Waarom zou je je klant aan de knoppen zetten?

13 oktober 2006, 10:43

Waarom zou je je klant aan de knoppen zetten?Voor de marketeers die nog moeite hebben hun chefs en/of opdrachtgevers te overtuigen van het nut en de noodzaak van brandgagement, heeft Avenue A’s Pete Stein een handig 1–2–3–tje in elkaar gedraaid:

“Once upon a time, the art and science of marketing was pretty well understood. Brand awareness was built on TV, radio and print. Consumers were a captive audience. If your advertising did its job, and your product delivered on its promises, you won. The internet has changed all of that… or has it?

True, courtesy of the internet, a few things have changed:

  • Consumer experiences are more distributed than ever.
  • Consumers are willing (and able) to engage with your brand much more deeply than before.
  • Consumers will engage in conversations about your brand whether you like it or not.
  • The cost of producing a creative product gets lower every day while new technology makes it easier.
  • So what hasn’t changed? The big idea. Great brands are still inextricably linked to great products that express clear, honest promises. Consumers still vote on those promises with their wallets.

So how do you convey the big idea in this complex new era?

Ironically, it’s simple—hand your brand over to your customer. Invite them to play with your brand and make it their own. Open the door and say “come on in.” With a few simple strategies, you can make your brand more consumer friendly and start reaping the benefits of give and take marketing. You have to do it in order to compete. That’s right. Go native. Release your brand to the wild.

  1. Start with the brand
  2. Know thy customer
  3. Go niche
  4. Let them mix it to their tastes
  5. Embrace evolution—fast!
Carl Mangold
Video Advertising & Content Producer bij Carl Mangold

Carl Mangold produceert video advertising en -content voor online marketing, van concept tot en met oplevering. Én realiseert en optimaliseert het bereik ervan, op basis van in overleg gedefinieerde KPI's. “People around the world are now watching hours of Youtube’s incredible content every single day!” (Cristos Goodrow, Youtube) “We move towards a world where video is at the heart of all our services” (Mark Zuckerberg, 27 juli 2016) “Video is where all of media is headed right now. There is no more valuable piece of property or entity then video in the world of media at all.” (Casey Neistat, 6 sept. 2016)


1 Reactie


    dank voor deze tip Carl, erg interessant

    14 oktober 2006 om 07:53

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