Remember the good ‘ol days? Say maybe five years ago? Way back then you could make a good product, put it up for sale, do some reasonably intelligent marketing, and viola! You had a working business model.
In other words, there were really two key components. The first was manufacturing and distribution. The second was marketing. Some brands made fantastic products. Others had terrific advertising or more recently social media programs. A few had both.
But alas, things have changed. Today it’s no longer enough to have a fantastic product line. Or even to create and execute a leading-edge marketing campaign that includes digital, traditional, social and PR. Today, we live in a 24/7 information culture. Everything is news. And that means what’s top-of-mind is constantly changing from one moment to the next. Just check your Facebook or Twitter feed right now, and then about an hour later to see what I mean.
This new info-centric model requires that your business actively participates in creating news – or more accurately – original content. If you’re not participating, that means your brand simply won’t be thought about. Because there are too many other businesses out there aggressively creating content on a daily (and sometimes hourly) basis. And what’s more, this trend will only accelerate in the days to come.
So hypothetically, let’s say that you agree that your business needs to produce more content. What’s your strategy going to be? Here’s the best way to begin: Think about how you can best demonstrate EMPATHY with you customers.
Home Depot is producing a series of ultra-short Vine videos that provide simple ‘how to’ tips for home repair. Expedia created a series of ’emotional journeys’ ranging from stories on cancer survivors to finding true love. Qualcomm came up with a series of video documentaries featuring key influencers to shift perceptions about the brand. Urban Outfitters teamed with Converse to launch a Vine Video contest where customers can submit Vines that document ‘a day in the life of your Converse sneakers’.
There are literally hundreds of other examples. Now, did all these brands come up with these ideas and produce them on their own? No, they did not. So find the best creative resource you can, come up with a budget, and put them to work. Please note: We’re available.
In the time it took you to read this, a great deal of news has been seen by your prospect. The question is, are you part of that stream, or not?