Posts Tagged ‘Web
Bringing a Slogan to Life!
Bring your slogan to life.
That’s usually easier said than done…
I had the opportunity to see a very well executed example of such this weekend – the Red Bull Air Race.
Red Bull Gives You Wings
What’s a better event to bring this to life than an air race?
However, finding the right event is only one small step toward success. The devil, as always, is in the details.
Red Bull had free sampling, of course. But true to its “cool” equity, it’s handed out by uniformed Red Bull Girls. In it’s free sample tent introducing it’s new product, it was set up as a cool lounge with DJ to complete.
Branding and promotion carried onto merchandising at the event’s gift shop.
Of course, at the end of the day, Red Bull is as much a daytime drink as it is a nighttime drink. Therefore, to round out the event, it sponsored an after-party at the nightclub in town.
But, in this day and age, these were not enough. Red Bull also had an iPhone app to make sure it continuously engage its core demographics.
So, what have you done lately to bring your slogan to life?
Potential Brand Advocates
It’s no secret that I’m a reality show junkie… This guilty pleasure of mine includes watching the Real Housewife of New York City.
Tonight’s episode was filled with various charity events, and I thought it was brilliant that these non-profits are getting some free publicity. But one example I wanted to point out specifically: Children of the World.
One of the characters previously (off the show) bid on a couture dress for the charity. The show showed the fitting of this couture dress. Off the show, the character wore the dress to an opera opening and was photographed doing so. That photograph had since been used in the tabloids for stories associated with that particular character.
Now, I am not sure that the non-profit did so on purpose. After all, they may not had any direct control over what the character would bid on. However, it shows that sometimes making such a connection could be so helpful to a brand. If you could identify a potential brand advocate, you should do what you could to persuade him/her to actually become one. One thing may lead to another, and that could very well take your brand to a new level.
The interesting thing is that potential brand advocates are everywhere, and yet marketers ignore them everyday. How well do you know your end consumer? Who are they? Any of them an influencer, such as an on-screen personality? Do you even know? Have you thought about how to growth this influence base and how to leverage this influence base? This could be the best marketing spend ever!
Photo Credit: Gawker.com
Don’t just flirt! Follow through!
Caught a great post off of The Viral Garden.
Social Media ain’t about one-night stands, it’s about relationships
This is something that my organization has problems with as well. Every campaign, every effort needs to be part of a whole branding initiative. However, too often, we come across an awesome idea. Implement it. Move onto the next awesome idea. The end result: Not realizing the potential of any one campaign. Which is a shame…
This post on The Viral Garden gave a few example of companies who engaged the consumers via social media, but did not follow through. And the lesson was it’s better to ignore the consumers than to flirt with them THEN ignore them… Of course, the ideal is to not ignore them at all 
Jeannie Chan is a Brand Manager for a Fortune 500 consumer goods company. She considers herself a marketer, a traveler, and a foodie. Jeanne lives in NYC. 
