amazon. The nostalgic storytelling in the spot humorously does make you wonder and realize how “did” we all live “before Alexa?” The commercial is multigenerational, incorporates women extremely well, and is so funny! #4. Company/Brand: NFL Title of the commercial: “Bring Down the House!” Year it ran in the Super Bowl: 2022 Link to the commercial: https://www.youtube.com/watch?v=8PhfMtZce1k Ad Agency that produced the commercial: Co-directed by Peter Berg of Film 47 and Arthur Mintz of Swaybox Studios Dr. Tyrha’s rationale as to why this ad is so good: In 2022, the NFL creatively leveraged the power of animation to get our attention with this wonderfully told story with children as the lead Talent and set in a situation that all families can relate to! The spot is so much fun and keeps you guessing as well as laughing with Grandma saving the day in the end. The commercial is multigenerational, multicultural, and incorporates women and girls extremely well. #3. Company/Brand: MOUNTAIN DEW & DORITOS (OWNED BY PEPSICO) Title of the commercial: “Doritos Blaze vs. Mountain Dew Ice” (with Morgan Freeman and Peter Dinklage) Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=C2tyVjEuqcY Ad Agency that produced the commercial: Goodby, Silverstein & Partners Dr. Tyrha’s rationale as to why this ad is so good: The “in your face” storytelling of this commercial – performed exquisitely by acclaimed actors, Peter Dinklage and Morgan Freeman, and accompanied by the perfect voiceover narrators in Rappers Missy Elliot and Busta Rhymes – is so much fun and truly unforgettable! The commercial also cleverly makes you pay attention to the presentation of the products being promoted as well as compels you to wonder as to “when did you last have a Mountain Dew and some Doritos?” This commercial is multicultural, multigenerational, multibodied, and incorporates women well and UBER memorable! #2. Company/Brand: NFL Title of the commercial: “The 100-Year Game” Year it ran in the Super Bowl: 2020 Link to the commercial: https://www.youtube.com/watch?v=tJjiIuH1VnY Ad Agency that produced the commercial: 72 and Sunny Dr. Tyrha’s rationale as to why this ad is so good: If you love the game of football, you have to love this ad that celebrates the fun and contagious spirit of the game. Truly, this commercial has something for everyone who loves the game of football! The unassuming opening of the ad’s storytelling set at an awards banquet and led by NFL Commissioner Roger Goodell quickly evolves into a fun and rambunctious game of football with NFL players of all ages in their tuxedos destroying the ballroom with their play. The musical hip-hop soundtrack alone for the spot is amazing, current, and supports the action of the storytelling extremely well. This spot is multigenerational, incredibly diverse in age ethnicity and more, as well as weaves women and girls into the spot ever so cleverly. A truly memorable ad and so much fun! #1. Company/Brand: Mr. Clean (OWNED BY P&G) Title of the commercial: “Cleaner Of Your Dreams” Year it ran in the Super Bowl: 2018 Link to the commercial: https://www.youtube.com/watch?v=ozuWoZITX3Y Ad Agency that produced the commercial: Leo Burnett Dr. Tyrha’s rationale as to why this ad is so good: Every year I show this commercial to my Advertising students at Baylor University and they absolutely LOVE this ad! The storytelling of this commercial leverages the animated Mr. Clean in such a clever manner, while showing the product benefits at the same time, and not being “in your face” with the product’s selling proposition. The music and the dancing accompaniment to the storytelling all help to bring an emotional connection to the viewer, especially the female audience. Plus, the spot is just super funny and so much fun! Every time I see this ad, I want to run and buy Mr. Clean. And, I tell my female students every year that when they get older, they are going to LOVE a man who can clean a house!!!! Additionally, this was an incredibly smart move by P&G to put this ad in the Super Bowl. This is due to the fact that the “current and future market power of women – as a whole and by segments – is undeniable and truly cannot be ignored by marketers, especially the NFL.” Today, women influence more than 80% of all consumer spending; 89% of the financial decisions are made by women; and globally, women control more than $20 trillion in worldwide spending. In addition, nearly 24.3 million African American women are brand loyalists and cultural trendsetters who have influence over the $1.2 trillion in Black spending power. And, Forbes reported in 2018 that “women constituted about 49 % of the 108 million-plus people who watched” that year’s Super Bowl – and they paid closer attention to the ads!
