Marketing can be a lot like the singles bar — the 15 and 30-second shot, the photo shoot for the magazine spread, the flash banner. It’s all the equivalent of “the look,” “the line” or, in my case, the spilled drink. It’s about attention getting and breaking through the clutter. Despite the splintering of consumer’s attention, brilliant creative can still capture attention.
Unfortunately, marketing is more frequently being asked to do more than create the introduction. It’s being asked to go along on the first date, hang out with friends and commit to the long-term. Marketers can’t just rely on that air-brushed image to do all the work. (If I’m not clear, seek out Cyrano De Bergerac or Steve Martin’s “Roxanne” for clarification.)
Marketers have to show more depth, be interesting and generally be something you want to spend time with. When you’re with that consumer over extended periods of time, you’re going to see the less-than-glamorous looks, the things you wish never got said — you’re going to be in a relationship.
Brand Thunder’s Booms! are in the long-form of marketing since we create a persistent presence between a brand and their online consumer. Here’s what we see working around the web:
You’re giving fans the news as it happens. It’s like calling your friend so you can share.
This is a great product to use and great content for your site or application. But it goes beyond the instant updates, it’s about allowing personalities to emerge and represent your brand. They will be their own brands (@THE_REAL_SHAQ) helping their affiliated brand (Cavaliers). They will be people that emerge and positively affect your brand (@ComcastCares). Though you’ll undoubtedly see the occasional slip up.
Photos and videos are an easy way to let your fans keep up with current activity and catch up on what they may have missed. By offering this content, you let them know you wish they could have been there.
Seriously. You’re fans want your stuff, so make it easy for them. Better yet, make it valuable. Our sports clients are letting fans know about available tickets, especially during high-demand periods like playoffs, to great results.
We are big advocates of the open flow of information back to your fans. It’s not always going to be pretty or perfect, but it’s going to be interesting and it’s going to build mutual respect. And mutual respect is vital for any relationship — marketing or otherwise.