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Creating Content That Turns Heads: Customer Acquisition through Content Marketing

We’ve all heard the saying, “Content is king” but, is this a played out, irrelevant concept?  No, no it’s not.

Content is King

In a recent blog post I wrote for Pacific Bridge Marketing, I cover three fundamentals for writing content that can be used for effective content marketing.

Read the full article here to learn more.

 
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Posted by on June 3, 2013 in New Media

 

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Building Personal Brand Equity on LinkedIn: What Today’s Digital Networkers Should Avoid

Building Personal Brand Equity on LinkedIn: What Today’s Digital Networkers Should Avoid

I recently wrote a blog post for Pacific Bridge Marketing out of the Washington, D.C. area in which I discussed 10 things that people using LinkedIn to build their own personal brand equity should avoid doing.

What we do and say online can impact what others think of us.  If we as professionals don’t conduct ourselves correctly online, especially on social media sites, we could miss out on job opportunities and promotions or in the worst case scenario, lose our job.  Building our personal brand equity is a process and requires that we know how to use online tools like LinkedIn correctly.

Below are a handful of the things we should avoid doing on LinkedIn specifically in order to correctly build our personal brand equity:

  • Inappropriate Connection Requests
  • Being a Spammer
  • Posting Uneducated Updates or Comments
  • Having Generic Recommendations
  • Making Last-Minute Connections

Read the full article here to learn more.

More on personal branding and building personal brand equity here.

Happy Linking!

 
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Posted by on March 7, 2013 in New Media

 

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Tough Marketing in a Down Economy? Target Minority Groups

It’s wise to continue to market in a down economy.  Doing so will grow your brand while others shrink.  A study that was performed during the recession of 1989-1991 showed that companies who increased their advertising grew by 15% to 70% during the recession while their competitors, who cut back on advertising, experienced a drop in sales that ranged from 26% to 64%.  There’s no reason businesses can’t benefit from marketing during our current recession.

Marketing to minorities specifically is wise in a down economy because it seems a brand will get more bang for their advertising buck.  For example, one study showed that Asians, African Americans and Hispanics all view the media (specifically TV, radio, newspapers, magazines, and the Internet) as more influential in their purchase decisions than the Non-Hispanic White market does.  This means that it’s more effective to target one of these minority groups than it would be to target the general market during a down economy.

The same study as above showed that “African Americans and Hispanics have a more positive attitude toward advertising and marketing than Asians and Non-Hispanic Whites.”  Thus, not only do the 3 largest minority groups in the U.S. allow the media to influence their purchase decisions more than the general market, but 2 of them think positively about the advertising they’re seeing.  By focusing on consumer groups who think positively about advertising, you eliminate the common disdain that most people feel for advertising which will allow your marketing message to get through easier.  Trying to overcome the majority’s negative perception of advertising is a major hurdle that seemingly doesn’t need to be jumped when targeting 2 major minority groups.

One industry that comes to mind that should definitely focus on multicultural marketing is the cell phone industry.  It’s a constantly evolving industry and one that touches nearly everyone’s lives.  Cell phones are tethered to nearly every Americans hand these days.

This industry should specifically target African Americans and Hispanics primarily because of their affinity for technology.  Regarding cell phone technology specifically, 44% of African American and Latino adults are smartphone owners, where only 30% of non-Hispanic whites are.  And both African Americans and Hispanics are more likely than their non-Hispanic white counterparts to use their cell phones for things other than making phone calls such as using the internet, playing games, or viewing multimedia content.  Minority groups are avid cell phone users.

The cell phone industry should also target African Americans and Hispanics because of their strong family values.  It’s likely that if a group places a lot of value on their family connections, they would also place a lot of value on communicating with them.  Cell phone companies can use this angle to show features of the phones that can enable its user to communicate in various ways with their family members.

 
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Posted by on October 12, 2012 in New Media

 

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How to Find a Job Through LinkedIn

LinkedIn logoI recently wrote a blog post for Pacific Bridge Marketing out of Washington, D.C..  In it, I explained how to find a job through LinkedIn, one of the most powerful career networking sites available to date.  I listed over 20 ways that the site can be used for this purpose, making it what seems to be the most comprehensive resource for this specific endeavor through this particular site.

The post is broken down into 4 sections, each of which is a different way to make the site help you find a job.  They are:

  • Making Your Profile Searchable
  • Making Your Profile Engaging
  • Making the Site Work for You
  • Putting in Your Time

You can choose how much you want LinkedIn to help you in your search by how many or how few of the techniques in each section you apply.

