of blogs, brands and the wiifm question
Post on 27-Aug-2014
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Of blogs, brands and the WIIFM question
@bhatnaturally
It is different now.
*
* Source: Maggi, It’s Different TVC
"The modern 'copy man' has to say things in a way that they have not
been said before - because that is the only kind of talk that will nowadays
attract attention."
"The modern 'copy man' has to say things in a way that they have not
been said before - because that is the only kind of talk that will nowadays
attract attention."
~Observations in Printers Ink, 1908
"Nobody reads ads. People read what interests them.
Sometimes it's an ad."
~ Howard Gossage
Image
No, there is no room for your brand of dishwashing liquid (now with 30% more lime) in your target audience’s mind.
Replace ‘brand of dishwashing liquid with your name and the
same rules apply.
Hint:
So should brands have blogs? !
Deeply thought, considered answer: it depends.
Hang on, that’s actually the wrong question.
How can we help you be more
awesome?*
How can we help you be more
awesome?*
How can we help you be more
awesome?*
Product
How can we help you be more
awesome?*
Product
How can we help you be more
awesome?*
Product
How can we help you be more
awesome?*
Product
Marketing & Communication
How can we help you be more
awesome?*
Product
Marketing & Communication
How can we help you be more
awesome?*
Product
Marketing & Communication
Social Media
How can we help you be more
awesome?*
Product
Marketing & Communication
Social Media
How can we help you be more
awesome?*
Product
Marketing & Communication
Social Media
Blog
How can we help you be more
awesome?*
*originally asked by Tom Fishburne
Product
Marketing & Communication
Social Media
Blog
How do I decide if my category or brand needs
a blog?
Considered purchase, high involvement category
Considered purchase, high involvement category
And/Or
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Scope for story telling
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Scope for story telling
Knowledge & Education
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Technology
Scope for story telling
Knowledge & Education
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Technology Services
Scope for story telling
Knowledge & Education
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Technology Services
Scope for story telling
Knowledge & Education
Luxury
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Technology Services
Scope for story telling
Knowledge & Education
Luxury Travel
Considered purchase, high involvement category
Scope for enriching experiences after product
category (or brand) consumption
And/Or
Technology
Social Media
Services
Scope for story telling
Knowledge & Education
Luxury Travel
What’s the brand objective, dude?
Depending on brand, market stature, marketing plans anything from
• establish or further thought leadership
• be seen as a go-to brand for the right information in the category
• a platform for surprising, enriching discoveries
“What do I blog about? I am already engaging them on
Facebook with stories”.
Each medium has an advantage. Find it, use it.
1. Cater to narrow, niche, involved audience
2. Thought leadership stance
3. Long form content that can suit the brand objective: useful,
entertaining
4. Meaningful discussion
What’s a blog good at?
Once you pop, you can’t stop.
Image Source
Do you want to be eerie or welcoming?
Going to where the
crowd is vs. building your
own nest
Experts say, it is not about what the brand says, nowadays.
!
It is about what the brand does.
Same rules apply for the personal brand.
Several actions & sources create the personal brand.
Social Friends & peersCAREER
Blog is uniquely placed to showcase an individual’s or brand’s personality in an in-depth, multi-faceted manner.
In this age of no-attention, aren’t blogs
dead?
If it is interesting, there will be an audience.
Bud Light #UpForWhatever: 3:43 seconds; views - 14.62 mn
Chrysler with Bob Dylan: 2:00; views - 5.56 mn
So if marketing is about nudging consumer behaviour along the consumer’s path to purchase…
WIIFM?
WIIFM?
Blog
WIIFM?
Blog
WIIFM?
To the consumer:
Helps you be more awesome
Blog
WIIFM?
To the consumer:
Helps you be more awesome
Blog
WIIFM?
To the consumer:
Helps you be more awesome
To the brand: reputation x credibility x perception
Blog
Thank You.
@bhatnaturally
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