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Tag Archives: 413Assign5
Social Media and Craft Beer
Social Media had undoubtedly changed the way consumers are exposed to brand messages. In the span of our lifetime no other aspect of business has changed as drastically as marketing. From the traditional “push” method, where marketers and advertisers interrupt our television shows with commercials, and place flashy ads in magazines, to the new interactive method where consumers have the ability to directly interact with companies through vehicles such as Facebook, and Twitter. Companies have had to adapt to more savvy consumers, and people who want more out of what there is to offer in a traditional marketing sense. David Meerman Scott emphasizes the need for companies to supply consumers with more meaningful content, rather than just a traditional one-way advertising.
Craft Beer
One industry that has experienced astounding growth in the past few years has been craft beer. Perhaps you have seen an advertisement for Blue Moon, or Sam Adams, but those are only two of the 2,100+ breweries operating in the United States. Those two brands are some of the largest players in the craft beer market and have the ability to launch national, traditional advertising campaigns. What about everyone else? Well they turn to social media! And as it turns out, craft beer drinkers tend to be more active and savvy with social media.
Take, well, the 61 breweries operating in North Carolina alone! None of these breweries have the ability to launch advertising campaigns like the larger national craft beer brands, so they have turned to social media to interact with their customers. The North Carolina Brewer’s Guild is an association that collectively represents and markets NC breweries and craft beer events. Through Facebook and Twitter, the NC Brewers Guild has been promoting the idea of local craft beer and encouraging “Beer Tourism,” and it’s easy to see how that could be done in North Carolina.
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| Source: http://www.ncbeer.org/brewery-map/ |
Now with 61 different breweries operating within this state they all must cater their social media techniques so that they can differentiate themselves. In a blog post from Mr. Scott dating back to 2008, he tells readers that marketers must craft marketing techniques like their beer. If one does a little research, it is easy to see what themes breweries use to differentiate themselves. It may also take a little knowledge about beer to understand all the techniques used, but if one simply peruses the websites of NC breweries it is easy to see the themes they use to differentiate themselves from one another.
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Gimme Some Content
Leaving The Old BehindIn this ever-changing world of constant technological influence, marketing has come to develop a set of old and new “rules” according to David Meerman Scott, author of The New Rules of Marketing and PR. With the evolution of onlin… Continue Reading
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Please Avoid Interruption
Intrusive Schemes or Valuable Content?
Millions of people are surfing the Internet at this very minute. As they transfer from page to page, they are bombarded with flashy, obnoxious ads that interrupt or stall the loading of their pages. These intrusive advertising techniques may have worked for a short period of time, but they are now being ignored, avoided, or blocked in any way possible. Fresh, creative, and useful content is the method that is reaching millions of views instead. Web-based communication through social media platforms, blogs, and viral videos reaches consumers immediately, thoroughly, and respectfully.
Consumers are spending a large part of their day online viewing their interests and sharing their opinions. This new connection allows Internet users to feel a part of a relationship, a platform where consumers and marketers express mutual interest without consumers being bombarded with and sold products and services every other second. This new content is valuable to consumers in online communities where authentic information is sought after. Consumers desire to explore the opportunities that the Internet provides without being virtually heckled with advertising they are not actively seeking.
How do we build a relationship?
Brands have the opportunity to build relationships with their consumers on a more personal level by participating and engaging in online dialogue. This dialogue is important to the consumers who seek honesty and respect from brands, while equally important to the brands who seek loyalty and passion from consumers. The best part? These online channels that mutually provide more feedback to both parties, are virtually free. So, as consumers are freely expressing their voices and proclaiming their loyalties and passions, marketers are saving outrageous amounts of mass-media advertising dollars on wasted online campaigns.
David Meerman Scott highlights the need for marketers to throw out old methods of marketing and PR and subsequently create lasting consumer relationships and brand loyalty. Not all traditional marketing methods should be forgotten, but rather updated and targeted to consumers who are most likely to respond and care.
Whole Foods – Whole Story – Whole Heart
Whole Foods is a company not only focused on providing wholesome and natural food products , but also on making a sustainable difference to better serve the community’s future. Whole Story is the name of the Whole Foods blog that is easily accessible from their main homepage and integrated social media accounts.
“In a nutshell, we are the world’s leading natural and organic grocer and we’re passionate about healthy food and a healthy planet.”
– Whole Foods
The blog provides seasonal recipes categorized by certain diet and nutritional needs, informational reviews on the importance of highlighted foods, in-store promotions and updates, and articles on national initiatives to support and conserve sustainable farming and healthy active lifestyles.
“We’re lucky to have a whole bunch of smart, passionate people doing incredible things in areas like organics, supporting local growers, green practices, fair trade, micro-lending and all kinds of food related stuff. We’ll use this blog to share some of the cool things going on around here.”
– Whole Foods
I chose to highlight Whole Foods because I applaud the company’s mission and value to promote a healthy well-being and sustainable lifestyle. I am an advocate for organic, wholesome, and nutritious food consumption and value the respect and interest Whole Foods takes in their consumers. I feel as though I am a part of a community that mutually believes in this mission and is open to conversation about how to better oneself within a community of supporters. Whole Story invites local neighborhoods to plan and share events held at Whole Foods locations that gather communities to promote, educate, and support their shared mission.