Check it out here.

Good luck on the job hunt!

 
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Posted by on July 18, 2012 in New Media

 

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Marketing by Word of Mouth? – Finding the Right People to Spread the Word is Crucial

Online word-of-mouthWhat’s the main reason we as marketers use social media platforms?  To get people to talk about our brands right?  We want them to talk about our brands because word-of-mouth is such a powerful source of influence on purchase decisions.  In fact, word-of-mouth is the number 1 source of information that influences purchase decisions; more so than websites and customer reviews according to a report from Experian.

With word-of-mouth being such an important marketing tool, it’s important to know who will be the most likely to provide the most influential word-of-mouth through social channels.  According to Josh Bernoff, vice president of Forrester Research, people use social media differently, and therefore some will be more likely to spread the word about your brand than others.  The labeling of different classes of social media users Bernoff calls “Social Technographics” which relates to ones demographics and psychographics.

There are 6 different technographic classes; going from those who are the most active users of social media at the top of the list to those who are the least active on the bottom:

  • Creators – They publish their own blogs and web pages; upload their own video and audio content; write their own articles etc.
  • Critics – They post product reviews and ratings; comment on others blogs; contribute on forum’s etc.
  • Collectors – They vote, “share,” “retweet,” “like” or “favorite;” they use RSS feeds; they tag web pages etc.
  • Joiners – They have joined social networks and social media sites and maintain their profile and visit them often.
  • Spectators – They read, watch and listen, but don’t contribute to the conversation.
  • Inactives – They have social profiles but don’t do any of the above.

Targeting the “creators,” critics” and “collectors” is usually your best bet for spreading word-of-mouth about your brand.  But how do you know who they are?  Forrester Research was kind enough to make the tool below to help you find out.  First click the image to go to the tools web page, then simply select the age range, country and gender of your target audience and the tool will show you what percentage of them are “creators,” critics,” “collectors” etc.  You’ll be able to see which technographic profiles should be targeted in order to use them to reach that specific age group and gender.

Forrester's Social Technographics Tool

This tool gives you a high level view of who your influentials are based on their technographic profile.  Now all you have to do is figure out which social media platforms to engage them through to get them talking.  This is a different topic in and of its self though.  (I’ll give you a clue; a good place to start is Quantcast.com).

Word of mouth is powerful if you can find those who are willing to talk.  This tool is a great place to start looking.

 
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Posted by on June 21, 2012 in New Media

 

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Facebook vs. Twitter – Which is Better for Marketing?

social-marketing-twitter-vs-facebookBusinesses of all kinds are jumping onto social networking platforms like Facebook and Twitter these days.  Even funeral homes!  (Not really sure what they would be posting about – don’t think I want to know.)  It makes sense though because social sites are where we spend a lot of our online time these days.

If you’re a business, you need to think of your marketing goals and objectives first before choosing a platform.  Some may be better for your organizations needs than others regardless of how many potential consumers are found on them.  This is because they all have their advantages and disadvantages.  Regarding Facebook and Twitter specifically, you’ll see that many of Facebook’s advantages are Twitter’s disadvantages and vice versa.

Facebook’s Advantages and Twitters Disadvantages

There are 4 main advantages to using Facebook for marketing.  First, Facebook’s sheer number of users.  Facebook has 901 million monthly active users where Twitter only has 140 million monthly active users (“active” being the key word here).  Facebook can obviously give a company access to more potential customers.  Also, the more people a company can access through a sharing system like Facebook, the more potential word-of-mouth about the brand.

Second, Facebook is now the most popular social networking site in the world.  Based on an annual study of 136 countries regarding social network usage, Facebook is the dominant social network in 127 of them.  Facebook’s 901 million active users aren’t solely in the U.S. and a few other countries; they are in 127 different countries!  This may not matter for many small to medium sized businesses who may only work locally but for those international companies, Facebook can be a one stop shop for reaching all their markets.  Twitter doesn’t have the international reach that Facebook does.

Where social networks are used in the world

Third, the frequency with which Facebook’s user’s login.  Forty-one percent of Facebook users log in daily where only 27% of Twitter users do.  The more often a user logs in, the more potential they have to be exposed to your brands message.  The more often they’re exposed to your brands message, the more likely they are to take action on it (buy, donate, volunteer etc.)