A 'super' economic boost for the big game, courtesy of Taylor Swift
Could NFL executives have imagined a better scenario for this year’s Super Bowl? Only in their wildest dreams, according to UD sports marketing experts who study the big game every year. The league has a built-in audience draw and revenue generator named Taylor Swift, who will be in attendance Sunday to root on boyfriend Travis Kelce and his Kansas City Chiefs. The world’s biggest pop star can easily fill any blank space – and then some – caused by a lack of bad blood between the Chiefs and San Francisco 49ers or advertisements that don’t exude enough style. And the NFL didn’t have to spend a dime or lift a finger to make it happen. Timothy DeSchriver and John Allgood, who teach and study sports marketing at the University of Delaware’s Alfred Lerner College of Business and Economics, see a number of ways that Swift can move the needle economically for a league that seemingly needs no extra publicity. The female audience is already growing for the NFL, but Allgood said that Swift delivers “a fresher audience” as witnessed by record viewership for the Chiefs-Ravens AFC Championship Game. “There are people tuning in just to see her in a suite for five seconds,” Allgood said. Gamblers wagering on Taylor Swift “prop bets” will keep tuning in even if it’s a blowout, DeSchriver noted. DeSchriver pointed to new advertiser interest from makers of beauty products, potentially to reach the new audience. The NFL will get its cut from products as well, Allgood said, thanks to an NFL licensing deal with a clothing designer after Swift wore one of her puffer coats and the continued rise in sales of Kelce jerseys. DeSchriver and Allgood, who can also discuss ticket pricing in the playoffs, and are available for interviews. To set one up, visit DeSchriver's profile and click on the "contact" button.
It's happening ... and the NFL likely couldn't be happier now that the Kansas City Chiefs are returning to the SuperBowl. Ever since Taylor Swift made her first appearance back in September to cheer on her new beau Travis Kelce, the attention she has brought has had serious returns for the league in the form of new fans, surging ticket prices and record-breaking ratings on TV. In a recent interview with CNBC, Chiefs CEO Clark Hun indicated that 'Our female audience has grown leaps and bounds.' And a recent study from Apex Marketing Group says that Swift has generated brand value of $331.5 million for the Chiefs and the NFL. Goizueta professor of marketing Mike Lewis examined Swift’s fandom to uncover who considers themselves Swifties. He found her fandom is strongest in the younger generations but found 22% of Baby Boomers also claim to be fans. And while her fandom leans female, 29% of male respondents claimed they were fans. And, when he looked at the NFL, Lewis found an interesting link. “There is considerable overlap between football and Taylor Swift fandom. 38% of football fans consider themselves Swift fans compared to only 21% of football apathetics,” says Lewis. Professor Lewis’ full report also looks at the political leanings of Swift fans and their religious affiliations. Mike Lewis is a Professor of Marketing and the Faculty Director at the Emory Marketing Analytics Center. His work focuses on the intersection of sports analytics and sports marketing. He studies issues ranging from player performance analytics to brand equity in sports. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office. Mike is available to talk about the economic impact Taylor Swift is having on professional football - simply click on his icon now to arrange an interview today.
#Expert Insight: Here’s what can happen when dollar stores move in
Dollar stores - they're everywhere and on of America's fastest growing retail options. From the outside looking in, the idea of dollar stores seem like a win/win all around -- cheaper food, cheaper toys, and just about cheaper everything on offer to consumers looking to save money. However, recent research by UConn Professor Rigoberto Lopez might be pulling back the curtain on the bad deal these new outlets are selling to consumers and communities. Dollar stores have proliferated in recent years, and a study by a University of Connecticut economist has found that they contribute to less healthful food choices in the neighborhoods where they open. That’s because independent grocery stores tend to close in the same areas where the dollar stores open, according to professor Rigoberto Lopez, whose research focuses on agricultural economics. “The dollar store expanding is the fastest-growing retail format, and we also have seen a lot of family, independently owned grocery stores going out of business,” Lopez said. “So we try to link the two and to find not just a statistical correlation, but also we find that indeed when the dollar store comes to the neighborhood these stores tend to go out of business as well.” The low-priced dollar store — primarily Dollar General, Family Dollar and its subsidiary, Dollar Tree — “is the most successful type of format that is proliferating all across the United States, especially in rural areas and food deserts, which are the more underserved areas,” Lopez said. According to the study, published in Applied Economic Perspectives and Policy, there were 35,000 dollar stores in the United States in 2019 and they were “among the few food retailers” that grew in revenue after the Great Recession of 2008-10, outperforming big box discounters and retail clubs. Between 2000 and 2019, dollar stores opening in a neighborhood resulted in a 5.7% drop in independent grocery store sales, a 3.7% decrease in employment and a 2.3% increase in the likelihood of the grocery stores closing, according to the research. The effects are three times more likely in rural than urban areas, the study found. The dollar stores tend not to offer fresh produce and meats, with foodstuffs being limited to canned and boxed goods. “In general they provide an unhealthier food assortment … and less services,” Lopez said. “They don’t have bakery, butchers, they don’t have a lot of these.” The article also discusses not just the economic aspects, but public health implications as well. Lopez said the dollar stores’ business model is “low prices, low cost, low quality. … But a lot of the food that they sell is not healthy. It’s processed foods that they can store. Keeping fresh food and vegetables costs money.” Dollar stores are not necessarily a negative, if there was not a grocery store in the area before, Lopez said. “Public health advocates, they’re against dollar stores, but a lot of people that visit the dollar store, they prefer to have a dollar store than not to have anything at all in some areas. … But in general … we find if they are driving some of the local businesses out, then that is the negative trend.” Food insecurity and the changing landscape of grocery stores are important topics, and if you have questions or are looking to cover, then let us help. Rigoberto Lopez is the DelFavero Professor of Agricultural Economics at the University of Connecticut's College of Agriculture, Health and Natural Resources Department of Agricultural and Resource Economics. He is an expert in food systems, marketing, industrial organization, and public policy. Simply click on his icon now to arrange a time to talk today.
The internet has completely changed how we shop and now artificial intelligence (AI) is changing how we decide what to purchase. AI platforms have created tools to help people find the perfect gift for someone special. The technology helps brands to better learn about their customer and suggests products that fit to that customer. Goizueta Professor David Schweidel can walk you through the different platforms and how they can help shoppers find the perfect gift. Entering some key details about the gift recipient can uncover a whole new world of ideas for that hard to shop for person on the gift list. David A. Schweidel is Professor of Marketing at Emory University’s Goizueta Business School and an acclaimed author. He is available to speak with media regarding the latest advances in AI and how it is changing what we purchase. Simply click on his icon now to arrange an interview today.
Is South Florida soon to be the next Las Vegas? Our expert can tell you if it's a good a bet or not?
There's a lot of buzz in Florida around gambling right now. Legal sports betting, live roulette and live craps might soon become a reality in the Sunshine State, adding to the economic bonanza and possible social consequences that comes with allowing these activities to expand. Expectations are high, and it's an idea getting a lot of coverage. In less than a month, in-person sports betting, craps and roulette will, presumably, begin at all South Florida casinos and elsewhere in the state, though that anticipated launch may hinge on a favorable ruling from the Florida Supreme Court. The launch is expected to drive tourists and businesses to South Florida and elsewhere in the state, create jobs, and bring in billions of dollars in revenue. Though investors and hotel owners might not want to push all their chips in just yet. There are serious legal issues that still need to be overcome as well as opposition from the Seminole Tribe and the anti-casino group No Casino. The idea though, has media contacting local experts like Florida Atlantic's Peter Ricci for perspective and insight. Peter Ricci, a Florida Atlantic University professor who specializes in hospitality and tourism industry trends, thinks that South Florida will see an uptick heading into the Super Bowl, but most of what he hears from local businesses and hospitality employees is uncertainty rather than excitement. “What I’ve heard is questions about ‘when is it starting?'” he said. ” … ‘Are they hiring for blackjack dealers? What does this mean? Will they expand the hotel?’ All these questions but nothing specifically pro or con about actual sports betting itself.” November 13 - Sun Sentinel Whether Florida can become the next Las Vegas is up to the courts, but if you are a reporter following this ongoing story - we're here to help. Peter Ricci is the Director of the Hospitality and Tourism Management program in Florida Atlantic University’s College of Business. He is a hospitality industry veteran with more than 20 years of managerial experience in segments including food service, lodging, incentive travel and destination marketing. Peter is available to speak with the media about tourism in Florida and the potential for gambling. Simply click on his icon to arrange an interview.
