Marketing | The Brainzooming Group - Part 26 – page 26
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YouTube is ruining Super Bowl advertising!

I wrote that statement during the 2011 Super Bowl along with a few reasons why, but never turned it into a complete blog post. After taking part in Max Utsler’s sports media class at The University of Kansas last week as Max discussed his ongoing research on Super Bowl advertising and after watching this year’s Super Bowl advertising, the pieces I needed to fill out the blog post fell into place.

So let me say it again: “YouTube is ruining Super Bowl advertising.”

What do I mean by that?

As my dad, who spent nearly all his career selling television advertising at a TV station in Hays, KS, is quick to remind me, a good television advertisement has:

  • A simple, understandable message
  • Creative that supports the message
  • Repetition of the message in some manner, either within the ad or through repeated airings
  • Clear information on how to take action on the message

In the days when the only place to see a television ad was on television, advertisers strayed from this formula at their own peril. Successful television advertising routinely delivered on all four – even very memorable Super Bowl ads.

What’s Happening to Super Bowl Advertisements?

Fast forward to the dramatic changes taking place with Super Bowl advertising in the age of big dollars for TV spots and free space on YouTube and other social media channels. Here’s what’s happening:

  • Super Bowl advertisements need to be seen many times online (i.e. on YouTube) after the Super Bowl (and increasingly before) to justify the upfront investment.
  • There’s a presumption (largely true) that people will only invest time to watch Super Bowl ads online that are entertaining.
  • It’s easier to craft a potentially entertaining Super Bowl ad which minimizes the advertiser’s message in favor of heavying up on cinematic storytelling, visual engagement, emotional triggers (humor, lust, drama, etc.), and suspense.
  • The frequent result is a crop of Super Bowl advertising with only tenuous connections to simple, understandable, repeated messages and clear calls to action for Super Bowl advertisers.

Because of these dynamics, we now have a slew of poorly done “television ads” for the Super Bowl that:

As I mentioned in yesterday’s Brainzooming blog post, I received a true appreciation for these disconnects when viewing 2012 Super Bowl advertising with a group of people in a home party setting. Super Bowl advertising which depended on subtlety to carry the day didn’t. That’s why the H&M ad with David Beckham worked; it got its simple message (H&M, David Beckham, Bodywear) across clearly and multiple times in 30 seconds.

But here’s the flipside of YouTube ruining Super Bowl television ads.

The good part of these dynamics is that advertisers are now taking a sponsorship strategy to their Super Bowl investments. This sponsorship strategy link is what clicked for me in Max Utsler’s class the other day at The University of Kansas. Max discussed all the things advertisers are doing to showcase Super Bowl creative as they try to activate their “sponsorships” through multiple channels to maximize the ROI from Super Bowl advertisements.

With a sponsor’s view of the Super Bowl, smart brands are getting the full advantage from their investments. YouTube viewing is an important foundation to these increasingly integrated marketing communications and brand strategies.

As was discussed on #SocialChat last night, there are still many integration opportunities brands aren’t seizing in social media. If H&M had featured a Twitter chat with David Beckham as a follow-on to its commercial, I have a feeling my laptop computer would have been ripped from my hands by some of the women in attendance!

This represents a huge integration opportunity for Super Bowl advertisers next year to go beyond simply asking people to watch their Super Bowl ads online. – Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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You’re all invited join us Super Bowl Sunday for a fun, intimate Twitter chat all about the Super Bowl advertising and everything else going on with the game. By including the hashtag #SBExp in your tweets, you’ll be a part of a great group of marketers and pop culture fans, curated by Jim Joseph, author of “The Experience Effect” and “The Experience Effect for Small Business,” just released this week. While The Brainzooming Group hosted #BZBowl during the past two Super Bowls, we’re putting our energy behind the #SBExp chat for Super Bowl XLVI.

While there are a LOT of Twitter chats, tweeting during a live TV event provides a unique twist since you have a large audience focused on and reacting to the same content. And as almost a sub-chat of the bigger Super Bowl XLVI ad tweeting, #SBExp provides an opportunity to both MEET new people and to actually INTERACT with one another.

Since we hope to attract some new tweeters for Sunday’s #SBExp chat, here are 11 live event Twitter chat tips to make #SBExp more fun and exciting for you (and btw, Jim Joseph, there are some curation tips I’ve learned in here that could be helpful for you too).