The fourth main advantage of Facebook for marketing and Twitter’s fourth disadvantage is based in Facebook’s unrivaled ability to increase interactivity with consumers.  Both Facebook and Twitter offer the ability to include videos and photos in ones posts but Facebook also offers quizzes, polls, games and other means of interactivity.  Interactivity increases the time that a user spends with a brand and their brand message.  Many of these tools can also be very sharable which can make them viral and push the brand message further than the brand could by itself.

Twitter’s Advantages and Facebook’s Disadvantages

There are also 4 main advantages to using Twitter for marketingFirst, Twitter followers are more likely to buy from the brands they follow.  Sixty-seven percent of Twitter followers will buy from the brands they follow where only 51% of Facebook fans will.  Isn’t this one of the main reason a company would use social networks? – To have people buy their offerings?  Twitter gets things sold it seems.

Second, Twitter followers are more willing to recommend the brands they follow.  Thirty-three percent of Twitter followers regularly recommend the brands they follow to friends where only 21% of Facebook fans do.  There’s nothing better for a brand than having perpetual access to a large group of active brand advocates who actually sought your brand out (more on this next).

Third, Twitter is more of a “pull” medium where a brands followers are the ones that are likely to seek them out and initiate a conversation.  Brands on Facebook on the other hand usually have to use “push” marketing tactics where they make third-party offers to obtain fans.  An example of this is when Bing employed Zynga to offer “Farm Cash” rewards to “FarmVille” fans to entice them to become Bing’s fans.  Pull is always better than push as pull means the consumer sought your company or brand out on their own.  This means they’re already interested.  Push marketing requires the brand to “push” an offer or ad in front of the consumer to get them interested.  This can degrade the value of that base, since the offer is disconnected from the brand.

The fourth main advantage of Twitter for marketing and Facebook’s fourth disadvantage is that tweets get more clicks.  Tweets with embedded links get 19 clicks on average while Facebook’s shared links only get 3 clicks on average.  Clicking is interactivity; clicking can lead to viral sharing; clicking can lead to sales.

Privacy Issues

There are many ways that Facebook and Twitter can infringe on one’s privacy.  Here are 2 main ones.  First, a branded message can be imposed on you unwillingly.  On Facebook, not only are we forced to see ads in the sidebar but at times, a friend who may be a fan of a brand will respond to one of the brands posts which will then be shown on your wall.  The same happens on Twitter.

Second, games, quizzes external widgets and other websites that allow you to sign into their site with your Facebook account, though they may notify you of the information they will be seeing, sharing and storing, they are forcing you to choose between privacy and using these entertaining and handy features.  The word “choose” is key.  We “choose” to give up our privacy but it’s the fact that we must give it up to use these features that makes privacy an issue.

Though Twitter doesn’t have games and quizzes, they still give access to their users private information if the user wants to use the tools mentioned above like Facebook does.  Facebook offers some privacy controls that may deal with this but many users don’t enable them or they’re hard to find or the wording is skewed so they don’t understand how the control works.

Social networks are gaining users by the minute, so the pressure to use one is mounting.  Although, depending on your business, you may not need to use one.  If you choose to do so, be sure to choose the right one for your needs.

 
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Posted by on May 4, 2012 in New Media

 

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Using the Right Website Design Questionnaire?

Bad website design

The average visitor to your website will leave within 5 seconds if they can’t readily discern what you’re offering and how they’ll benefit from it.  I know…internet users are a fickle bunch.

I’m sorry to say that I’m one of these “leavers” who increases a sites bounce rate, or the number of people who leave a site before clicking anything else.  But, you probably are too.  We can’t help it though!  With almost innumerable sites at our fingertips, there’s no way that we’ll spend extra time reading all the text on a site and clicking through its various menu options to figure out what it wants from us and why.

Why does this happen though?  What causes people to “bounce?”  They bounce because the site’s designed wrong.  How is the site designed wrong?  The designer didn’t ask the right questions at the onset of the project.  The site needs to be built right because behind word-of-mouth, websites are the second most influential means to guiding purchase decisions.

Are we talking questions about layout, ease of navigation etc.?  Yes, but has website formatting alone ever made you want to look into a product and buy it?  Doubtful.  Various formatting issues will definitely push a visitor away but fixing those issues won’t always make them stay and buy either.