Georgia Southern launches new merchandise line to benefit ‘Freedom’ and the Wildlife Center
“Freedom” merchandise is now available for purchase at Southern Exchange in Statesboro. Items will be available soon at the University Store on the University’s Armstrong and Statesboro campuses and in the gift shop at the Center for Wildlife Education located on the Statesboro Campus. Proceeds will benefit the Wildlife Center and Freedom’s care. Georgia Southern University is launching a new brand and merchandise line that will benefit and honor Freedom, the University’s live bald eagle mascot that flies before each home game in what many call the “most exciting 30 seconds in college football.” Unable to survive on his own because of an injury to his beak as a newborn, Freedom came to Georgia Southern in 2004 and now lives at the University’s Center for Wildlife Education in Statesboro alongside other eagles, raptors, reptiles and waterfowl. He will celebrate his 20th birthday this December. As an ambassador for Georgia Southern and symbol of our nation, Freedom has inspired thousands annually at the Center for Wildlife Education, Georgia Southern football games, the St. Patrick’s Day parade in Savannah, commencements, community events and other appearances, such as at the Charles Swab Classic PGA tour event earlier this year in Texas. To support Freedom and the Wildlife Center, University Communications and Marketing, Georgia Southern’s office of Athlete Brand Management and Licensing, the Wildlife Center and the university’s retail partners are collaborating to launch a new line of merchandise featuring Freedom. One shirt includes “Freedom’s Ride,” and depicts Freedom perched in the back of a 1977 International Scout often seen around town as it’s owned and driven by handler and Wildlife Center Executive Director Steve Hein. “Freedom belongs to Georgia Southern students, faculty, the Statesboro community and all those he encounters” Hein said. “It’s natural to want to express a unique relationship spanning 20 years and what better way to do this than by making his image available for people to wear and promote. I’m excited about this program, honored to be his plus-one, and greatly appreciate everyone’s support for Freedom, his care and his future.” The Freedom merchandise is designed to be both inspirational and stylish. Items are in development, but initial offerings could include: Hats T-Shirts Hoodies Posters Postcards Proceeds will benefit the Wildlife Center and Freedom’s care. Items will be available starting this week at Southern Exchange near the Georgia Southern campus in Statesboro and will be available soon at the University Store on the University’s Armstrong and Statesboro campuses and in the gift shop at the Wildlife Center located on the Statesboro Campus. Interested in learning more or looking to talk with Wildlife Center Executive Director Steve Hein? Simply click on his icon now or Contact Georgia Southern's Director of Communications Jennifer Wise at jwise@georgiasouthern.edu to arrange an interview today.
