I’m happy to announce that registration is now open for the October 6th Direct Marketing Club of New York (DMCNY) event: Breaking Through Marketing Barriers. I’ll be presenting as a topic expert in digital marketing, helping to facilitate discussions on how marketers can stop looking at “direct versus digital marketing” and start thinking “direct and digital marketing.” If you’re going to be in the New York area October 6th, I suggest you stop by, as this is an evening you won’t want to miss. Full event details, along with speaker bios, can be found here.
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In case you’re in New Jersey tomorrow night, I’m speaking at the Social Media Coffeehouse in Little Falls. There’s still time to get your ticket to attend! http://bit.ly/9Aeqro
This week’s big news has been the Old Spice YouTube campaign. I won’t rehash what they did here because I want to get right to my point. Old Spice succeeded where so many have failed because of the following factors:
1. They found a voice and stuck to it. If they had suddenly decided to address their audience differently online than they had in their broadcast campaigns, they would have lost viewers right away.
2. They gave the brand a personality. If the online content (or commercials) had been about why our product is better brand-x, this would have never worked. Because it was really about portraying a personality (a manly man doing and saying manly things) people could connect with it on a relational level (i.e. I’m like that; can relate to that; or wish I were like that).
3. They engaged with their target. By answering comments from both celebrities and regular people Old Spice was saying to their target market, “We like the things you do, and we actually listen to you and want to make you part of the experience.” That’s a powerful message for any brand to give out.
Old Spice did what any marketer (or advertiser) knows is fundamental, but just adjusted it to a new medium. There are ways in which any company can achieve these aims with their target audience, they just need to key into these three areas.
Sorry I haven’t posted in a month. As you might notice, my blog was hacked and it took me a while to get everything back up and running. Everything should be back to the way it was soon. Thanks for your patients.