small business

Showing Your Audience How Important They Are To Your Brand

enterprise

In todays’ world, in order to stay relevant, I must continue to show my audience how important they are to our brand. Meaning that they know that they can count on my brand to give them the support that they need at ANY time! For example: I love how @enterprise has created a separate twitter account (that they interact with daily) to solve any of the problems that one of their members’ may be having! Not only is this remarkable, but by @enterprise creating those unique experiences & LISTENING to their audience has helped them become the multi-billion dollar company that it is today! :D

“People have a choice. And how well you listen to them determines whether or not they decide to interact with your brand.”

-Cole

Like A Girl

Cole Cornerr:

I love how @always empowers girls & focused more towards creating an emotional experience with their audience! :D

Originally posted on Emily's Insight:

I don’t always watch the advertisements before YouTube videos, but when I do, it’s the Always, #LikeAGirl campaign.

So I was looking up Miranda Lambert’s music video for ‘Somethin’ Bad,” and the advertisement before the video caught my attention. I am usually the ‘skip this in 5 seconds’ person, but not this time.

Always is up to great things (I believe) with their #LikeAGirl campaign, where American documentary maker, Lauren Greenfield, talks to older and younger girls and boys about what it means to do something like a girl.

The campaign starts with Greenfield asking older girls and boys to show her what it means to run like a girl. Both genders are shown flapping their arms and acting foolish. They are then asked to fight like a girl. Again both genders are showing their best cat fight moves and sissy punches for the camera. So one can guess what…

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The Brands That Connect WIN!

Nike

People don’t want to be apart of a brand that only talks about themselves! They want to be apart of something that adds value to their life & shows them how important they are. Humans have a CHOICE on whether or not they want to deal with your brand! So, if you don’t connect, they won’t care. In order to connect I feel that brands should do more LISTNEING & paying close attention to their audience. That way when it comes time to connect, create, & implement strategies, you can be confident in your EVERY move. People want to be uplifted, feel important, and most of all be apart of something!

For example: Nike doesn’t just put up pictures of models in their clothing & post them online. They tell unique stories targeted specifically to athletes, that all athletes can relate to! But most importantly, they make sure that their audience is involved! In every commercial, campaign, advertisement, & sponsorship you see athletes. I believe that it just all about connecting by sharing those unique experiences with those who share the same worldview. Everything is changing, people are smarter, the world is moving faster than ever, so in order to make sure that I keep up, I MUST connect with my audience as much as I can!

Social Media is NOT Distribution!

gary vI’m just now realizing why I wasn’t gaining any followers on Google+ or Twitter! Why? Because I wasn’t interacting with anyone & all I did was attach the links to my website & content that people could know where to go. I don’t know how I was so naïve to believe that it would help build a following, but because of one of our greatest marketers of this new era (Gary Vaynerchuk), I’ve learned how to build a SOLID following on ANY social media channel!

People don’t care about you, unless you show them how you can benefit their life. For example, in order for me to build a following on my Twitter & Google+, I MUST interact with people who need help in he area I’m an expert in! In other words, I MUST FIND THE RIGHT PEOPLE TO INTERACT 1-ON-1 WITH! Instead of spamming my timeline with links to my blog, why not communicate with them, LISTEN, figure out what their problem is, & create a unique experience that’ll eventually lead them to my site. That goes back to treating my audience as human beings & NOT just consumers!

Marketing in The Year That We Actually Live in!

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?

Talk Less, Listen More

Listen

Brands and their audience must have a healthy relationship. In order to do so, a brand must listen in order to give their audience what they want.  The more you listen to them, the more you learn about them. The more you study, pay attention, & listen to your audience is what I believe the key is to getting their attention. What do they talk about? Where do they interact on a daily basis? What channels do they use? How often are they using these channels & at what times? Once you’re able to address these questions, creating a strategic plan will become more powerful & clear. The more you know about someone, the easier it is to figure out how to get their attention. By doing so, you’ll be giving them what they want, which will enable you to receive whatever it is you may want in return! :)

The Power Of Thinking Small

Focus intensely on your target audienceYour opportunity lies in finding a neglected worldview, framing your story in a way that your audience will focus on it & go from there. Just think about how the biggest brand became so large. Nike for example: They make clothing for ATHLETES, but because of how they tell communicate each story, people all over the world wants to be apart of it. Nike doesn’t target your normal everyday people, they target ATHLETES, but create stories with morals that everyday people could relate to. DON’T target the world, focus intensely on a small audience that shares the same “worldview” as you. You have to have values & create story morals that will convince your target audience on why they should believe in you (& not your competitors). Study your audience & focus intensely on creating those stories that will get them to become emotionally attached to your brand.

Engage, Equip, Empower

 

rs-nike-support (2)

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.

Avoid Brand Selfishness

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! :)

What Kind of Ideas Survive?

 

giphy

STORIES! Not stories about you, but stories honoring your audience! People want to feel important and know that they’re appreciated. The reason that most athletes wear Nike is because of the way that the brand makes them feel. Nike communicates a story that ALL athletes can relate to, & since they do this remarkably, most athletes want to be a part of the Nike brand. The ideas that survive are the ones that are created based on a set of core values with morals that the audience can connect with on an emotional level.