11 Tips for a Great #SBExp Chat Experience

1. A Twitter chat isn’t about making pronouncements or simply blasting messages. In a discussion-based Twitter chat, there is typically a moderator asking questions for the the group to react to individually. When you’re chatting about an event, there are probably not going to be planned questions posed. In these cases, watch what other participants are tweeting, answering and responding to others, even if there isn’t a question involved.

2. When it comes to what Twitter platform to use, try Twitterchat.com. Since Twitterchat.com automatically inserts the hashtag for you, it offsets the effects of Number 5 on this list. Tweetdeck (at least the old Tweetdeck) is faster than Hootsuite, and refresh speed is really important if you don’t want to be 5 minutes behind (although expect tweets to be running slowly on Super Bowl Sunday).

3. Keep some tweeting energy in reserve. If you’re really into a live event Twitter chat, you’ll be surprised at how draining tweeting can be. Pace yourself and still be there at the end.

4. Think of a live event Twitter chat as your chance to be a character on MST3K. Find your inner Tom Servo. Be profound, be insightful, be fun, be snarky – and use multiple tweets to be all these things if you need to!

5. Alcohol helps during a Twitter chat. Nuff said.

6. Since so many people are watching the event, it’s more fun to turn your tweets into a running commentary. People aren’t looking for news reporting about what’s going on at the event; they want to hear your ideas.

7. If you’re ever going to be outrageous on Twitter, a live TV event is the time to do it. Outrageousness earns retweets and followers.

8. Think about your spelling, but don’t agonize over your spelling. Get your ideas out there fast. People will usually figure out minor spelling mistakes with no problem.

9. If you’re in a sub-chat (i.e. a focused chat within a bigger event) such as #SBExp, include the hashtag for the bigger event (i.e., #BrandBowl, #SuperBowlAds) in your best tweets. It can attract new people to your group and grow the audience.

10. Follow the people you’re tweeting with during the event. And it’s fine to carry one side conversations while the event is going on. It’s about the event, but it’s also about meeting new people you’ll enjoy tweeting with in the future as well.

11. Even though Twitter chats are silent, they’re actually incredibly loud. Don’t believe it? If you’re really into an event-related chat, try to “hear” people talking around you and process what they’re saying. It sounds odd, but if you experience deafening tweet loudness, you’re not alone.

I know there are more live event Twitter chat tips that should go on this list, so I’ll add to it as they occur to me on Super Bowl Sunday. Remember, get your Super Bowl XLVI advertising, marketing, and popular culture kicks with us Sunday on #SBExp!   – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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3

Too often, an organization signs on for a sponsorship without a clear sponsorship strategy. Sponsorship marketing can produce attention and strong ROI impacts for companies of all sizes, but it takes clear strategy. While it’s easy to pay money to get your company name attached to a sponsorship, that doesn’t mean you have a solid sponsorship strategy to enhance attention and produce a positive ROI for your organization. With the “Building the Gigabit City” project to brainstorm ideas for Google Fiber in Kansas City, The Brainzooming Group employed a non-traditional sponsorship strategy, creating a sponsorship where one didn’t already exist by:

Since our sponsorship strategy was one any company could pursue under the right circumstances, here are five key sponsorship principles to consider in pursuing a similar path:

1. Stand near somebody else’s spotlight

Standing near another party’s spotlight is part of why NASCAR sponsorships work. Since a whole army of media cover the NASCAR racing world, a sponsor doesn’t have to try to get media to show up for the event. There has been considerable coverage for the Google Fiber move into Kansas City. Creating Gigabit City allowed us to stand near the Google Fiber spotlight for a credible reason, even though the event wasn’t an official Google Fiber program. The Google name drew strong media attention for Gigabit City, nevertheless.

2. Create your own sponsorship property

The traditional sponsorship strategy is to pay money to a sponsorable property’s owner (i.e., a sports team, an entertainment venue, a nonprofit event, etc.). With Building the Gigabit City, there was no property to sponsor. Working with Social Media Club of Kansas City (SMCKC), we created the sponsorship property. It takes more work, but it offers the opportunity to shape and mold what you’re investing in to best suit your business objectives.

