Gary Vaynerchuk couldn’t have said it any better! It’s 2014 & if we are still stuck on trying to figure out how to understand something that happened 5 yrs ago, then we’re gonna get left behind! I believe that marketing is storytelling and we must be able to communicate our story to our audience that will keep us relevant! Meaning, as a brand, we MUST stay ahead of our competitors! In order to stay relevant in this NOISY marketing world, we cannot sleep on what’s coming next, but we must also capitalize on what’s happening NOW! Is there a new app or channel that will allow you to connect with your audience on another level? In order to stay ahead, I believe that we must ACT early on & FASTER than anyone else can! If you see that your target audience is interacting on a certain platform that can benefit your brand, WHY NOT ACT ON IT?
Engage—Give your audience the gift of you. Engage with them. Listen to what they are telling you. Be part of the conversation about your brand. Be a presence in your audiences’ lives. @NikeSupport is a prime example of customer service done well. They constantly respond to followers on Twitter, whether it’s about their apparel, Fuel Band or other products. Every few minutes, you can watch them respond to someone new.
Equip—Give them reasons to talk. It can be amazing products, great service, insider knowledge, social elevation, incredible stories, unbelievable facts or even funny disclosures. It’s on you. It really depends on you understanding your consumers and what they like about you and providing whatever it is they need from you. Apple revolutionizes technological devices and delivers amazing products to its consumers, allowing them to naturally raze about the newest iPhone. Another area to excel in and that’s on the rise is social customer service.
Empower—Give consumers different ways to talk and share. Let them know that they are important to you and that sharing their opinions is important to you. Help them find ways to share within their circles and find ways to help move their conversations around. Lay’s is an excellent example to highlight how they empowered their fans to “Do Us a Flavor,” and allow consumers to create a new flavor of potato chips to hit store shelves. Over 3.8 million submissions were sent in 2013 making it one of the biggest marketing campaigns for PepsiCo owned Frito-Lay.
No one wants to listen to someone who only speaks about themselves! If you’re a brand, you should be here because you want to do something that’ll benefit others, not just yourself. Just think of the huge brands: Nike, Apple, Beats by Dre, or even Coca Cola. If you watch their commercials & campaigns, you’ll see how every move that they make is a move that will show how much they honor & appreciate their audience. Let’s use Coca Cola for example; In EVERY commercial & campaign I’ve seen, they’re giving their audience a unique experience. In the commercial above, they used a Happy (soda) machine & instead of charging, they gave away their drinks for free (you can’t beat free coke)! But most importantly, they gave their audience an experience that they will NEVER FORGET! Instead of putting the soda machine there & charging for each, Coca Cola charged for only ONE & gave the rest of them away for free! That’s what I believe most brands should make their EVERY move around. Coca Cola didn’t make their brand a priority however, they gave their audience a feeling of importance, & make them a PRIORITY! When you make people a priority, they’ll never forget it, & will do the same in return! :)
Yes, Barack Obama started off with remarkable campaigns & told stories that convinced most of Americans that he shared the same “worldview” as them. But, things started to go down hill once he got into office. As a political leader or even a human being, when it comes to marketing; NEVER MAKE A PROMISE THAT YOU CAN’T KEEP! It’s one thing to talk a good game, but you have to make sure that you’re going to live up to EVERY word that you speak! If you know that you’re not sure if you’re capable of making something happen, then DON’T PROMISE THAT YOU CAN! Humans HATE being lied to or led to believe something that they later on fund out was a lie. If you’re going to tell a story or make a promise to an audience, I suggest that you only discuss what you know you WILL make happen. Because if not, you may end up being one of the most HATED brands in your industry. I’m not saying that President Obama is, but I am saying that if you’re gonna make a promise to your audience, LIVE UP TO IT!!
Even though some may call him a terrible president, after watching this video, I had to admit that President Obama did a remarkable job by connecting to the American audience! I don’t believe that he won because he was black or because he’s a “liar”. I believe that President Obama won because he told a story that the everyday American can relate to & he made people feel special! Barack Obama knew from the beginning that in order for him to win, was to connect with his audience in a way that he knew his competitors (Alan Keyes, Hilary Clinton, John McCain)
Steve Jobs knew back then that storytelling (marketing) was all about creating those emotional experiences. He knew that companies should be built based on VALUES & ran by IDEAS! Knowing your values as a brand & sticking to those values is what I believe will take brands from “average” to EXTRAORDINARY! Communicating these unique values to your audience is what I believe will separate your brand from its competitors.