Jamie Hockin, Client Development Director gives us his insight into why social media is not the only medium to create an effective brand experience.
“Anything in particular you want me to write about?” I ask Stan, our Marketing Manager.
“Well I can tell you what not to write about if that helps? Don’t talk about Social media’s influence as there has been a few blogs about that recently” she replies.
So what I want to talk to you about is …Social media. Sorry, Stan.
But not as per previous blogs, no, not that everything must have an online presence, not that consumers are communicating with brands in the social sphere more than ever or even that to get the most out of an experience it must live on social network x or y.
It’s actually the opposite.
There is no denying social media is important, but only when done well, by the right people at the right time. The social media band wagon has got fewer brands on it now and even fewer marketing directors ploughing unthinkable amounts in to social media because it’s what they think they should be doing.
What matters are quality engagements and experiences that affect you in some way and this can live online or offline. There’s no denying I have seen some brilliant social media campaigns recently that really engage, for example the brilliantly simple Dollar Shave Club.
But I have seen a hell of a lot more bad ones. One for example insists, still, on asking people to like their page with the incentive of a free chocolate bar. Work harder for your audience...we expect, and can get, more.
My point is, that what better engagements are there than those that are face to face during a product trial or a full-on immersive experience. We hear through the grapevine that Unilever marketing teams are questioning the logic of shifting big budgets to social media, when the equivalent spent on in-store promotions and experiences can deliver an ROI up to 50% higher.
When creating an experience whether it be for a new fragrance, a new range of ice cream, a new 50 inch TV or even an £800 epilator (NB for guys - apparently it gets rid of hair on woman’s legs) the key is to try and relate the product to your potential consumer in a way that is relevant to them. This always depends on the person, their lifestyle, their finances, a number of factors and you can only tailor the communication to an individual when it is live and in the moment.
In doing so, experiential creates brand loyalty that is meaningful (and therefore tangible in sales) and leaves a lasting impression. No other medium can claim that – not even social media.
Client Development Director
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Related link: Haven't seen the Dollar Shave Club?