All posts tagged: affinity advantage

Rethinking brand reach in a watching world

Rethinking brand reach in a watching world

We need to move on. That’s my take-out from a piece by Tara Walpert Levy – spotted and brought to my attention by the ever-observant Jeremy Dean. We need to move on from a mind-set based on reach and drop-off, and replace it with one centred on engagement and accumulation. “Historically, our media plans have focused more on exposure and broadcasting than engagement and response …,” writes Levy. “We focused on reaching as large an audience as we could and hoped or planned that of that 100%, we would eventually whittle down to the, call it 5%, of people who actually cared and mattered for our brand. We focused on reach because our ability to measure engagement … was lousy.”

Is it time we called off the search for the purple cow

Is it time we called off the hunt for the purple cow?

For some time now, brands have pursued difference. Spurred on initially by Jack Trout, they’ve positioned, disrupted, innovated … all with that elusive goal in mind. To stand out and stand apart from their competitors. Benefits, positioning, onions, pyramids, strategies … a lot of time and energy has been focused on helping brands achieve difference. Everyone’s been on that quest to become a Purple Cow.

Brands and the power of joy

Brands and the power of joy

From a marketer’s point of view, numbers don’t drive recessions. They may start them. They may justify them. But they don’t actually make them happen. What drives recession in a consumer economy is very much the same thing that drives boom: emotion. When enough people believe in it, it will happen – and that’s because there will be enough people acting in a recessive way for the mindset to become embedded, and for the behaviours to seem logical, sensible, responsible, unavoidable.

What's your brand advocacy strategy

What’s your brand advocacy strategy?

Every brand wants advocates. Little wonder. According to Janessa Mangone, people who actively promote your brand can be 50% more influential than the average customer in helping you secure new sales. So perhaps attracting them is something best not left to chance. As we head into the busy Christmas season, here’s some simple but timely reminders on how to put some wow! in your WOM. 7 ways to motivate your advocates Give them something to talk about – advocates love to share. Release news, ideas, tips, FAQs, case studies, video and reviews that the people who love your brand can enthusiastically share with others. Use email marketing to give them ‘scoops’ that are not released in the general media, and watch your traffic. It’s a simple way to monitor the amplifying effect of your advocates. While companies are increasingly looking at content marketing to bring new people to their brand, it’s easy to overlook the need to keep your current community involved and excited. A comprehensive piece here by Joe Pulizzi on how to attract …

What comes after “No”?

As Seth Godin pointed out recently, “no” actually means all sorts of things. The flipside of a marketplace where branding encourages people to buy for emotive reasons is that brands also need to counter consumers’ rational and irrational reasons not to buy. Or listen. Or act. Or stop acting. Some reasons are based on legacy. Some are convenient. Others stem from ignorance, bias, self-interest, loyalty, limitation, pride or tradition. Some are supported by fact. Many aren’t. The problem for the person or brand making the offer is that none of that matters. The problem that matters is not your opinion of why your buyer won’t buy – it’s the fact that they have this opinion for whatever reason, and they have every reason to keep thinking it until shifted otherwise. As Bruce Turkel pointed out in a telling post this week – “No” is also how some people have to get to “Yes”. And most people want to get there. He makes some great observations: “Because of its incomparable ability to establish terms and boundaries, …