Create movements, not campaigns

on Sunday, September 20, 2009

Where ever you look these days a similar trend is seen:

- Mediocre products
- Undifferentiated benefits
- Poor media placements
- Little or no ROI

So, you have to ask the question: why are brands still creating short term campaigns that give no benefit to their brand in the long term? The simple answer is to make quick bucks. In an environment where customers are more savvy, media tolerant and after the best deal, outwards campaigns do little or nothing to gain their loyalty. Brands need to create movements not campaigns. Loyalty cannot simply be achieved by short term tactics, strategies need to be created and implemented focusing on the customers core needs.

The best approach to this is using a multi channel strategy. Find the idea and then apply it across the mix. The one thing to bear in mind is, the mix doesn’t simply mean paste your message everywhere you can! Find out where your customers “hang out”, if it’s YouTube create video content, if it’s facebook, create facebook applications. Simply bombarding customers with your message isn’t the solution. As you can see from these examples, interaction is king. Let your customers do the talking and by all means join in, word of mouth is still the strongest form of advertising and this will create momentum for your brand. Brand building doesn’t happen with one campaign, it’s a continued effort, connecting with your customers on many platforms and not pushing the hard sale.