3. Pursue a sponsorship built around what you do

The storyline for a sponsorship can be difficult to twist back to what your company does when you’re only investing dollars. Instead, look for a way to put what you do in your business at the heart of your sponsorship contribution. By donating our strategic brainstorming services to the Google Fiber in Kansas City event, The Brainzooming Group and our strategy and innovation services were at the heart of the story, providing the opportunity to integrate it more seamlessly into news stories.

4. Don’t ask for permission and don’t even worry about having to ask for forgiveness

Most of the Google Fiber attention in Kansas City appears to be forming with little attention boosting effort from Google. While a traditional move might have been to try doing something directly with Google, we instead created an event related to Google where the natural partner was almost incidental. Providing our brainstorming services pro bono allowed us to start, move quickly, and issue a comprehensive report free to anyone who wants it. Since Building the Gigabit City wasn’t authorized by Google though, we were careful to structure an event that would be neutral at worst to Google and ideally somewhat intriguing.

5. You have to activate a sponsorship to make it worthwhile

Even though our initial “investment” in Building the Gigabit City was in-kind (i.e., providing our services on a pro bono basis to design and implement the brainstorming session), to realize the full benefit we had to get behind the public relations effort. Another partner of The Brainzooming Group, Alex Greenwood, was fundamental in representing our awareness-building and messaging interests among the potential media opportunities to ensure we received attention. That translated into considerable television and radio time, shareable third-party stories, and greater recognition for The Brainzooming Group in Kansas City and within the category.

Learn More Today

We’re extending our Gigabit City sponsorship strategy through other media appearances. I’m on Kelly Scanlon’s radio show on 1510 KCTE AM at 9 am CST, Friday, January 13 to discuss Google Fiber and what it can mean for small businesses in Kansas City and elsewhere. You can listen live on 1510.com.

I also wrote a feature story in the January 2012 edition of The Social Media Monthly magazine on “The Social Side of Speed” about how Google Fiber might impact societal and cultural elements of Kansas City. You can get a printed copy at any Barnes & Noble store, plus check out one of the “Hottest Magazine Launches of 2011” with an online subscription at The Social Media Monthly magazine’s website.

What could you do with your sponsorship strategy?

Does our approach instigate any creative ideas for how you could develop more effective sponsorships? If not, give us a call. We can put our years of sponsorship strategy and implementation experience to work for you to realize your business objectives.  – Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at info@brainzooming.com or call us at 816-509-5320 to learn how we can help you enhance your strategy and implementation efforts.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Last week, we published a list of the top 17 Brainzooming posts from 2011 based on your readership and social sharing. Today’s list represents my personal standout posts from 2011. As usual, my list of favorite Brainzooming blog posts looks nothing like your list, although there are a few list posts even on here! My personal favorite Brainzooming blog posts most often make this list because of what went on behind the scenes. Some posts are included because they worked well; others did not turn out as I had expected, but still were an important part of the year’s content.

1. Who Are the Top 100 People Who Personally Define You? – August 1

For an idea that came from standing in line looking at the magazines at Walmart, this article instigated many reactions from readers. The exercise seems easy enough: list the 100 people who have most defined who you are today. Actually creating the list, however, is more challenging than you would think according to many people I heard from who read the post. I could do some refinement at the fringes of my list, but looking back, my top one hundred are holding up pretty well.

2. 6 Reasons a Brand Manager Wouldn’t Do the Ford “Focus Doug” Campaign – and Why They’d Be Mistaken – September 26

Brainzooming articles are written for many different reasons. This one was written for a client. We had pitched a similar strategic video approach to the client before the Ford Focus Doug campaign was introduced. We simply could not get the sale made, unfortunately, as to why it was the right strategic social networking approach based on the client’s brand objectives. We heard multiple reasons why the strategy didn’t make sense. The client’s six main objectives make up the post along with why each objection was wrong. Beyond seeing how the objections were refuted by Focus Doug, you can also see some really funny videos with an orange puppet. The videos (especially the last one with the boss) are what keep ME coming back to this post on a regular basis.

