| contact    Wednesday June 28, 2017
The Laidlaw Group

A Pin For Every Thought — The Pinterest Supernova


Pins. Boards. Repins. Attachments to your toolbar. To the uninitiated, and to those less tech or trend savvy than others, these words might sound like we’re setting up some sort of kitchen installation. But to the Laidlaw Group, LLC, to avid members of new social media platform Pinterest, and to cunning marketers, these four words make eyes light up and brains start buzzing. That’s because Pinterest, the Little Social Network That Could, burst onto the Web and rocketed its way to the top of everyone’s conversation. It blew past Foursquare, Tumblr, Google+ and even YouTube to become the number 3 social network on the planet, surpassed only by Twitter and Facebook. And that’s not even the most extraordinary part of the story — it did it all in only 12 months.

Pinterest was founded by Ben Silbermann, Paul Sciarra and Evan Sharp. The development began at the very end of 2009 and into the next year, with the site launching in a limited, invitation-only beta form in March of 2010. From there, it was a runaway train to success. In December 2010 they had 100,000 users, and the founders were still operating out of a small apartment. A mobile app was created in March 2011, receiving shocking amounts of downloads. By December 2011, the website was receiving 11 million visits a week. In January of 2012, it was reported that Pinterest was driving more referrals to retailers and businesses than YouTube, Google+ and LinkedIn. Numerous awards followed, and by the end of that same month, Pinterest was declared the fastest website in the history of the internet to accumulate 10 million users.

That was eight months ago. Now, the two year old website is worth at least $1 billion. And it’s still growing. The primary demographics of Pinterest are the subject of most… interest. The site users skew heavily female. The breakdown is 80% female, 20% male. Half of the user base, male and female, are parents. Here are the age demographics.


And thanks to this infographic by Buzz Referrals, some very enticing information has been made available:

1)      Pinterest referrals spend 70% more money than visitors from non-social channels. This means people who reach retailer websites through Pinterest are willing to spend much more cash on their products than anyone else. This includes social media — Pinterest users are 10% likelier to shop than Facebook and Twitter users, and will spend 10% more, too.

2)      Tutorials, DIY (do-it-yourself) and recipe pins receive 42% more clicks than other pins. This means companies focused on food, health, arts and crafts and fashion can benefit greatly from using Pinterest.

3)      On average, Pinterest users are on site for one hour and 17 minutes. In a world full of advertising noise, where customers are extremely wary of ads and exasperated with salespeople and pitches, it’s getting more and more difficult to brand your products without customers quickly ignoring or leaving the area. Pinterest is a unique, almost miraculous exception to the rule. It’s literally a website where the people who always spend the most money (women and mothers aged 18-34) spend hours of their precious time making lists of products they wish to have or places they want to visit. Then they share these lists and interests with everyone around them.

We at Laidlaw Group, LLC, like many others, realize the unique marketing potential of a platform like this. That’s why we encourage the use of Pinterest with incoming clients. It’s all part of our ongoing, strategic efforts to maximize the exposure our customers receive and ensure that their businesses are always part of ongoing conversations, wherever the conversation is taking place. Social networking is here to stay. Facebook, Twitter, YouTube and the other trend-setting websites are not going anywhere, and the user count for each service grows every single day. It won’t be long before everyone who can type is on a social network. Pinterest is just the latest, possibly even greatest, to enter the arena.


Check out the latest ABC NEWS Segment on Pinterest!
video platform

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Social Media Spending Is Going to Explode

social media outlets


Social Media Integration at Boston’s Laidlaw Group

For the last three years, we have focused on integrating social media platforms into our clients marketing communications programs. The social media channels have produced a substantial increase in brand awareness for our clients. This recent article from Ad Age Digital is worth a read.

Facebook is prepping for a massive IPO, Twitter is focusing its business exclusively on advertising and nearly three-fifths of digital decision-makers polled last fall said they plan to boost their social media ad spend over the next 12 months.

In an Advertiser Perceptions semiannual survey of nearly 1,200 people involved in deciding how ad dollars are spent digitally, 59% of respondents said they would increase social-media-ad spending in the next 12 months, compared with just 4% who said they would decrease spending on social platforms.

The survey also found that, on average, social media advertising will make up about 27% of digital budgets over the next 12 months, compared with 22% in the previous 12 months. No other digital category — including ad networks/exchanges, media companies, demand-side platforms, portals and agency-trading desks — expect to see in-budget share gains over the next 12 months.

About 60% of respondents work for agencies and 40% for brands, covering the Ad Age Top 100 advertisers in the process.

“The one area that marketers were more bullish on than agencies is social,” said Randy Cohen, co-founder and president of Advertiser Perceptions, which is expected to release the full results Tuesday afternoon.

