The WOMM-U classes on social media marketing, word of mouth, online campaigns have been delighting people with innovative new ideas, findings and guidance to develop and promote a stronger image on the World Wide Web. As the WOMM-U classes going on in Chicago, a number of marketing gurus, tech experts, visiting speakers and panelists have been enlightening people with some of their revolutionary ideas and telling them how to be more effective in marketing and promotion. From the classes WOMM-U, we bring you some key learning’s as a giveaway which you will find really helpful.
The more you integrate the better results you will get
While many brands prefer to stick to a single media, partnership or strategy, many marketing experts would simply suggest adapting a diversified approach for marketing. Integration with different stakeholders, audience, technology, and media might sound too big and expensive. However, they turned out to be a real success for many organizations in the recent times. At WOMM-U, the speakers discussed about a number of brands and analyzed a couple of business cases to prove that brands that use an integrated approach were more successful in engaging with their audience, getting more awareness as well as earning a better return on their marketing investments. This is why; everyone in the WOMM-U classes highly praised the campaigns that integrate with other approaches. There was a panel with marketing leaders from Entenmann’s and Likeable Media who made a huge success for their promotion done for the National Donut Day. Brands that have been integrated with different media such as Facebook, giveaways, and sweepstakes were able to engage even better with the existing client base and also getting more new fans as well.
A better example of this is the Jackson-Hewitt national campaign that paid, earned and owned integrated media to generate record results for the most dreaded topic Tax. However, they got some amazing result when they used Facebook game, a high-value coupon giveaway, sweepstakes and paid media support the campaign. To be precise the campaign led to 750,000 (unpaid) views on YouTube, a 2,322% increase in Facebook Likes and dozens of unsolicited user-generated videos. What else can you ask for an integrated campaign?
Listening to the community is a better way to learn
Once Entenmann discontinued of their banana cakes, a very outspoken fan kept on buzzing them from every source possible. The fan repeatedly posted his concern to the company’s Facebook page and never gave up hope. The fan was so relentless that Entenmann’s called the fan and talked to him for more than an hour. This led them to know their community even better and as a result they re-released their banana cakes. This was an instant hit and now the brand is making huge profit out of it. Hence, listening to your community and fans is not a bad idea and everyone should now start listening to them as well. When you listen to them, you know what they want and develop a result oriented strategy tailored to their needs and destined for profit.
Moving into a neighborly relationship with the fans
Steve Knox of Boston Consulting Group and the former CEO of Tremor highlighted the significance of neighborly relationship in one of his fascinating talks. According to him, while 95% of our day-to-day interactions are transactional, brands could stand out by going an extra mile through a neighborly relationship. Instead of being in a give and take relationship with customers, we should provide something to them without the hope for a return. The example of this could be Tide’s Loads of Hope or Chick-fil-a’s Daddy-Daughter Dates that gave away amazing gifts to the people for nothing in return. However, this initiative led to a high volume of word of mouth advertising for these brands.
Using contests and Sweepstakes
The experts in WOMM-U also advocated for brand-centric, fun rewards in Facebook Contests and Sweepstakes which are more engaging with the fans. They also promoted to limit barriers to entry by making it easier for users to participate as well.