3. Building the Gigabit City – Brainstorming Google Fiber – November 10

One Gigabit City post had to make my personal top 10. Sponsoring and designing this large session about Google Fiber coming to Kansas City in conjunction with Social Media Club of Kansas City was a quick decision. It was a success, however, for both our organizations and for the Kansas City community by delivering a crowd sourced, open sourced vision for what Kansas City could become in the not too distant future. While the report is unlike anything we’ve prepared before in reflecting so many voices, it is a powerful blueprint for reflecting broad community input. If you haven’t downloaded the free report to take a look at it, I’d encourage you to do so today.

4. Steve Jobs and Anticipating Who Will Change the World – October 13

Nate Riggs has talked to me before about writing certain posts simply to cause a shit storm. That’s what this post was intended to do, but it failed miserably. Maybe I was too subtle. Maybe it should have been about a really charged topic such as Klout. Maybe I was the only person that found a fascinating connection to societal and political debates in the story of a once unwanted child who, given the chance to be born, changed the world.

5. Author John L. Allen, Jr. on Identifying Current Trends – April 29

I’ve known John Allen since high school, well before he became a reporter, author, and CNN analyst. I hadn’t seen him in the 10 years since he was dispatched to Rome with the direction to essentially wait it out until Pope John Paul II passed away. Getting the opportunity to see John speak at The University of Kansas after all those years was a great pleasure. It was equally great to get him on video sharing his lessons for how to crowd source and vet ideas for what trends will really shape the future of the Catholic Church since the lessons apply to any long-term forecasting challenge you may face.

6. 21 Things I Don’t Understand about Social Media – June 17

This article came to life over several years of forming a long list of social media-related frustrations. It was written during a five-hour delay at the San Diego airport while nursing the biggest glass of wine I’ve ever had seen. The need for the wine, I clearly understand. The social media stuff in the post? I still don’t understand most of that!

7. You Never Know Someone’s Private Hell Unless You’re Listening – July 19

When you see a tweet about a TED talk by someone who survived a suicide attempt, you don’t click the link expecting to see someone you know from high school. Yet there was something about the June tweet that told me I HAD to check out the video. Watch the video for yourself. It’s only 5 minutes, and it tells the whole story.

8. 7 Social Media Mistakes You Shouldn’t Be Making in Business-to-Business – June 6

This article represents a new way of extending a social media presentation to provide additional information and value to event attendees. For a B2B oriented social media strategy presentation at the Transportation Marketing and Sales Association conference, I included many examples of transportation and logistics companies doing great in social media. The bad examples? Rather than embarrassing anyone in the session, I removed the names to protect the guilty, wrote the post, and invited attendees to review the article and see if any of the bad examples sounded familiar!

9. Osama Bin Laden Death: Initial Social Media & Strategic Insights – May 1

Despite the serious nature of the subject matter, this post is a personal favorite because it was written unlike any posts I’d ever done for Brainzooming before. First, learning of the rumor of Bin Laden’s death on Twitter, it seemed the perfect opportunity to get an article out there early talking about the communication and social media lessons I the story. I think the first version published within 90 minutes of President Obama’s statement, with several updates later that evening and next morning. The Bin Laden post wasn’t a huge traffic magnet, but it did wind up getting a lot of attention for a Sunday night article on Brainzooming.

What Will 2012 Hold?

Thanks once again for your readership, and I can’t wait to see how our two lists – most viewed posts and my personal favorites – match up for 2012!  – Mike Brown

How can ultra high-speed internet speeds drive innovation? “Building the Gigabit City: Brainzooming a Google Fiber Roadmap,” a free 120-page report, shares 60 business opportunities for driving innovation and hundreds of ideas for education, healthcare, jobs, community activities, and more.  Download this exclusive Google Fiber report sponsored by Social Media Club of Kansas City and The Brainzooming Group addressing how ultra high-speed internet can spur economic development, growth, and improved lifestyles globally. 

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Today’s Brainzooming article comes from San Diego where I’m speaking to the Virtual Edge Summit (#VES12) this afternoon on using “Social Media Strategy to Drive Virtual Events.” This presentation combines two of my favorite strategy topics – events and social media strategy – with content covering how creating a meaningful social media strategy for an event starts when designing the entire event experience – whether virtual or face-to-face.

Since we have a lot to cover in the one-hour presentation at the Virtual Edge Summit, the links below which follow the presentation structure provide additional support information – whether from the Brainzooming website or other reference pieces.

