Pocket like it’s hot – the best of both worlds

How do you market a microwaveable product to teens these days? After all, they surf the web both mobile and stationary and are less likely (banner blindness) to react on either your display advertisements or even print advertisements. Well, one very smart move is of course to hire Snoop Dogg and DeStorm to not only hit it off in the coolness department but also have an instant foot in the door with both Snoop Dog’s and DeStorm’s online followers. A perfect combination if one thinks about it. Online celebrities like DeStorm (check his youtube channel here) come with a ready and highly engaged audience, which thanks to digital marketing can be readily thought out before any placement or engagement takes place. Below’s video has been posted on the 10th of October, on the 11th it had a merely 2000 hits, let’s wait and see.

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Be ready for what is next…

In this year’s Nielsen Consumer 360 Conference, one topic hit the mark in terms of futuristic outlook. Whilst many organisations and marketers are focusing on adopting the latest (some the earliest) web technology or even mobile technology; one must begin to ask what is next? How will customer centricity be shaped in the months or even years ahead and start building the organisation to be able to cater to these new game elements.

What does this mean for us marketers? Engage in strategic conversation, work today on tomorrow’s value chain setup, enhance customer centricity today to be able to set the tone tomorrow.

The clip below is a short excerpt from the conference and gives great food for thought.

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5 core rules for consumer engaging conversational marketing

To be a truly conversational brand, content creation alone does not do the trick. Some brands or companies try to engage with heavily with followers and stimulate user generated content (just google GE and ugc), whilst others create internal content strategies or just let the faith do its thing.

From my experience gathered and discussions with other Marketing VPs, I have distilled the following 5 rules to create conversational marketing for brands.

The 5 core rules for consumer engaging conversational marketing:

1) Be authentic: define the core of your brand and stick to it. You don’t do much good by creating content which is far off your brand’s core values and or in misalignment with your brand’s voice. If you are a bunch of bike lovers creating your own custom bikes, communicate like a bunch a bike lovers to the most likely other bunch of bike lovers following you. Don’t try to emulate some corporate slang or a fastfood restaurant’s voice because you thought it was good, interesting or successful. Your followers or customers are interested in you and your product for a reason!

2) Be consistent: consistency and authenticity are closely related. To create conversational marketing, you need to have a communication strategy in place and stick to it. Don’t overkill it in month one, two and three and let your efforts fade during the reminder of the year. Followers, consumers and potential consumers value consistency not only in messaging but also in timing. Also, be consistent in your content’s message – find a voice and stick to it.

3) Be an expert: consumers are likely to engage with your brand for an expert opinion. Why is it that your brand is the leading brand, aspirational brand or upcoming brand for some product? Transpire this message in your brand’s voice to consumers. However, make sure you not only talk the talk but also walk the walk. Nothing hurts a brand more than the good old over-promise and under-deliver.

4) Be environmentally aligned: look at what GE is doing right now. User generated content can be a great means to hit the mark for followers and customers. However, be aware, don’t expect your followers to write what’s in your communicational plan. Be open to their voice and most importantly engage in a conversation. Airline facebook pages do usually serve as a great negative example, potential customers ask questions about flights or policies but often only to find that no airline representative answers them. If you engage in certain channels, think about the consequence, your branding strategy and fully commit to this channel.

5) Be a platform experience creator: think beyond one platform, think broadly and engage consumers in the chosen media with your content strategy. Create a brand footprint in the platform by capitalising your brand’s voice in each channel. Your website is likely to have

Video Update:

In the clip below, Deanna Brown talks with Brian Solis about brand publishing, social media teams running accounts and creating content. Whilst content creation as such does not seem to be the main issue however strategic alignment with company objectives and its environment. I recommend watching the clip, it takes about 18 minutes and is worth as some food for thought!

Deanna Brown: Why Brands Are Becoming Publishers

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Is there a future for print in marketing?

Over the last years, discussions have flourished about the decline in print, marketing ROI, the ease and cost benefits of online to marketers and so on. However, have we yet reached a time to completely abandon print in our marketing arsenal?

Ikea’s new catalogue is a great example of catering to the best of both worlds. AR integration addresses the hip, young and general up to date crowd, however my parents would still be able to grab the catalogue the very old fashioned way and browse through it.

If done right, this exemplifies how to reach heterogeneous target groups through a multichannel marketing approach.