Agency-trading desks, which handle bulk-audience buying on behalf of clients, was the only digital category in which respondents said they would decrease rather than increase spending over the next 12 months. Sixteen percent of respondents said they plan to reduce trading-desk outlays; 15% said they would raise them.

One strong caveat: The results indicate what decision-makers intend to do about allocating ad dollars. Results and other factors will ultimately determine what they actually spend, and Mr. Cohen said that while marketers feel they should be spending on social platforms, they are doing so without clear insights as to why. “From a results perspective … I think the jury is still out,” he said.

But what it does mean, if you’re in the business of selling social, is that the doors are open and, in many cases, the checkbooks are out.

The leading digital advertisers believe that half of their budgets in the next 12 months will be spent on brand-focused advertising. That number was just 25% or 30% three or four years ago, Mr. Cohen said.


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The Oscars Get Social With the Help of People Magazine, Redbox and Gilt Groupe

People Magazine

Celebrities have been a vital part of creating and influencing the tidal wave that is Social Media. Social Media has created the opportunity for events like the Oscars to rise above traditional broadcast outreach and be personalized through social channels. This Sunday, People Magazine goes social, and we think it’s very exciting!

People Magazine Rolls Out the Red Carpet
Partnerships with Gilt, Redbox Promote Oscars Coverage
By Emma Bazilian

“This Sunday night, millions of viewers will tune into the Academy Awards to find out who takes home film’s top honors—and see who makes the ‘Best Dressed’ lists. To capitalize on the red carpet obsession, the People franchise is rolling out e-commerce and social media initiatives to put readers in the middle of the sartorial whirlwind that is the Oscars.

“‘Red carpet is the most anticipated coverage of the year among our readers,’ People publisher Karen Kovacs told Adweek.

To capitalize on that buzz, the magazine is sending subscribers an Awards Show Special issue spotlighting the season’s best red carpet fashions. To boost newsstand sales, People struck a partnership with Redbox to give single-copy buyers a free one-night movie rental.

“People also is jumping on the e-commerce bandwagon this year. Stylewatch editors will curate items inspired by the evening for a ‘Get the Look: Red Carpet’ sale on Gilt Groupe. If the content-only partnership is successful (the magazine isn’t getting any cut of sales), it could lead to further e-commerce collaborations, Kovacs said.

“That red carpet frenzy is also evidenced on, which gets its biggest traffic boost of the year on the day after the Oscars, according to managing editor Janice Morris. In addition to covering the event’s fashion moments, is encouraging readers to interact with the site through a live blog on the site and social media.

“Last year’s live trivia competition will return to, but it will feature a new Facebook tie-in that lets participants play with their friends. Pinterest boards focusing on Oscars and red carpet fashion will be updated with photos from the evening. And People’s Twitter account will promote content and encourage people to make their own best-dressed lists.”

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Laidlaw Creates Online Destination Object Lust for Design Savvy Consumers

Object Lust
For the founders of Object Lust, it was destiny that brought them together. As interior designers, Susan Schaub and Scott Bell share a passion for design, art and classical architecture. They both love antiquing for hours, traveling and shopping at the Paris flea markets and restoring and renovating period homes. They have a harmonious business style with impeccable attention to detail and quite simply, they compliment each other.

Now, 13 years later, their stars have aligned once again when they chose Laidlaw Group to launch their newest venture Object Lust. Laidlaw created the Object Lust website as a destination for design savvy consumers to search “to the trade” items by category and browse designer furniture brands, unique fabrics and decorative objects from leading manufacturers. Once the customer finds what they’re looking for, they call or email Object Lust and request product & pricing information.

In addition to designing the website, Laidlaw Group has created social destinations where consumers can interact with the company on Twitter and Facebook and visit the Object Lust Blog to learn about the latest trends in color, design, architecture and interior design. It’s nothing but spectacular for the consumer who wants to immerse themselves in the world of interior design.

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Design New England Magazine Chooses Laidlaw To Promote 5th Anniversary Celebration Through Social Media

Design New England 5th Anniversary Celebration
Thursday, November 17th is sure to be a star-studded night when over 350 guests will attend Design New England’s 5th Anniversary Party during the exclusive Gala Preview of the Boston International Fine Art Show at the Cyclorama in Boston’s South End. In addition to celebrating a half-decade of bringing the best in interior design, architecture and landscape design to readers, Design New England will present the first annual Mentors In Design Awards, honoring individuals in the design industry who selflessly mentor young designers. Laidlaw Group is the official Social Media Agency for event!