While created for #VES12 attendees, the list is beneficial for anyone who is trying to get the benefits of incorporating social media as a part of an event strategy – whether that’s for a large organization, a small business, nonprofits, or even for your local church, school, or professional group.

Social Media Strategy Basics

Creating Fantastic Content Before, During, and After Your Event

Getting Your Event and Content Noticed

Social Media ROI

Other Resources

– Mike Brown

 

If you’re struggling with determining ROI and evaluating its impacts, download 6 Social Media Metrics You Must Track” today!  This article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating a 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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4

It is beneficial to save ideas you brainstormed but did not use since they may work for someone else or at a later time for you. Today’s post is a great example of this principle where you can save ideas to offer them to someone else later.

I chaired a global market research virtual event for the American Marketing Association in 2010. As part of our virtual event planning, we did a Brainzooming creativity session and brainstormed ideas to take best advantage of our virtual event opportunity. We brainstormed several hundred ideas, many of which were specific social media ideas for how to drive virtual event success.

Flash forward two years, and I will be speaking Monday afternoon at the Virtual Edge Institute 2012 conference on using social media ideas to drive virtual events by growing attendance and creating greater engagement.

Recently, I went back through our final Brainzooming report document from the 2010 American Marketing Association virtual event and identified out this list of 51 social media ideas to drive virtual events.

Many of the social media ideas could apply to any type of event or even other marketing programs. But since it does not make much sense to go through a list of 51 ideas during a presentation, the list is shared for you and all the attendees at the Monday Virtual Edge Institute session (4 pm PDT on Monday, January 9). Please feel free to borrow any of these ideas and adapt them to suit your organization’s purposes. And if you would like to follow along during Monday’s session, be sure to track the Twitter hashtag #VES12!

Attendance Building

1. Create a micro-site for the conference – drive members there via email campaigns

2. Create themed web badges for speakers/sponsors/exhibitors to put on their sites

3. Crowd source a “10 Ways to Sell Your Attendance to Your Boss” list

4. Offer a free association membership for life as a contest give-away

5. Do a weekly give away on social media channels leading up to the conference

6. Extend offers at special times of the day

7. Extend offers for the event on Facebook, Twitter, LinkedIn, etc.

8. Offer a dramatic prize for the 500th registrant for the digital event

9. Sponsor a scholarship program for out of work attendees to participate

10. Provide an offer to digital event attendees to attend future in-person events at a reduced rate

11. Give previous attendees a discount for referrals, plus free attendance for the person who gets the most referrals over some target number

Interactivity

12. Actively build the Twitter following for the event’s Twitter account well in advance of the event

13. Develop a conference / event app

14. Host a monthly, industry-oriented Twitter chat leading up to or kicking off with the digital event

15. Create an event word cloud that evolves over the day

16. Crowd source a “What the future of the industry looks like” video or article

17. Crowd source nominations for annual awards via social networks

18. Crowd source the theme for the next digital event

19. Conduct a pre-event session on how to get more out of the conference through social media

20. Hold a webinar for attendees before the conference on maximizing the value of the digital event experience

21. Have a live viewing session for the digital event in high-density membership areas

22. Have an online interaction area for attendees and speakers

23. Invite industry professionals to share content for the event community website

24. Monitor the event Twitter feed and introduce people to each other

25. Produce the social media content at the event with a team approach

26. Offer an incentive for attendees to blog or live tweet about the conference

27. Provide exclusive digital interactions with speakers at the event

Networking

28. Allow attendees to post resumes and job opportunities in the virtual event

29. Create a buddy / mentoring system for senior and junior people in the industry to reach out to each other, network, and schedule time together at the event

30. Do a virtual speed-networking event

31. Pair people up with similar interests at the conference through a community matching approach

32. Provide different avatar backgrounds for attendees to indicate their interest areas, experience, event objectives, etc.

