Connect - Cultivate - Convert | A Model For The New Marketing Paradigm

Connect Cultivate Convert 

This deck reflects an attempt to present a simple to consume and communicate model of how to approach the complex new marketing environment. Of course many experienced marketers will know much of what is contained here, but they may not have a simple way to think about it holistically, or more importantly to communicate to those less sophisticated than themselves. With that in mind we offer up Connect, Cultivate and Convert, a model for the new marketing. 
 

Who is Goodbuzz?

FIGHTING FOR AUDIENCE PASSION AND LOYALTY IN A FRAGMENTED LANDSCAPE OF DISTRIBUTION OPTIONS. 

Goodbuzz Inc. is an independently owned advertising agency founded in 2008, with long-term business relationships based on exceeding our clients' expectations. Our focus has always been the work, the people who create it, and the people we create it for.
 

We are a community of artists, strategists and technologists, bound together in a quest to engage and inspire consumers.  After more than 20 years of entertainment marketing, we understand the power of story to influence and motivate consumers, and create an emotional connection between them and your brand.

Goodbuzz help brands create and capture value from emerging trends in technology, society and the workplace. We prototype the future and believe the best way to predict it is to create it. More on Goodbuzz and it's principles.

KRISPY KREME'S "DOUGHNUTS ARE BAD FOR YOU" AD

Copywriting is writing copy (text) for the purpose of advertising or marketing and is intended to influence beliefs.   Some of it is great, much of it meh.  When done properly it stimulates and stirs the emotions. In 1983 Ogilvy wrote, “I doubt if more than one campaign in a hundred contains a big idea.” It’s still true today. 

Every once in a while we stumble upon truly great copywriting.  Here is one such example from our friends at Krispy Kreme; a clear and calculated response to the widespread push-back on the dangers of eating unhealthy snacks like Donuts.

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Nike's Emotional Branding Wins Hearts

We are surrounded with so much information today it's a miracle that any messages break through, but Nike's strategy (via Wieden+Kennedy) of creating emotional, empowering ads and large viral pyramids that leverage the Nike brand and message content is one of the most effective emotional branding examples in the marketing world today. Their customer loyalty is astronomical, all thanks to the masterful application of emotional branding and the centuries-old storytelling archetype of Heroism. 

Nike Advertising and Emotional Branding

Nike's brand inspires fervent customer loyalty around the world.  This is primarily because Nike's advertising uses the emotional branding technique of archetypes in its advertising – more specifically, the story of the Hero. It’s an age old tale, a tale of a hero pitted against a great foe, and after a great struggle, emerging triumphant. 

Building Loyalty + The Hero Archetype

Nike's advertising isn’t the only group that uses the Hero archetype to inspire customer loyalty. Many other companies use this emotional branding technique to great effect. In most cases, the foe is external. The most common story of the hero is that of an underdog, a man of humble origins setting out to defeat a greater evil – one far more powerful than he – and, against all odds, emerging triumphant.  As long as there is a clearly identified enemy and a clearly identified hero, the emotional branding can begin. 

Brand Strategy

Nike's advertising takes the common hero story and turns it on its head. Instead of inspiring customer loyalty by singling out an external enemy, it pulls out the stops and focuses on an internal foe – our laziness. Nike knows just how often we battle with our lazy side. Every morning when that alarm goes off and it’s still totally dark outside, the battle begins. When we choose how long to run, the battle continues. This is how Nike's marketing uses emotional marketing to inspire customer loyalty. They know that while some people may identify with an external foe, all people identify with an internal one.

Nike's strategy resonates because laziness is a universal foe and someone we can all hate, the "consumer is the brand hero". In one way or another, we are all the hero of our own story.  Nike's marketing has long since identified that feeling – and used it to inspire timeless customer loyalty.  They succeed by showing people how to dream bigger and live better. Help them to care more, enable them to do great things and inspire them to be the hero of their story.  Just watch the video below...