B2B organizations should be particularly interested in AR print integration to leverage upon their known customer base with a new method to display their products or services. Why not integrate a similar technology in heavy machinery or high investment product brochures to showcase the customer some of the feature which print can hardly convey. Aren’t most of these brochures talking about effortless R&D, engineering capabilities and the know how of organization’s people (mostly with these fake looking stock photos of overly smiling handsome mid thirties who look nothing like the actual mechanical engineer working in the Doha desert to get a new oil pumping station up and running)? Why not show the real deal? The machinery at work, R&D doing their thing and an oily engineer in the Doha desert with a big smile (don’t take that idea to far with the Ikea X-ray feature and your engineer though)!

The keys are:
1. Know your audience; personas are a great for marketers and getting strategic talk going

2. Embrace new tech; with a little caution. With Ikeas 211 million printed catalogues each year, they haven’t completely jumped the boat – nor should you! Be sensible about applying new technology for conveying value propositions, supporting your clients decision making at various stages along the sales funnel and to have a little fun!

3. Make sure it works! Seriously, getting an AR app on its way involves getting the right partner for the job (be selective; agencies do likely over promise), do testing on all sorts of platforms in all forms and ways. Nothing sucks more than an app that disgruntles customers through technical issues!

4. Think value – as said in point 2, unless you come up with the new angry birds, focus on providing value in the eyes of your customers. The evolvement of app usages in banking is a great example to look at (google for Bank of America and mobile apps)

5. Be brave; depending on your clientele, having an app requires some PR efforts to get a ground start. Be sensible and realistic about setting goals. Communicate the same way to top management and stay strong & patient.

It’s all about a unique consumer experience, isn’t it?

In today’s buzz filled world, it isn’t easy to attract and even stun the average consumer anymore. Digital agency Breakfast has done just that with a custom made display for TNT. Besides the obvious coolness of the technology applied, the screen applies fundamental principles for customer interaction. Customer experience becomes live and two way as customers are able to interact with the display but furthermore attract a crowd to multiply the effect.

The art of contextual branding or was that packing?

For those who have recently visited the Louis Vuitton homepage, they got to see the new suitcase packing app, called “the art of packing”. Whilst the application is quite informative and nicely done, showcasing the brand’s products and giving practicable tips, it’s flash only basis neglects the entire IOS world.

I believe this is a smart way to show multiple products in a contextual setup, whilst keeping true to the brand’s values.

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Dad’s in briefs

this is by far the most funny and yet to the point of the product ad for ACs… well done!

Bring the POS to the consumer, not the other way around

What is the problem with traditional brick and mortar stores?

Consumers have to invest both search and travel time to get to the store – worst case to find an unmotivated employee or a crowded store. How much motivation can expect a consumer to have to come to you multiple times to finalize his or her purchase.

Why not challenging this traditional concept, which some smart companies already have, in some way or another. Think Tupperware for example!

Mini is another great example, launching the “mini store” in Paris with 10 floating Mini Coopers ready to be test driving on the spot. Why is this a great concept? I think it draws attention to the product, it reduces potential clients or customers time requirements (travel time) and it reduces further hurdles and brings in the very intriguing aspect of emotional POS strategies.

I wonder when other car makers will catch up on this – could well see other A-Segment to C-Segment vehicles capitalize on a similar brand to POS strategy. Not sure if it would work for your Porsche 911 buyer – kinda doubt it :-)

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New channel – old habits – let’s break lose

Have you ever wondered how marketing practices are developing? Well, look at the first ever aired TV advertisement by Bulgova in 1941. With tv being untouched for advertising purposes at this time, Bulgova marketers applied their classic billboard marketing to the new medium tv.

Decades later, we see the first banner ad popping up. In 1994 to be specified (more here:

And now? We talk about SEO and SEM, however approach it from the same angle we approached print, TV and other traditional media. >Creation
>feedback loop
Why don’t we marketers start breaking with old habits and apply new technology, new media and new channels in new ways? Shouldn’t we think more integrated, multivariable modeling and more subtle approaches to not only decrease unknown factors but also to use what digital offers us most – real time feedback and ease of trend predictions?

Let’s think about this… the future is now?!

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Best off Viral Video Marketing

Samsung’s new ad campaign quickly jumped on top of all viral video charts. Why? Read my post below about viral success factors. I believe Samsung has focused on three specifically:
- Engagement
- Humor
- Emotion