33. Provide a means to network and pre-schedule meetings with suppliers or clients through a social media platform

Presentations / Content

34. Best rated / most popular breakout sessions (as identified through social media channels) are repeated in a general session

35. Crowd source a final recap presentation by soliciting ideas throughout the meeting via Twitter and other social networks

36. Crowd source session ideas from among social networks

37. Crowd source virtual event word of the day ideas from attendees

38. Host a global panel with Skype/video participation from all over the world

39. Do a session based on crowd sourcing a list of industry predictions that did/didn’t come true

40. Have attendees submit their own 1-2 minute videos that are compiled and shown

41. Have featured presenters doing a running commentary on social networks throughout the event

42. Host a virtual unconference – select a topic during the day of the digital event and discuss it live on Twitter or in an online chat room

43. Let attendees submit “new” content before the conference and the top 3 people get to present for 20 minutes

44. Create an online group to submit conference ideas

45. Post short teaser videos from presenters covering their topics

46. Solicit questions for presenters via social media

47. Win a video camera for the best ideas on how you will use it to create content for the event

Trade Show / Exhibitors

48. Allow exhibitors to put videos of best practices on a conference community site

49. Provide a coaching session for exhibitors on interactive and social media elements of the conference to maximize their business building experience

50. Solicit and provide e-opinions on suppliers

51. Video 2-minute pitches / interviews with exhibitors on the cool things they are doing. Show videos around presentations at general session & prompt attendees to visit the exhibitors

And what other social media ideas do you have?

What other social media ideas would you add to the list to driver virtual events? Please share them in the comments! If you’re at the Virtual Edge Institute (#VES12) in San Diego next week, please stop by and attend my Monday afternoon session!  – Mike Brown

 

If you’re struggling with determining ROI and evaluating its impacts, download 6 Social Media Metrics You Must Track” today!  This article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating a 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Ever since the marcus evans B2B Summit in Colorado Springs in early November, I have been carrying around the list of all my tweets from the B2B Summit in my blogging notebook. Beyond the 20 strategic planning questions post the tweets prompted, there were a variety of brand experience, customer, and content marketing challenges issued worth sharing as we all think through what is ahead for 2012. The marketing challenges came from B2B Summit speakers:

Here are 10 marketing challenges to review where you stand now and where you want to prioritize your efforts for 2012.

Brand Experience

  • Great brands put every single employee through brand training. They build an almost religious fervor over the delivering the brand experience flawlessly. (Atul Vohra)
  • The brand should be the filter for every decision an organization makes. You have to invest enough time on your brand, because with advances in every other part of the world, branding is the only advantage Western countries still have. (Atul Vohra)
  • You have to rethink the purchase experience for your brand in light of Amazon setting the bar with its one-fee, unlimited two-day shipping and no-hassle product return policy. Amazon has made every purchase an impulse buy, with ripple implications you can’t ignore. (Mitch Joel)

Customer Targeting

  • If you’re in B2B, you have to make sure you’re paying attention to the fact human beings are at the heart of B2B. A warm body signs the contract. (Atul Vohra)
  • Target your messages to the right audience. Wasting your message on people who don’t care simply damages your credibility. (Michael P. Guillory)
  • In a world with young children growing up without keyboards and mice, you have to re-imagine the entire use experience for the youngest consumers. (Mitch Joel)

Content Marketing

  • Re-think every page of your website as if it were your homepage, because since Google is where people are going to find you, that’s exactly what every website page effectively is. (Mitch Joel)
  • Content marketing can’t be an afterthought if it’s going to be effective in growing your business. It has to be process-based, include clear next steps on every piece of content, and include metrics throughout. (Curt Porritt)
  • Don’t satisfy yourself with generalized content for your audiences. The best content marketers are using personas and creating content for each one – or even creating content platforms targeted at each persona. (Joe Pulizzi)
  • For each piece of content you create, look for 10 ways to repackage and market it. Start with individual blog posts and grow them into a book. (Joe Pulizzi)
There are several of those marketing challenges we’re thinking about how we’re addressing in 2012, especially on content marketing.  We’re looking at website changes and more effective delivery of content from The Brainzooming Group to you and other new audiences.
What are the top marketing challenges you’re facing for 2012? There’s a comment space below to share them, if you’d like some input on them! – Mike Brown

 

If you’re struggling with determining ROI and evaluating its impacts, download “6 Social Media Metrics You Must Track” today!  This innovative article provides a concise, strategic view of the numbers and stories that matter in shaping, implementing, and evaluating your strategy. You’ll learn lessons about when to address measurement strategy, identifying overlooked ROI opportunities, and creating an innovative 6-metric dashboard. Download Your Free Copy of “6 Social Media Metrics You Must Track!”

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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