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

The Society of Digital Agencies Report | Volume 2_ 2013

The SoDA Report (Volume 2, 2013) from SoDA

May 2013 Social Media Report: Facebook Pages in Canada

Top 10 Ways To Improve Digital Experiences

Before jumping in with fixes, companies must determine the best opportunities
To find improvement opportunities that will have the biggest impact on the customer experience and business metrics, companies need to start their digital improvement projects by analyzing web and app analytics, operational data, and multiple forms of customer research.

Great digital experiences don’t happen By accident - They must Be actively designed
Firms need to take a rigorous approach to digital improvement projects. This
means learning -- and then sticking to -- a user-centered design process that includes research, analysis, ideation, prototyping, and testing. Digital teams that need help in this area can tap into a variety of external research and design agencies.

Digital experience improvement projects must support established Business objectives
To maximize digital budgets and ensure ongoing funding, companies need to deliver web, mobile, and tablet touch-points that align with core brand attributes and support business objectives such as cost savings, revenue generation, and loyalty building. Key to this work: creating a unified customer experience.

Relentlessly Relevant Brands And Building Positive Customer Sentiment

Coinciding with the release of Millward Brown's BrandZ Ranking of the “100 Most Valuable Global Brands”, Peter Walshe, Global BrandZ Director, explains why a ruthless attention to relevance will boost a brand's strength.

Brands that build positive customer sentiment by being 'meaningfully different' from the competition are able to capture five times more volume, command a 13% price premium, and are four times more likely to grow their value share than those that don't, according to research from Millward Brown.

Being meaningfully different is what gives a brand its relevance in the eyes of consumers. It involves delivering a brand promise that meets their expectations and needs, being unique in a positive way, and staying ahead of the curve in setting trends. Brands that can do this are more appealing, and generate the greatest contribution to driving current and future sales.

Such ruthless attention to becoming - and staying - relevant to consumers is evident in the results of some of the Most Valuable Global Brands in this year's BrandZ Top100 ranking.

Apple is still the number one brand, despite a big drop in share price and rumours that it isn't innovating fast enough, which slowed its value growth to 1%. Brand is Apple's secret weapon. It remains deeply relevant to its fan base, and the 'love' that this California-based technology giant generates keeps it in the top spot with a strong brand contribution.

Even when the financial performance of a company takes a deep dive, if it has, like Apple, a high brand contribution- the proportion of value generated by the brand's ability to create loyalty - the business can still boom. Based on the opinions of existing and potential customers, brand contribution is less volatile than investor sentiment: Apple's brand contribution, for example, is still 18% greater than that of its nearest rival in the smartphone market, Samsung, which grew its brand value by 51% on the previous year.

Luxury brands Gucci and Burberry also both showed an increase in brand contribution, having comprehensively met the needs of consumers who are ready to spend on luxuries again, but spend wisely by investing in classic pieces.

Gucci has revamped outlets to enhance the consumer experience, while, recognising that consumers are often researching online before they buy, also building a strong online presence. It also announced its first mobile app, further increasing the brand's accessibility. Gucci increased in value by 48%. Burberry excels at emphasising its heritage and developing compelling and authentic brand stories. It has also made a huge investment in building its brand over the last year, expanding into new products, categories and territories, and merging in-store and digital retail capabilities.

Strong, relevant brands also help companies bounce back from reputational damage. Toyota has overtaken BMW to become the world's most valuable car brand once again, increasing its value by 12%, after its brand helped it recover from a number of product recall crises. The Toyota brand is very clearly defined from a consumer perspective - people believe it offers them something that other car brands don't. It is incredibly trusted, and considered to provide excellent value. A positive consumer experience has built a core of loyal customers who recommend the brand to others; this is what helps brands maintain their strength in the face of adversity.

Brands need to continually renew themselves to remain in contention over a number of years. The enduring success of IBM, which is the most valuable B2B brand in the world, is testament to a leadership philosophy that has always been based on being meaningfully different. The brand has enjoyed many golden moments - from developing artificial intelligence in 1956, to creating the industry standard for personal computing in the eighties - but it has never stood still. It continually reinvents itself to stay relevant to the needs of the day, and its 'Smarter Planet' positioning is in perfect harmony with the spirit of the time. IBM achieved an 80% revenue increase in 2012 from its SmartCloud solution, which combines the trend for cloud computing with the need of its business clients to innovate as well as cut costs.

