Posts Tagged ‘Viral marketing’

ImageAccording to single source studies, 50-70% of advertising effect on propensity to purchase is generated after the first exposure. Each subsequent exposure has a rapidly diminishing return on investment. This is a really scary statistic for any marketer still developing 5-8 plus media plans. So what’s happening?

The answer seems to be that in today’s bite sized, twitter headline world, we’re looking for ‘news’. Once we’ve received it, we are becoming increasingly skilled at shutting out unnecessary repetition.

This insight has potentially a profound impact on how future marketing campaigns should be devised. If news rules and pushing the repeat button on advertising copy is no longer enough, marketers need to start thinking about how they can generate more. How can they build more newsworthiness into the DNA of their products and their communications plans. This will impact NPD processes (think Apple), brand narratives (think Yeo Valley) and brand activities (think Red Bull)

The move to a more news orienatated agenda will also have an impact on the way clients buy services from their agencies. Increasingly, as we do at Good Relations, clients will want Brand Newsrooms set up to support the generation of a constant flow of authentic stories and content, for online and traditional channel consumption.

A ‘Brand News’ strategy requires broad company alignment and support to run effectively. Authenticity is a key component in it’s success. It does however have the potential to enhance the return on investment on traditional marketing plans.


Read Full Post »

What is Brand Advocacy? I read a case study this weekend in Contagious Magazine that provides an answer.
Method , launched in 1999 in the US, makes cleaning products. It’s aim is to take cleaning products from under the sink and put them on the counter top…. making cleaning fun, trendy and importantly “non-toxic”. In summary, to start a fight against all forms of “dirty”.
At launch Method commissioned a designer called Karim Rashid to help shape their offering. The result was a range of highly designed, gentle and nice smelling products that surprised and delighted and complimented any home. This started to create an army of fans for the brand – stage one of any Brand Advocacy approach.

Stage two was activating these advocates. Marketing started with the new  5th P of Marketing the Parent or Corporate brand. The founders of the company “the first people against dirty” asked potential recruits to complete homework assignments answering “what are you going to do to ensure Method continues to receive 1000’s of fan letters”. This practice still continues today. Next, Method built up a community of fan’s (over 5,000 now) who actively help them design products and spread the word through Blogs and “love letters”. Every call the company gets to the customer service team results in that person receiving samples and literature for them and their friends. Initially these callers received free T-Shirts and caps as well.
Today, Method run regular “Detox” (your home) parties with customers, organised through paid regional co-ordinators and have programmes with key influencers groups such as Parent Teacher Associations and even Fashion Journalists – there’s a first for cleaning products!
Put simply, Method have seen their network of advocates (customers, journalists, staff, experts) as far more important than paid for media. They have done everything possible to mobilise these … to help them spread the word. The result has been tremendous growth for the business and a demonstration of the power of brand advocacy.

Read Full Post »

%d bloggers like this: