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Showing Your Audience How Important They Are To Your Brand

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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

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 THE way to one-on-one Engagement

what about your audience?

Just think about it, Instagram grew from 0 to 100 million users in just 2 YEARS! Twitter went from 0-500 million in six, & I can go on & on! If we as marketers & business owners took advantage of these social networks to the best of our ability, our business could do just as well. It’s all about finding ONE social network that your audience interacts most with, get to know it as well as you possibly can, & LISTEN! Figuring out what my audience wants plays a HUGE part on my role as a marketer. Why? Because if I don’t know what they, I don’t know how to create my message in a way that’ll grasp their attention! Why not, LISTEN to them, figure out what they want, & take the time to engage with each of them individually. I honestly believe that the more you put into building healthy relationships with your audience, the more they’ll interact with your brand (& tell their friends)! What about you guys, what do you think? (Feel free to comment &/or subscribe)

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?

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

 

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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.

Focusing on Your Strengths

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If you’re better with twitter, build a solid following via twitter. If you’re better at writing about a specific topic, then stick to that specific topic. I don’t believe that people should try to be the best at EVERYTHING! It makes more sense to me when people stick to their strengths and when it’s time to grow, FIND people who’s strengths make up for your weaknesses! That goes for any brand in ANY industry. Whether you’re a fashion designer, writer, blog, tech, or food. FOCUS intensely on what your strengths are & when it’s time to grow, find the right people who make up for everything else.

For example, Nike is THE biggest athletic brand of all time! They didn’t get there by focusing on anything outside of athletics! Nike started off by targeting specific athletes & communicating emotional experience that communicated a universal message, around that specific audience (athletes). Even though there are everyday people who aren’t athletes that wear Nike, most people wear it because of the way the brand makes them feel. They continue to keep their focus on the characteristics athletes and the brand will continue to grow.

 

Simplicity is Beauty.

@PressCoffee tweeted: Baby feet and cappuccinos Happy Saturday!!!

@PressCoffee tweeted: Baby feet and cappuccinos Happy Saturday!!!

I don’t try to be EVERTHING to EVERYONE! I can’t! Well, maybe I can try, but I will never get a chance to accomplish anything. The world is too noisy to even attempt to be all in one. Why not choose one specific area to specialize in & focus intensely on that area? Being simple is clear & easy for people to understand. @PressCoffee (presscoffeeaz.com ) is a locally owned & roasted coffee shop in Scottsdale & Phoenix, Arizona. They’ve won numerous awards & the tweet above obviously tells you one of the reasons why. @PressCoffee decides to focus intensely on their everyday coffee drinker & create an experience that all of them can relate to! I love it & hope that they continue to deliver these remarkable experiences! :)

Just think of J.K Rowling,  THE greatest best-selling author of all time (over 400 million copies sold), didn’t get there by focusing most of her energy into more than one main character. She started with Harry, his life, and focused 90% of her energy on things that would go on in his life. Yes, there were other characters, but none of them wouldn’t have came about if Harry’s life wasn’t the way it had been. I believe that when I focus all of my energy into giving ONE, other opportunities will form. But, not losing sight of the ONE that got me here is what will keep my brand going.

Another Example: Apple is one of the greatest electronic companies of all time! But, they didn’t get there just by focusing on their facts or features (even though they do it well). Apple became the greatest when they started to create an experience with the PC that no other brand did. Apple added color, emotion, and HUMANITY to the PC, which allowed them to appeal to a larger audience. Instead of focusing on the many facts & features, Apple chose to pick ONE within EVERY commercial or campaign they had, & added humanity to it, which made things simple.

Focusing intensely on ONE & allowing everything else to build around it is not only SIMPLICITY, but BEAUTY.

 

Don’t Tell, Ask.

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I don’t believe in elevator pitches! Most people don’t respond when I give them a pitch, why? Because I didn’t give them anything to respond to! In order to get people’s mind going I must ASK QUESTIONS! So, instead of giving them an elevator pitch or mission statement. Why not ask them a question in which I have an answer or solution to? This is why studying my targeted audience FIRST is important. When I study them, figure out where they interact and how. I can then present them with a question in which my already brand answers. I personally don’t have an elevator pitch for my blog, I ask ONE question to get my audience’s mind going, & give many different ways to approach it.

What is Marketing Success?

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I believe that marketing success is showing up EVERYDAY, sharing a story that is remarkable, and touching the hearts of many humans. Do you matter? Would your audience miss you if you were gone? The better I know my audience, what appeals to them, & how the they interact is what I believe will put you me in the best position for success. If all of my focus goes towards making money, then I may be out of luck! Why? Because in order to make money, I must appeal, interact, & attract certain people. In order to interact with people the right way, I must study them, honor them, & come up  with unique ways to bring them closer to my brand. Marketing success to me is measured by not only how many people buy my product, but how many hearts am I touching?

                 “In order to attract humans, I must approach my audience as one” -Cole