Google, which has leapfrogged IBM to become the second most valuable brand in the world across all categories, keeps diversifying its platforms - extending its brand into new services and products to increase its relevance to consumers. It has grown from just a search engine to become an integrated provider of news, social media (Google+) and communications (Gmail).

A deeply relevant brand is a strong brand - and a strong brand is a valuable asset to a business, as a source of sustainable competitive advantage and value growth. It's no coincidence that the brands which rose furthest up the BrandZ Top 100 ranking this year, including Prada (63% value increase), Zara (60%), Gucci (48%) and Amazon (34%), all scored higher than average on the attributes of 'meaningful' and 'different'. They all strive to understand consumers' needs, and constantly refocus and reinvent themselves to stay relevant and set themselves apart from the competition.

Article by Peter Walshe, Global BrandZ Director, Millward Brown
Access the full report here

♔ SOCIAL MEDIA CASE STUDIES [GB_V90]

GE and Volvo share their Twitter hashtag strategies – Digiday

Honda has earned the Best Use of Pinterest award for their #pintermission campaign that gave pinners $500 to actually make the stuff they pin - Ragan

NIVEA has created an interactive YouTube video of a couple on a disastrous date that fans can share on Facebook and Twitter - Adverblog

Ford explains how they're asking fans to help create a social campaign for their Fiesta Movement - Forbes

Burberry is letting their fans tweet #madefor to see their new personalization feature from London Fashion Week - BrandChannel

The U.S. Army is sharing their social media handbook, including the "Do and Don't" checklist for Facebook and Twitter – B2C

Pizza Hut came to the rescue for #LastMinuteLovers on Twitter who needed a gift for Valentine's Day - Examiner

Macy's is promoting National Heart Health Month by giving to the American Heart Association through their social media sites - Businesswire

Pantene asked their fans to tweet #WantThatHair while celebrities walked down the red carpet during this year's Academy Awards to get tips on how to achieve their style - DailyMake

Taco Bell announced their Cool Ranch Doritos Locos Taco on Twitter with a Vine video - WebproNews

NOTE:  FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ.  IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING)

GOODBUZZ ADDS PAID MEDIA SERVICES AND SUPPORT

Tuesday, Feb. 19th, 2013 EST | Toronto, Ontario

Since 2008, Social media agency Goodbuzz Inc. (“Goodbuzz”) has primarily focused on earned and owned media, but the company feels that - as the lines between paid, earned, and owned Facebook media are becoming blurred, it’s time to expand its offerings.

Goodbuzz Inc. today announced that it is offering support for companies who plan to pay for advertising on Facebook and other social media sites.

Goodbuzz is mainly known for its strategic and creative work with owned and earned media.  The company has worked with many notable brands ranging from the PGA’s Rickie Fowler, Time Magazine’s Top 100 Most Influential Martin Lindstrom, to Swiss Chalet, Molson, and the Conservative Party of Canada.  With this new service offering, Goodbuzz feels that it is uniquely positioned to optimize paid social advertising for Canadian brands.   

The company notes that this new service will help marketers deal with the convergence between owned, paid, and earned media on Facebook and other sites — such as when Facebook asks a brand to promote posts instead of just simply buying an ad.   Goodbuzz will also provide support for planning and purchasing advertising on Facebook, Twitter, LinkedIn, Tumblr, Pinterest, and many others.

Goodbuzz continue to successfully compete head-to-head against general media agencies because of its unique positioning, expertise, and a more evolved approach to social engagement. 

If your brand is interested in taking paid social media to the next level we guarantee results. If you have any questions or would like to understand how Goodbuzz can work with your brand to achieve higher ROI on social platforms – contact President, Andrew Giles today.