Products, services etc. are purchased because their benefits speak to their target audience on both a rational level (“This stain remover works 5 times faster than the competition”) and an emotional level (“This stain remover will save you from those embarrassing moments when everyone’s staring at that nasty stain on your shirt from that raging party you went to  last weekend”).  In order to convey both rational and emotional benefits of a brand, the web designer needs to ask questions about the brand to get to know those rational and emotional benefits.  The designer then needs to ask questions about the target audience in order to figure out how to convey those rational and emotional benefits to them in a way they will connect with them.

What Questions need to be Asked Then?

That’s a good question.  Some web designers do in fact ask the right questions while some do not.  Below is a list of links to some of the most thorough site design questionnaires I’ve seen.  Study them; compile your own list; use them in-house or give them to your contracted site designer.  You’ll notice there are far more questions about your brand, its purpose, its competition, the feelings the site should exude and elicit, the demographics and lifestyles of the brands target audience rather than how the site should be laid out and how navigation should function.

ClearLeft Ltd. website design questionnaire

Martha Retallick website design questionnaire

This last link provides a website questionnaire that seems thorough but almost completely lacks any questions about the brand or its target audience.  This is what not to do.

Riverside Media Group website design questionnaire

What Design Elements Convey Rational and Emotional Appeals?

Once the web designer has asked all the right questions about the brands rational and emotional sides, it’s time to figure out the best ways to convey them so the site visitor connects with them and gets drawn into the website and its offer.  The only way to do so is through using both images and textual elements, or as we will call them, “visuals and verbals.”  But how do you select the right visuals and verbals to convey a brands rational and emotional appeals?

The visuals and verbals a brand employs in its communications should always convey its lifestyle, personality and voice.  This is because often times, these are the aspects of a brand that act as rational and emotional appeals that connect with the consumer.

Sprite spark adRegarding visuals, the models used; their facial expressions; the lighting in the image; the clothing the models wear; the location of the shot and how the product is used in the image (if included) all convey the lifestyle, personality and voice of the brand.  If you saw an ad with a man in ragged clothing, crouching over a toilet throwing up while holding a bottle of Sprite, the lifestyle, personality and voice you hold in your mind about the brand would be completely different than if you saw the image to the left.  Would such imagery appeal to the consumers rational and emotional sides?  Would they feel that it is a logical choice to go with Sprite as their beverage of choice because of the lifestyle and personality portrayed here?  Would the imagery make them feel excited about and happy to try the brand?  No, on all accounts.  Visually convey the right lifestyle, personality and voice in order to convey the right rational and emotional appeals for going with your product.

The same goes for verbals.  The font type; word choice; how the text is arranged and where the text is placed all work to convey the right lifestyle, personality and voice for the brand.  If the font type doesn’t match the personality and voice of the brand, the message can be off.  Consider what the consumers brand perception would be if the World Wrestling Federation began utilizing a font with a bunch of artsy scrolling to it rather than a blocky, bold font.

Word choice is obvious.  Would Disney have ever risen to be the largest purveyor of entertainment if their slogan was “The World of Disney” rather than “The Magical World of Disney?”  Based on word choice alone, without the word “magical” in the slogan, the Disney lifestyle would be indiscernible, it would have no personality and its voice would be ineffectual.  Based on word choice alone, it would have no way of conveying the rational and emotional appeals of its brand.

“The Magical World of Disney” slogan immediately conveys a rational and emotional appeal to the reader.  “Magical” conveys a rational benefit of Disney; its capability to provide something you can’t find anywhere else, something that is better than other amusement parks.  “Magical” is an emotional word as well that elicits a sense of curiosity and excitement in the reader.

Of course, no one stops to analyze a brands visuals and verbals when they arrive on their website to see if they appeal to them in a rational and emotional manner.  Only marketing guys like me do.  A brands appeal is often discerned subconsciously.  This is why relevant visuals and verbals need to be placed in every marketing communication piece.  Without them, the brand won’t be able to build an understanding of how it fulfills rational and emotional needs in the consumer and thus the consumer won’t stick around on your site to try and figure it out.

There’s a lot that goes into designing an effective website.  Visuals and verbals aren’t the only thing that will keep a site visitor from leaving too soon but they certainly won’t scare them off if created properly.

 

Related articles

9 Tips for Brand Building with Web Design

Stop Designing Aesthetics, Start Designing Emotions

21 Factors that Influence the Perception of your Website’s Visitors

 
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Posted by on April 17, 2012 in New Media

 

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The Difference Between PC and Mac Users [Infographic]

Are you a Mac or a PC?  Probably both huh?

