BrandformersIntegrated Brand Marketing Strategies Based on Consumer Engagement

Jon Samsel - Marketing Forum 2010 - Richmond Events - Doral Resort, Miami FL

There is really only one metric that means anything in business: how well you're doing against your competition.

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How well you're doing seems to be fairly straightforward:

Just look at the revenue, right?

But the brand is important too.

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when is a wedding gown just a dress?

and not a Vera Wang?

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and not an Armani?

when is a suit just a suit

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when is a tractor just a tractor

and not a john deere?

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what makes on invisible brand visible?

what makes an invisible brand

visible?7

Sociable

Searchable

Measurable

Actionable

PortableShareable

Brandformers Are Highly

Visible

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question to brand

managers: what is your

click-to-findability

ratio?

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YOUR BRAND IS A DELICATE ECOSYSTEM

Conversations

Empowerment

ExperienceCustomers

Integration

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engagement grid

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try

find

care play

listen

help show

share

give

reciprocity & interactivity are brand amplifiers

When people interactthey are more likely to

transact.

The experience is the brand.12

1.Interactivity is fun2.Engagement is empowering3.Brand recall is higher4.Remarkable experiences are viral5.People buy from brands they love

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CASE STUDY: INTERACTIVE ENGAGEMENT

• Customer participation + real energy savings = loyal brand advocates• TXU brand perception changes to an environmentally aware corporation• Outstanding Achievement Award from the Interactive Media Council

Agency: Creative-Spark.com

Integrated Consumer Engagement

Customer is at the center

Objectives

Goals

Strategies

Tactics 14

Bloggers

G-Technology.com

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Case Study: Integrated Marketing

Results:•Press impressions at 5,318,292•Twitter impressions at 1,693,307•Blog impressions at 2 million•Social Chatter increased by 5x•Positive interaction on all Social Channels•Facebook fans went up 1.5x•Twitter followers went up 2.5x•YouTube unique views at 60,000•$85,181.39* website revenue on G-Technology.com in 10 days

G-Tech by HitachiGoal: Amplify the consumer conversation beyond traditional methods of advertising and events

Agency: LoomisGroup.com

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Integrated Marketing

Customer needs fulfilled

Consistent messaging

Multi-agency cooperation

Traditional & emerging platforms

Streamlined calls-to-action

Tactic inter-dependency

Touchpoint alignment

Equitable channel mix

ROI across the board

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Reengineering Often Required[data, content, technology, platforms & approaches]

Source: New Integrated Marketing, Symmetri

Marketers Feel Overwhelmed

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Know it all.

Do it now.

Brand is sacred.

Resources tight.

Show me ROI.

Test first.

Few standards.

Confusing tools.

Customers gone wild.

Limited skill sets.

Hiring freeze.

Just launch it already.

How to measure?

What to measure?

What's an API?

Benchmark it.

Monitor and then what?

Drive more traffic.

Increase sales.

Interdepartmental silos.

Social + Data is

500x larger

TRADITIONALWEBSITE CONTENT

SOCIAL + DATA

Deep Web ChallengeBrand-generated content

is dwarfed by

conversations and data feeds about your brand.

Source: http://oedb.org/library/college-basics/invisible-web 19

Brands are trying hard to be part of the social conversation.

The rub is, many online communities don't want you there.

Unless you have something of value to offer -- and you can do it in an honest, straightforward and transparent way.

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21Source: Culturecasting by Gunther Sonnenfeld

I Now Pronounce You: MonetizedJK Wedding Entrance Dance Video: Reactive Social Media Strategy

[ UGC + zero development costs + YouTube + 48 million views + zero video streaming bandwidth fees + copyright infringement + Sony monetization via click to buy text ads = bumper payday for YouTube, Sony, and Chris Brown + celebrity status for newly married couple & bridal party ]

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successful brands are about people

[memorable customer stories that connect emotionally]

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24Source: Culturecasting by Gunther Sonnenfeld

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expectations not met get noticed

Brandformer

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