Archive for the ‘Brand Engagement’ Category

How to create a successful online PR campaign: 3 great examples

Tuesday, December 8th, 2009

share_my_playlists_logoAs a leading online and social marketing agency, customer insight is at the heart of everything we do.  Using our unique revenue potential model and persona insight tool as part of a strategic planning phase, we identify the most lucrative keyword areas and ensure we build a holistic view of our clients’ brand, their customers and their journey.

How does this influence how we create an online PR campaign?
Persona insight is a crucial part of our strategic planning phase and shapes our clients’ overall marketing strategy, but it also determines so much more in terms of online PR.

Our online targets, the tone of voice we use, what content we create and what messages we put into a campaign are all determined by the results of the Persona Insight research.  So before we develop any content for online we always conduct a media audit and evaluate this back to our client objectives and targets.  This ensures the content we produce for online not only captures the attention and interest of the target audience but also the media we are positioning it to as well.

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Advocacy – Brand Nirvana

Thursday, August 6th, 2009

happy_crowdDuring a recession, ROI is obviously more important than ever. But are you also taking the time to focus on existing customers and on how they can be harnessed as brand advocates?

With marketing spends under tremendous scrutiny in the economic downturn, companies are raising their game and working even harder to secure the best return possible for their investment. Although generating brand awareness and creating interest is indeed crucial, it is also often the most expensive form of marketing. As a result, more time is being invested in market research to ensure the messages are hitting the sweet spots. A strong understanding of who your customers are, staying close to them and building customer loyalty are all imperative within marketing - and brand advocacy is without doubt brand nirvana.

Brand advocates play a tremendous role in influencing others to move along the customer journey and turning loyal customers into brand advocates is one of the most effective forms of marketing you could possibly wish for. However, this doesn’t mean you can just put your feet up once you have achieved this stage in the customer journey, as your customers will only keep saying good things about you if you keep them happy.

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Getting personal with your customers

Monday, June 29th, 2009

girl_blue_skyWe are increasingly aware of how customers are looking to get the best price for the best product, but how can us online marketers ensure that we reach these potential purchasers and get under the skin of what really motivates their buying habits?

We need to go back to basics and forget about the traditional demographics which have influenced marketing campaigns for years. Of course age, sex, income and marital status are important but what you really need to think about is who are your target customers, what influences their spending decisions and which sites do they visit during their spending journey?

Its time to get personal and the answer lies in creating personas…

Personas are fictional characters. They take on identities and represent your customers by their buying trends and search habits. The persona will put a human face to data and create something that can seem real and familiar. Ideal online customers are no longer just ABC1’s, they are individuals sat in front of their computer, researching their next purchase.

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Keep focused through the waves of new trends

Friday, May 15th, 2009

goalWorking within an industry that changes direction in real-time and advising our clients on the best route to take can be tough for us online marketers. Whether PPC is dying or traditional PR skills are history we’re constantly being bombarded with the latest industry trends and everyone’s views on it.

What we do all need to do is to remember to stop, take stock and focus on the goal.

I attended an E-Consultancy round table earlier this week discussing Online PR & Social Media and the outcome was interesting. It was also peppered with a lot of questions and statements such as; We need developed measurement, We must move our clients forward within Social Media, Should our clients use interactive games to communicate with their customers? Whose responsibility should it be to interact with customers through social network platforms?

In my opinion, the answer to all of these questions should be considered with; What will meet my client’s objectives and what is my client actually trying to achieve?

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Brand wars - Coca Cola push for consideration with the launch of their ‘don’t dew it’ campaign

Thursday, March 19th, 2009

coca_colaHistorically some of the biggest brand wars of the past have been in the FMCG market between the big consumer players, and Coke and Pepsi have certainly been no exception!

Often in the past Coke and Pepsi have beaten each other up by signing up exclusive supplier deals through restaurant and pub chains. A fact I encounter on an all too regular basis. How often have you been in a pub or restaurant and you ask for a Coke only to be met with the response ‘is Pepsi okay’? Then you try to be clever on your next pub or resturant outing and ask for a Pepsi, only to be met by the response ‘is Coke okay’? Annoying isn’t it? All I want is a soft drink - Coke or Pepsi, I don’t care! Sorry a slight sore point with me as you may have guessed.

This brings me to Coke’s most recent one-up-manship campaign in the US, aimed to get one over on Pepsi. Soft drink brands Coke Vault and Mtn Dew (owned by PepsiCo) are fierce competitors in the US and Coke has just launched a clever campaign called ‘Don’t Dew It’.

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Skittles taste the rainbow and embrace social media in a big way!

Tuesday, March 3rd, 2009

skittlesSkittles The confectionary brand Skittles, owned by the Mars Corporation and famed for its ‘Taste the Rainbow’ advertising slogan has taken a giant leap forward online and embraced social media in a big way with the launch of its new and innovative social media campaign.

The Skittles Social Media Campaign

Skittle’s new social media campaign has taken over their entire website, www.skittles.com. The homepage has been replaced by a twitter feed, which is aggregating together all the tweets mentioning the Skittles brand. We couldn’t resist experimenting with our very own Propellernet tweet.

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