Expert Insight: Fake News, Fake Reviews: Building Trust with Online Shoppers
Online customer reviews have become a critically important cog in the sales conversion process in recent years. Studies show that 97 percent of consumers read product reviews and ratings, and that positive reviews can almost triple the likelihood of making a purchase. As customers do more and more of their shopping online, they are turning in droves to the likes of Yelp, TripAdvisor, and Google Reviews to seek out opinions, recommendations, and feedback from other users before pushing through the final part of the sales funnel. As a result, these third-party review sites have experienced exponential growth. But there’s a caveat: and it’s trust. The success of Yelp and its competitors is wholly contingent on how trustworthy their users perceive them to be; on the transparency and authenticity of the content published and the sources of that content. In an era of disinformation with fake reviews and AI mass-generated content precipitously on the rise, securing—and keeping—user trust is paramount. The Five Keys to Fighting Fakery Goizueta Business School’s Sandy Jap has some suggestions. Together with colleagues Ben Beck of Brigham Young University’s Marriott School of Business and Stefan Wuyts of Penn State’s Smeal College of Business, Jap, who is the Sarah Beth Brown Professor of Marketing, put together a series of studies to test the kinds of measures and mechanisms that platforms can deploy to win user confidence. And it turns out there’s one tactic that works more effectively than any other: actively monitoring the authenticity of user reviews. That and being open and transparent about doing so. Jap and her colleagues scoured the latest research and data on marketing, governance, and identity disclosure to pinpoint the mechanisms that best mitigate online fakery, while simultaneously building trust among platform users. They identified five. “We worked through the literature and were able to whittle these down to five core practices that are robustly effective at building trust,” says Jap. “They are monitoring, exposure, community building, status endowment and identity disclosure. Doing these five things can signal to your users that you are committed to being a guardian of their trust, so to speak.” Monitoring or evaluating reviews for their authenticity and exposing firms that pay for and propagate fake content are mechanisms directed at the rogue firms that spread fakery and misinformation, explains Jap. Meanwhile community building and status endowment focus on reviewers. Community building is about enabling authentic, transparent interactions between consumers and reviewers. An example of this might be allowing consumers to ask questions and reviewers to respond directly. “Status endowment is where a platform verifies and acknowledges the credibility or helpfulness of a reviewer in some way. Yelp and others use things like badges or reviewer ratings which are earned over time and which make it hard for fake reviewers to game their systems,” says Jap. Identity disclosure is the practice of having reviewers provide personal information—their name, picture, or location, for instance—before they can post content. And while this approach can keep fabrication and false profiles in check, it also raises certain tradeoffs, says Jap. “Anonymity online has long been understood as something of an un-inhibitor—a factor that enables users to speak more freely and openly. It can be democratizing in the sense that it removes or lessens prejudice and bias around things like race, social class, or physical appearance,” she says. “Of course, having people share personal data on your platform can also open up a can of worms around privacy and identity theft which are major considerations; so there’s a balancing act needed with this.” To test the efficacy of all five trust building policies, including identity disclosure, Jap and her colleagues ran a series of experiments and studies. They invited volunteers to rate how the presence or absence of these mechanisms impacted the trustworthiness of a platform. One study saw them parse things like domain authority and traffic across 25 online review sites against how many (or few) of the five mechanisms each deployed. Elsewhere, the team used surveys to assess how users ranked the different mechanisms in terms of platform trust, above and beyond other factors such as the quantity of reviews published say, or the expertise of different reviewers. The Bottom Line: Bust Bogus Reviews After crunching the data, Jap and her co-authors found that while all five trust-building mechanisms were valued and important to platform users, the practice of monitoring for fake reviews and reviewers—and broadcasting the fact clearly—was by far the most effective. “Doing all of these five things—monitoring, exposing, community building, status endowment and ID disclosure—are important if you want to earn and keep the trust of your users,” says Jap. “We found that the more of these mechanisms that platforms incorporate, the better their domain authority, Alexa site ranking, backlinks, and organic site traffic.” Based on our findings, monitoring your content and communicating that you’re doing this is by far the most powerful cue that you are trustworthy. So that’s where we’d say platforms might want to focus their spend. Many of the biggest review platforms have already taken note of these insights. Yelp recently shared a post to its official blog welcoming the finding that of the 25 sites analyzed in Jap’s study, theirs is one of two platforms that actively implement all five mechanisms. “After examining 25 review platforms, the study found that Yelp is one of two platforms that applies all five mechanisms and as the research states, has become a guardian of trust for review information.” Meanwhile, Jap stresses that these findings should be relevant to any business that is focused on “combating online review fakery.” “All businesses today face the challenge of managing their word-of-mouth reputation. Any firm interested in sharing and leveraging points of view around its products or services, be it a small online retail store or an Amazon, is going to want to go the distance—and be seen to do so—in going to war on fakery and disinformation.” Are you a journalist interested in learning more about the importance and trustworthiness of online reviews? Sandy Jap is available to speak with media - simply click on her icon now to arrange an interview today.