The Mentors In Design Awards from Design New England were inspired by the Over My Shoulder Foundation, a nationally recognized advocate for the power of mentoring. Choosing from a wide field of nominees, the distinguished panel of judges included: Nancy E. Hackett, IIDA, IDEC, NCIDQ Associate Professor & Co-Director Interior Design Program, New England School of Art and Design, Suffolk University; David Shapiro, CEO + President of Mass Mentoring Partnership and Peter Wheeler, President, Sara Campbell LTD. Sponsors for the event are: the Fifteenth Annual Boston International Fine Art Show, Eco Structures, Inc. and Cumar Marble and Granite. A special treat for this event will be the presentation of the stone award designed by Cumar’s president Ivo Cubi, stone designer Dawn Carroll and the entire Cumar team.

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Thank You to a Great Client For Supporting a Great Cause

FA Project and Laidlaw Group
The summer has brought out the best in many of us this year. Laidlaw Group client Boston’s Best Cruises is a shining example. Boston’s Best Cruises agreed to donate a portion of their ticket sales for their Sunset and Harbor Cruises to The FA Project for the entire summer season. As their agency, we were lucky enough to be able to introduce Boston Best Cruises to this extraordinary organization whose brand Laidlaw Group is helping to build. For us as an agency, meeting Richie and Maria has been a gift and we are grateful for the opportunity to help them.

The FA Project, a 501(c)(3) Charitable Organization established in Massachusetts, is dedicated to creating awareness of Friedreich’s Ataxia (FA), a debilitating, degenerative neuromuscular disease. Co-founded by Winthrop, MA natives Maria and Richie Currier (who suffers from FA), the organization educates the public by increasing the visibility of related information and resources and creating a support system for those afflicted with FA. They also provide those living with FA with assistance and resources to help them live the best quality life possible.

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Social Media in the Classroom

Social Media in the Classroom
For all of our clients, social media plays a critical role in establishing and strengthening brand identity as well as offering an invaluable connection to potential customers, partners and the world at large. Combined with our advertising, marketing, graphic design, web development, public relations and Search Engine Optimization (SEO) experience, Laidlaw Group understands the ever-increasing value of a comprehensive Social Influence Marketing (SIM) program, integrating Facebook, Twitter, blogs and more to benefit our clients and differentiate them in the marketplace.

In a recent article on ScienceBlogs, John Dupuis, head of the Steacie Science and Engineering Library at York University in Ontario, discusses his similar views on the impressive influence of social media and how colleges and universities have begun adding these components in the classroom environment.

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Newest Laidlaw Client is Designer Brand Object Lust

Fulfulling Style Cravings with New Laidlaw Group Client Object Lust
Laidlaw Group is launching the new brand, Object Lust, through Social Influence Marketing, a blog and new website. “I love the name and the concept,” says Cindy Laidlaw, Principal of Laidlaw Group, “It’s brilliant.”

Both are the idea of interior designer Susan Schaub. Through Object Lust, Susan is making it possible for consumers to purchase that special something they see in a home design magazine or at a design center. The best of the best home furnishings, accessories, antiques, art and furniture are just a click away.

“Object Lust is perfect for the customer who knows what they want, having seen it in a magazine or in a showroom, and they don’t want to hire a designer and sign a contract in order to get it,” says Susan. “Until now, the only way to purchase these items was through a designer – Object Lust is here to simplify the process.”

Laidlaw Group has substantial experience in the interior design space having launched the brands of many of the most highly respected firms in New England. We are currently designing the Object Lust website and building the components of their Social Influence Marketing program and blog.

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Social Media Spending on the Rise

Social Media Marketing at Laidlaw GroupAccording to a poll from Effie Worldwide and Mashable, companies including top firms like Bank of America, Colgate-Palmolive and Mini USA view social media as an essential and ever-growing facet of their marketing plans. In fact, over 70% of businesses polled stated they plan to increase their social media budget by at least 10% for the upcoming year.

At Laidlaw Group, we are experts at combining traditional marketing channels with evolving social media platforms including Facebook and Twitter, maximizing customer engagement and audience reach to strengthen our clients’ brands. Visit our website, become a Facebook fan and follow us on Twitter to learn more about our innovative work.

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Traditonal Agencies are the Future of Digital

Digi Day
At Laidlaw Group, our combination of traditional branding, design and marketing expertise with a forward-thinking approach for our clients’ businesses has kept us competitive as the industry evolves. We know that without a great core idea, without a clear vision, no amount of technical skill can truly create success for our clients.

“There are fewer great idea people than there are great technologists.”

We couldn’t agree more with Deutsch’s Winston Binch, who explains in Digi Day, “I believe…that traditional agencies are the future of digital. Look at what Wieden and Goodby are doing. I believe there are fewer great idea people than there are great technologists.You can have a technology layer under that and ingrain it in a creative process. You’ll see a lot more agencies from the traditional side push the envelope of digital innovation.”

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