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Inbound marketing: the new key to business success
Incorporating the new The Internet and social media have completely changed people’s lifestyle. Their communication styles, hobbies, and information gathering are completely altered in comparison to their attitudes and habits ten years ago. For business to be successful, they must keep up with these changes, not only with technology but also with the way that people interact, […]
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Gaining Popularity by Defying the Staus Quo
What Clique are You In?In the hit 1980’s movie, The Breakfast Club, five high school students from completely separate social circles are brought together on a Saturday afternoon because they share just one thing in common: they have to serve detention… Continue Reading
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New Concept: Let’s Be Friends!
David Meerman Scott’s book “The New Rules of Marketing and PR,” evangelizes how in our modern marketing world, in order for your product and company to last, you have to throw the old ways of marketing and PR out the window and create la… Continue Reading
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Out with the Old, and In with the New: Bombarding to Blogging
It was not until I read a little more than half of David Meerman Scott’s book, The New Rules of Marketing and PR, that I fully understood the importance of delivering useful content. The web has totally transformed the ‘rules’ of marketing. Flashy, obnoxious advertising is an interruption and intrusive. The new way is described […]
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Being a Social Butterfly is a Good Thing in the New World of Marketing!
When most people think about marketing they think banners, flyers, and advertisements in order to get information across to their consumers. However, as David Meerman Scott says multiple times in his book, there are old ways of doing things and new ways and that is what we will be focusing on. Many marketers that prefer […]
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Out with the old, In with the new
David Meerman Scott, the author of “The New Rules of Marketing and PR”, is an online marketing strategist. He believes that marketing and public relations is very different on the Web than on mainstream media, like it used to be.
An important characteristic that companies should take into consideration is the power of content-driven material: creating and sharing relevant information to engage a customer base. Meerman Scott believes the formula for success is a combination of great Web content that provides valuable information and a network of people that will share your content and create a discussion among their social circles. He also talks about the concept “word-of-Mouse”, which consists of spreading an idea through the Web.
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| Source: google.com |
The new marketing form reaches consumers through social media and its effectiveness can be measured through the social activity of users in reaction to images, articles, videos and ads online. Social media is incredibly influential in people’s lives; it has the power of changing a person’s point of view, lifestyle, beliefs and culture. That is why it is important to communicate a story in a way that will be relevant to the audience and will create a reaction.
Inbound marketing is advertising a company using the Web, including video, blogs, podcasts, etc. It is important earn your way into people’s lives rather than beg for their attention.
According to Ogilvy, the top 10 most popular and effective content marketing tactics are through:
- · Article publishing
- · Social Media (non-blogs)
- · Blogs
- · eNewsletters
- · Case Studies
- · Live Events
- · Videos
- · White Papers
- · Webcasts
- · Microsites
The content HAS to be relevant, unique, timely and valuable. Creating this content gets the consumers’ attention and keeps them up to date on what the brand is up to, which builds into brand loyalty.
The Old and the New Paradigms
With today’s technology and the community’s growing relation with social media, the rules of marketing simply had to change.
- · True or false? Marketing= advertising. FALSE. Marketing is way more than that. It’s about building long-term relationships with the consumer, communicating a brand’s value through positioning and satisfying their wants and needs.
- · Advertising consists of interrupting people to get them to pay attention to a message. Nonsense. According to David Meerman Scott, marketing is about delivering content at just the precise moment your audience needs it. Consumers don’t want to stop doing their thing to pay attention to your brand; they want your information when they need it.
- · It used to be that advertising was one way: company to consumer. But times have changed and what consumers really want is to be part of it; they want participation not propaganda. You have to take advantage of all the ways of communicating with your consumer. It’s not just TV, newspapers, and radio. The new and most influential media are blogs, online video, e-books, news releases, and social media.
Marketers have to take the role of publishers. It is vital to deliver content at the right time and place. Like publishers, you need to create a strategy and then find the different ways of reaching it. Answer questions like: Who are my readers? How do I reach them? What are there motivations? What are the problems I can help them solve? How can I entertain them and inform them at the same time? What content will compel them to purchase what I have to offer? – David Meerman Scott.
An example of the creation of customer engagement and brand loyalty is Golf GTI’s mobile phone app. A couple years ago, Volkswagen launched a free app in which you could race the GTI around a track and post your times on Facebook and Twitter. They had an online competition with a live leader board with the chance of winning one of six limited edition GTIs. The app became the #1 downloaded iPhone app in 36 countries.
Volkswagen applied Meerman Scott’s rules by using social media to spread the word (word-of-mouse) about their new car, they also included customer participation by not only allowing the customers to get the feel of driving the car and also share their results, but also taking part in a live competition that connected players around the world.
Put your money where your mouth is
David Meerman Scott is his own brand. He puts his name and work out there. Not only does he writes books but also talks about his books and knowledge all around the world, he also writes his own blog. He is constantly writing about anything related to marketing and PR. One of the blog posts I recently read was called “Hire Philippe Dubost because he has the coolest online CV ever created”. Meerman Scott wrote about Philippe’s Dubost resume which is created in the format of an Amazon page. He is literally the product. The link gives out his information, his past experiences, and skills. I thought it was a cool way of making a CV that will definitely catch an employer’s attention because of his creativity and branding strategy.
| Source: phildub.com |
Check out more of David Meerman Scott’s blog!
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A Marketing Guru and his Insights on the Future of the Industry
The Power of Content Driven MarketingI would best describe David Meerman Scott as the father of the next age in marketing that we are under implementing at this current stage of business. Scott is a marketing guru who has written countless blogs,… Continue Reading
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