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Direct mail, insert s, and t o so me ext ent , even T V and magazine advert ising. What do all o f t hese t hings have in co mmo n? If you ans we re d, The yre large ly re lics of the pas t," youve won this round. While many olde r forms of adve rtis ing do s urvive in s ome form, the re al he art of conte mporary marke ting lie s in online conte nt s trate gie s , which have the pote ntial to de e ply e ngage followe rs and cre ate unique and loyal re lations hips with gre ate r rapidity and e e ctive ne s s than any othe r me dium. But a s ucce s s ful online marke ting campaign re quire s more than s pe e d typing a thre e line blogpos t. To re ce ive , youve got to give notably, more than your compe titors both in your indus try and in the online s pace . The following 6 cre ative and e ngaging marke ting campaigns are gre at e xample s of how to do jus t that. Le ts take a look for a little ins piration.
Some time s , the be s t tool in your marke ting box is knowle dge . No, not knowle dge about your product, but knowle dge that lls any information and s kills gaps your cus tome rs may have . Thats jus t what s mall bus ine s s ins urance provide r, Simply Bus ine s s , doe s with its Knowle dge & Community Ce nte r, which fe ature s in-de pth re s ource s like this YouTube guide . He re , s mall bus ine s s owne rs can nd guide s and tips to ans we r any numbe r of que s tions and arm the ms e lve s with s kills the y can active ly apply to the ir bus ine s s e s . The YouTube guide is large ly re pre s e ntative of the re s ource ce nte r, providing e xte ns ive re s ource s within this modular, owchart guide , without s acricing functionality or be coming too de ns e . This re s ource ce nte r is notable not jus t for the we alth of he lpful information it provide s , but als o be caus e its cons tructe d around what its cus tome r bas e wants , not what the company wants to impos e on its cus tome rs . This builds trus t and re s pe ct as we ll as an e xpe rtis e re putation, as it will make followe rs fe e l the company re ally knows what s mall bus ine s s e s ne e d. Lesson Learned: Provide your customers with helpful, in-depth resources, and theyll reward you with loyalty, engagement, and evangelism. [Twe e t this ]
What do you do whe n you dis cove r an untappe d marke t of young us e rs , looking for cre ative s timulation? He ad to Twitte r, of cours e . Or at le as t, thats what the e ve r dynamic and e ngaging brand, Sharpie , did with the ir re ce nt Twitte r campaign, which invite d us e rs to s hare the ir cre ative work as we ll as the ir conve rs ations about cre ativity by adding the has htags #s harpie and #uncapwhats ins ide . The company s pre ad the word rs t through promote d twe e ts and the n us e d the has htags to promote the ir e qually e ngaging Ge t Ins pire d" YouTube playlis ts , which fe ature d inte rvie ws with artis ts us ing the brand. Be fore long, the company was gaining 1,000 followe rs pe r day, for a 6-fold incre as e by the e nd of the campaign. Lesson Learned: People want to create; be their excuse to do so [Twe e t this ], whether through a strategic hashtag or a contest calling for user submissions. And for the greatest benets, dont forget to fold these activities into your wider marketing campaigns, a la Sharpies YouTube videos.
Social me dia is a gate way to your cus tome rs , but what lie s on the othe r e nd of that gate is nt always a public re lations s pe cialis ts dre am. No brand knows this be tte r than McDonalds , whos e #McDStorie s Twitte r campaign was me t with wide s pre ad de ris ion online . The ne gative s torie s far outnumbe re d the pos itive one s , with cus tome rs re porting nding nge rnails in the ir food, s e e ing rats in the kitche n, and gaining we ight. That, howe ve r, didnt s top McDonalds Canada from launching a much s avvie r campaign calle d, Our food. Your que s tions ." The conce pt was s imple : Cus tome rs we re allowe d to as k or s e arch for any que s tions , and the company would re s pond as frankly as pos s ible . The campaign was a mas s ive s ucce s s , with thous ands of que s tions s ubmitte d s o far, and a gre at boos t to the companys image . Note that the ke y die re nce he re was that the company dire ctly as ke d for the ir cus tome rs true e xpe rie nce s and re s ponde d in kind, rathe r than twe e ting ove rly nos talgic and cle arly comme rcial twe e ts like , Whe n u make s ome thing w/pride , pe ople can tas te it, - McD potato s upplie r." Lesson Learned: While you may not be able to aord to hire a team of customer service representatives to answer a slew of questions, you can still take the message of transparency to heart. Why not hold an hour long, Reddit style AMA on social media? Alternatively, you could host a regular event on your company blog, like, Your Questions Tuesdays" and tackle one important question at a time. The more you respond to all questions, good or bad, the greater the trust youll build [Twe e t this ].
T he T akeaway
Todays world of marketing brings with it countless new platforms and sources for inspiration. Embracing these tools will allow companies to get creative and reach formerly untappable markets, while also cementing customer loyalty. What will your next creative campaign entail? Let us know in the comments below.