Successful brand connections today are social by design. They often start with a platform, or ecosystem of platforms, in mind. They have great content ideas at the core, not just a singular idea or “key visual.” Sure, relevance is key (duh), but they’re also nimble, integrated and highly measurable at the outset. Oh, and supported with paid media to give it scale.
Still, brand leaders (in all categories) hesitate to go all in. Some are fearful, others still revert back on the myriad myths associated with “social.” Time to bust those myths for good:
MYTH: Social media is only for brand advocacy
FACT: Social enables relevant connections at every stage of the consumer journey (and KPIs are different for each social marketing activity!).
MYTH: Social is for millennials
FACT: Nearly all adults, regardless of age, affluence or race is engaged in one or more social platforms. Incidentally, Facebook is losing the interest of millennials, as social media participation increases elsewhere across all demos. (more…)
Clint Hurdle, manager of the Pittsburgh Pirates, is also a great brand manager. You’ve probably heard about the daily inspirations he sends to his players to keep them energized and positive. http://espn.go.com/mlb/playoffs/2013/story/_/id/9726637/pirates-manager-clint-hurdle-inspiring-others-daily
But I also admire him for his courage to stick to what is working. In the “First Pitch” game day publication, Clint talks about the challenges of continuing to play the same type of game as they run out of games. He says we need to remember that the game we played all season is what got us to the post-season for the first time in 20 years. I see those same challenges in marketing strategy. Far too often, marketers give into the pressures and sense of urgency by abandoning what got them to their position. They change their strategy dramatically and end up trying to be something they aren’t to satisfy a time crunch. Expiring patents, release of new models and competitive innovations are just a few of the reasons we use for abandoning what drove our success. (more…)
The Business Case for Mobile First
For consumers, a mobile device is increasingly the “first screen.” It’s the the first media powered-up in the morning and the last shut down before bed. And for 91% of smartphone owners, their device is within a 3-foot reach 24 hours a day.
2013 signals a sea change in digital: more people will access the internet through a mobile device this year than through a PC. For more background, read Forrester’s 2013 Mobile Trends for Marketers.
What’s Your Brand’s Mobile Competency?
Mobile enables consumer connections at home, in the store, and on the go. Plus, it offers opportunities for deeper engagement by harnessing location, social media and the personal creativity of your consumer.
There is no perfect formula for selecting mobile channels. But you can chart your course by answering these questions, which will help you frame an approach to mobile that maps to business objectives and consumer behaviors.
Ready to get started? Answer these 10 critical questions after the jump.
The ability to deliver savings in the store via mobile is a game changer. It collapses the purchase funnel for new users. It combats showrooming. And it can drive retailer loyalty.
But despite the fact that forty million Americans will use mobile coupons in 2013 (eMarketer), redemption still remains an issue at the store level. Those clunky red line scanners at most cash registers today just aren’t equipped (yet) to accept mobile saving. If airlines can figure it out, why can’t fast moving consumer goods retailers? Cmon!
In January, the Mobile Marketing Association unveiled its “Current State & Promise of Mobile Couponing” which reviews the advantages and challenges of savings by smartphone. You can download their POV here to find some helpful case studies, but you’ll also be disappointed to learn that even the MMA hasn’t landed on a perfect solution for CPG brands. Print FSIs are still king, accounting for 88% of the distribution universe and leads all coupon channel redemption at 43%.
Coupon giants like Coupons.com require people to download their Grocery IQ app. A nice attempt, but penetration is low (surprising since so many have downloaded their desktop print driver for digital coupons).
In short, we’re not there yet.
In our view, CPG brands should work at the retailer level to promote and distribute mobile coupons. Restaurant and retail brands have a little more control and can promote through branded apps, show-and-save, or through email.
About 15 years ago our agency picked up a small project from a manufacturer of fiber-cement siding. The product was called HardiePlank. It wouldn’t rot, warp, crack, or burn. It was even hurricane proof. At the time, wood composite sidings were experiencing huge problems around the country, yet no one would try this remarkable product called HardiePlank. Our challenge was to change that.
My father-in-law was a builder. My grandfather had been a carpenter for 40 years. I’d run my own painting and deck maintenance company in college. Heck, my first job ever was working in a lumberyard. So when it came time to choose a copywriter for this assignment, I was the unanimous choice. If anyone could talk about building products like a man, it would be me, they said.
Fast forward a few years and the brand was enjoying remarkable success. Our program had gone nationwide, and James Hardie was one of the top three requested brands in all of home building. So picking the good ol’ boy to be the copywriter was a wise decision, right? Well, yes and no. When asked how we’d found such a powerful way of communicating their brand, the CMO had this to say: “Brett is a 40-year-old mom trapped in a young man’s body.” Say what? (more…)