This infographic is one of my favorites.  Why?  Because of the depth of knowledge it gives the marketer about each type of consumer.  You would think that since both products are tech based that there would be some similarities between PC and Mac users.  According to this, there aren’t any similarities.  But we know that isn’t completely true.  There is overlap in any market, especially in the PC/Mac market because of the sheer popularity of Apple devices these days.  How many people own a PC like me but also own an Apple device like an iPhone, iPad or iPod?  Many of us.  Thanks to the popularity of Apple, the lines are beginning to blur between what constitutes a PC user and an Apple user.  Previously each had very distinct lifestyles, interests, purchasing trends etc.  Not so much anymore.  Aspects of the Apple lifestyle are now being adopted by the PC user/Android/Windows phone user.

The info in this infographic will allow the marketer to know what makes each type of consumer tick and how to make a product or advertisement that will appeal to their common interests.  It will help them know which media formats will help them best connect with these consumers.

 

PC users vs. Mac users

 
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Posted by on March 27, 2012 in New Media

 

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What I learned about marketing from Mindy Kaling

Is Everyone Hanging Out Without Me? (And Other Concerns)This is a guest post by Julie A. Novak, author of the blog Moving Target Media.

I just finished reading Mindy Kaling’s first book Is Everyone Hanging Out Without Me? (And Other Concerns). I had been looking forward to reading it, anxiously awaiting my turn in the library wait list. I like to read a book before I decide whether to add it to my permanent collection. Kaling’s book made the cut, if only for the back cover photo. It never gets old. But more on that in a minute.

Kaling is an Emmy-nominated writer and actress on NBC’s The Office. She is young, hip and humorous. Her comedy is self-deprecating and observant. It’s not a hard sell, really. Yet Kaling eagerly approached her book launch with smart strategy, combining social media, signings and TV appearances to create anticipation. It lived up to the humor she promised and I could have broken my library admissions rule without regret.

Here’s what she did best, and why it worked:

  1. She plays to her crowd. Kaling knows her audience and what makes them tick. She observes others for creative material and shares her comedic insights about current events, fashion and behind-the-scenes moments from The Office. Her content is fresh, updated frequently and interesting. Perhaps most importantly, she regularly responds to fans, giving them a personalized, interactive experience on Twitter, Facebook and her blog.
  2. She stays true to her personality. If you’ve ever watched The Office, you know Kaling’s funny. But she consistently leverages her unique voice and perspective across platforms in different ways. Fans identify with Kaling because she lets her true colors show on air and online.
  3. She is not afraid to laugh at herself. This is where that back cover photo comes in. It’s both a lovely and horrible reminder of the horrifying experience of childhood and adolescence. It works for Kaling. But I don’t think my dorked out seventh grade photo – braces, adolescent chub and poofy bangs included – would have the same effect on increasing the readership of my blog. You be the judge.
 
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Posted by on March 21, 2012 in New Media

 

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Making Powerful Connections with Consumers Online

Connecting-customersThe bottom line mission of any brand is to build lasting relationships with their customers.  Is there really anything else a company wants than to have repeat business from loyal customers?  There are 2 reasons for building lasting relationships: 1) A lasting relationship is more profitable than beginning a new one and 2) a lasting relationship is how brand equity is built.  Brand equity is the intangible value that a brand holds in the mind of the consumer.  A brands equity depends on 2 things: 1) how aware the consumer is of the brand and 2) how positive the consumer is about what they know about the brand as perceived by its image, identity etc.  If a brand is able to build a lasting relationship with a customer, the customer will end up being very aware of the brand and will usually hold a positive perception of the brand.  The more relationships of this nature the higher the brand equity.

Building a lasting relationship requires the brand to offer a message and a product or service that the consumer identifies with; a message and product that inspires or reflects their lifestyle.  In order to inspire or reflect the lifestyle of the consumer, the brand itself has to live the same lifestyle.  Conveying a brands lifestyle is primarily done through its voice and corresponding visuals.  A brands voice and visuals work to convey a brands character, image and identity, which are the outward expression of a brands lifestyle.

What is voice and how is it established?  Brand voice is exactly as it seems.  It’s what the brand sounds like in written form and even spoken form.  To establish a brands voice 4 things need to be considered:

  1. What is the character or persona of the brand?  Is the brand friendly, warm, playful, professional, or…?
  2. What is the tone that the brand should have in its written and verbal communications?  Should the tone be personal, honest, scientific, humble, or…?
  3. What type of language should the brand use in its communications?  Is its language complex, serious, simple, fun, whimsical, or…?
  4. What is the purpose of your brands communications?  Is the purpose of the brands communications to engage, entertain, inform, educate, or…?