New Goizueta Research: Fandom and the Republican Party and Why It Matters
When we think about “fans” we typically think about sports or entertainment … but new research from the Goizueta Business School shows that political figures are showing increased levels of fandom. Fans of political figures often support candidates, providing a very knowledgeable base for them. Political fans work to use their knowledge to influence others, raise money, attract volunteers and win elections. Professor Mike Lewis from Emory University’s Marketing Analytics Center looked at political fandom among Republicans and the current slate of presidential candidates. The survey of likely Republican voters found former President Donald Trump has a hold on Republican fandom that actually impacts the other candidates in a surprising way. Candidates who are openly anti-Trump see their fandom negatively impacted. The study found former New Jersey Governor Chris Christie has a 90% rate of anti-fandom followed by South Carolina’s Tim Scott at 56%. Both have had negative opinions of Trump. The survey can be found here: The survey is a must read for anyone interested in politics, it showed: Political Fandom by Generation: Millennial Republican voters had the strongest Trump fandom (63%) followed by Generation X (58%). Ramaswamy had the second highest fandom among Millenials while DeSantis was second among Gen X. Having a Beer with Trump: The survey of almost 1,000 Republican voters was asked which candidate would participants most likely meet to have a coffee or beer. Former President Trump was the overwhelming choice among respondents in all age groups. Vivek Ramaswamy was the second choice among most age groups. Christie was the last choice in most age groups. Voters and President Biden: A final question asked likely Republican voters how they feel about President Biden. The Biden Positive segment was 23.6% of those asked versus 76.4% in the Biden Negative segment. The largest Biden negative group was among Trump fans which because of the number of supporters was also the largest Biden positive group. The smallest Biden negative group was fans of former Governor Chris Christie. Campaigns and elections are won or lost on polling, market research and the data collected by surveys just like this. And if you are interested in knowing more about this survey and how fandom is becoming an essential piece of political campaigning - then let us help. Mike Lewis is an expert in the areas of analytics and marketing. This approach makes Professor Lewis a unique expert on fandom as his work addresses the complete process from success on the field to success at the box office and the campaign trail. Michael is available to speak with media - simply click on his icon now to arrange an interview today.
Promoting your expertise just got easier with a host of new platform features. Well the world’s best platform for Expertise Marketing just got even better! We’ve just released the latest release of ExpertFile and it’s huge. Our newly designed, mobile-ready platform provides the most intuitive, collaborative solution for creating, managing, and showcasing your experts and insights. Whether you are managing content directly on your website or promoting it through one of our powerful distribution channels like our expertfile.com search engine used by leading media outlets, you will find a lot of great new features packed into this release. With a host of new and enhanced features, streamlined workflows and more advanced analytics we’ve made showcasing your expertise, capturing valuable inquiries, and tracking your results easier than ever. You will see some exciting improvements that enable you to create highly customizable, searchable directories and media-rich profiles and content features to sharing valuable expert insights with detailed Posts and Q&A. Built for marketing and communications professionals and compatible with your current systems we continue to take the burden out of managing your expert content, and eliminate the need for ongoing, costly or time-consuming IT projects. The following highlights some of the great new features and functionality that can be found across the platform. We hope you take a moment to explore the new ExpertFile. And please let us know what you think! Cheers, Robert ------------ Robert Carter Co-Founder & VP Product | ExpertFile A Quick Tour of What's New with the ExpertFile Platform Home Screen Experience the power of the ExpertFile Platform from the moment you log in. The *NEW* Home Screen is your gateway to a wealth of essential information related to your account, key analytics, recent activities and more. With intuitive menus and a new universal search bar for easy discovery, the Home tab is your jumping off point for effortlessly exploring all your expert content and quickly connecting with valuable inquiries. Our refined layout features clear tab structures, quick action buttons and links making it a breeze to create and manage your experts and their insights, whether creating detailed media-rich profiles, insightful posts, Q&A or other featured content. Plus, gain valuable insights and optimize your expertise marketing strategy with convenient access to resource links and tools to grow your online presence both on your website, through Google or by one of our powerful distribution channels. New Home Screen features include: Quick action buttons to access all frequent activities Universal search capabilities for all your expert content User/license overview Analytics summary Recent content & login activity People Tab Manage your experts and your team through the People tab. Quickly add users and create captivating mobile-ready profiles that showcase their knowledge and thought-provoking content. Effortlessly update experts profiles using our user-friendly inline editor or take advantage of bulk actions to make changes across your entire team. Easily create and assign your experts to categories and tags enhancing discovery and building of custom directories and featured content. Transition profiles seamlessly from drafts to public visibility, or establish private password-protected viewing for exclusive restricted access directories and targeted profile outreach. Build the perfect support network. Manage your experts, their content, and inquiries with ease, while collaborating with diverse teams. With unlimited admins and agent users, we allow for more efficient management and better visibility across your entire roster of experts or within specific groups of experts. Easily add users from a diverse range of departments such as marketing communications, digital, research, analyst relations, and more to help maintain fresh and engaging expert content and ensure you never miss valuable inquiries. Assign agents to make edits or handle inquiries on an expert or multiple experts behalf. Extend your reach with access to leading tools for leveraging your experts, including easy export functionality and variety of integrations options for your website and with external platforms. New People Tab features include: New user setup enhancements Streamlined profile status options Advanced filtering capabilities People specific activity log Post Tab The Post tab is the starting point for sharing your organization’s insights on current news, trending topics and more by creating shareable Posts that connect back to your experts. Interactive and mobile-ready, Posts let you quickly deliver expert, SEO friendly content to your audiences on any device at any time. Quick links allow you to create drafts including using our new AI Brainstorming feature to help generate ideas and initial drafts. For more interaction with your expert Posts streamline content discovery and expand your content distribution capabilities by tagging your Posts. Whether you choose to publish immediately or schedule for future release, you have the flexibility to align your content with breaking news, important announcements, cyclical trends or your marketing calendar. Finally increase the power of Posts by assigning individual experts to each post to better connect your insights to your experts, driving more profiles views and valuable inquiries. New Post Tab features include: Quick create button with AI brainstorming Advanced filtering capabilities Bulk action management options Connected “experts” visibility Enhanced tag management Post specific activity log Q&A Tab The Q&A tab makes leveraging the power of Q&A easy. Deliver insights through expert curated Q&A, either with a single question and answer from an expert or organization, or allow for multiple experts to provide a variety of answers. By connecting your answer to your experts, you’ll drive profile views and capture valuable inquiries. Streamline content discovery and expand your content distribution capabilities by tagging your Q&A. New Q&A Tab features include: Quick create button Advanced filtering capabilities Bulk action management options Connected “experts” visibility Enhanced tag management Q&A specific activity log Analytics Tab Track your performance with the customizable features of the new Analytics Tab. Access current metrics across all important areas from your people to Posts, Q&A and inquiries. Define your view by type and time period. Quickly export your monthly PDF reports or create custom exports to allow for detailed reporting that matches your organization’s reporting cycles. Easily export all your metrics to create additional reports in other systems you currently use. New Analytics Tab features Include Content-type specific reporting Date range filtering Customizable graphing capabilities Enhanced data exports Downloadable monthly reports Bulk actions & Filtering Inquiries Tab The Inquiries tab provides access to all the capabilities you need for viewing, managing and responding to your opportunities. The layout lets you quickly understand the nature of your incoming inquiries whether they’re related to media, speaking, research, customer/business requests and more. Quickly view key details of all incoming inquiries including time-sensitive requests that require immediate follow-up. Activate only the type of inquiries you’re looking to receive through our inquiry type setup. At the same time keep unwanted messages away from your experts with our AI Quarantine function that monitors all your incoming inquiries and proactively blocks messages that can be reviewed later. Ensure total visibility with our mailing list functionality that enables inquiries to be seen by type beyond the specific setup for each expert. New Inquiry Tab features include: Enhanced AI Quarantine protection Organization wide blocking Network level blocking Enhanced inquiry filtering Inquiry specific activity log Settings The new Settings section provides easier more intuitive access to a wide variety of account customizations and system settings to tailor your implementation. This includes access to integration options from Custom API to Embeds and our WordPress plugin. New Settings Section features Include Enhanced brand management capabilities Improved asset uploader Refined layout New “Customer Success” resources