Visuals, like voice are a powerful means to conveying a brands lifestyle to the consumer.  Visuals can be even more powerful than voice though because they are an embodiment of the brands voice; they show what the voice wants to say.  It can be very effective to show what the brand wants to say even before the consumer reads what it wants to say.  This is why some ads that employ the right visual content are more effective than those that rely more so or solely on verbal content.

Take for example Dave Thomas, founder of Wendy’s hamburger restaurants.  There is a reason he starred in nearly every Wendy’s commercial up until his passing.  Dave Thomas was a visual representation of the voice of Wendy’s.  He was a friendly character (character) that was honest and personal (tone), who spoke simply (language) to educate (purpose) the consumer about Wendy’s.  Below is a Wendy’s commercial with Dave Thomas to illustrate the point.

 

The most effective way to demonstrate a brands lifestyle to its target audience in an attempt to build a lasting relationship with them is to place ads that use both the brands voice and visuals in the places the target audience spends its time.  What types of media does the average consumer consume these days? According to a 2011 study, 56.5% of the media used by 5 different generations (Baby Boomers, Generation X, Adult Millennials, Teen Millennials and iGen) is offline media.  This includes radio, movies on a TV, TV, console games, personal media players, newspapers, magazines, books and music that is not on a radio.  The other 43.5% of media used is online media.  This includes news and information, Facebook, entertainment, videos, games and shopping.  This information concludes that using offline media would be the most effective for getting a brands message across because of reach, but which type of media is more involving in order to draw the consumer in and have them spend more time with the brand in order to be more influenced by its message, offline or online media?

It’s been said that online media, specifically new media such as websites, social networks, blogs, microblogging platforms, and mobile apps allow both the brand and the consumer a literal voice in a media cluttered world.  These tactics allow a brand to more fully demonstrate their voice and employ the use of strategic visuals as well as converse about the brand with the consumer directly, all of which allows the brand to become more live, personal and human in the eyes of the consumer.  By being more human the brand is more relatable and relevant to the consumer.  Being more relatable and relevant gives the consumer a reason to spend more time with the brand online and be affected by its message more frequently, likely leading to action on their part.  In essence, the brand can more easily convey the lifestyle it’s trying to create or reflect through online media.

A company that excels in the use of new media to create lasting relationships with its customers is Threadless.comThreadless is an innovator in t-shirt marketing and sales.  The company mainly makes trendy and quirky t-shirts whose designs are 100% crowdsourced from a large group of loyal designers who are also their loyal customers.  All of the designs are submitted by the consumer and all of the shirts sold on Threadless.com are there because the consumer voted to have them there.

Threadless is essentially a maker of makers; a creator of creators.  It’s a company that wants to consistently offer something new and unique and its patrons are the same in that they want to create what’s new and unique.  Both the designers and the voters end up creating the new and unique stuff that Threadless ends up selling.  This 100% crowdsourcing model is what helps perpetuate the Threadless lifestyle and the corresponding lifestyle of the consumer.

How does new media come into play in selling the Threadless lifestyle?  The only physical presence Threadless has is a single storefront in Chicago.  The company solely uses new media to spread its voice and associated visuals (the visuals are mainly pictures of the newest trendy and quirky shirt designs).  They have an online forum for designers and fans alike to connect; a blog that covers news and happenings at Threadless, a YouTube channel featuring news and funny employee and designer videos and social networking site such as Google+, Twitter and of course Facebook, all of which are used to promote the opportunity to submit designs and vote on them.  Most of these tactics are the best available for conveying a brands voice and including appropriate visual content which as mentioned previously helps in conveying a brands lifestyle.

For Threadless, the lifestyle they sell, sells the products more than the products sell the lifestyle.  This is because the consumer gets to have a say in what Threadless creates.  By being part of the creating of Threadless’s inventory, Threadless can almost be sure that the consumers who made the designs or voted on them will also buy the t-shirt they voted on or designed.  The creation process created the consumption.

Although the products themselves could in fact sell the Threadless lifestyle, it’s probably less likely because it’s less likely that a person who doesn’t know how to design will end up designing a shirt after they buy one from Threadless (becoming a maker or creator because of the product they bought).

 
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Posted by on March 14, 2012 in New Media

 

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