Is brand advertising TOAST?

Reflect on this…

Imagine you run a cruise line.

Industry capacity exceeds demand.

Your prospects are talking about cruising,

comparing ships and prices, and getting advice from others…

in all forms of Social Media.

How do you differentiate your brand and increase your ROI,

when, for the most part, a cruise, is a cruise, is a cruise?

Not by selling “brand”…

or quality of service,

activities,

casino gaming,

discovering new places…

engaging with different cultures,

relaxation,

and romantic sunsets,

when your competitors all offer that too!

Your prospects are comparing prices relative to value more than ever before.

They seek the best experience at the best price.

And when you claim your brand is perfect for everyone,

you’re just admitting that you don’t know what matters most to me.

I don’t want to be with “everyone,”

though I wouldn’t mind being with her!

I want to be with other people like me!

So what should you do?

You could target singles or couples…

or families with kids.

Start by listening to the conversation.

Every single online voice counts, particularly community leaders.

As couples conduct their cruise research independently,

they connect with others online to form groups…

configuring their own vacation with their new online friends…

around common interests,

where lifelong friendships develop, not around your brand…

but around the “group’s brand.”

When shared experiences lead to new friendships,

your customers ARE the “brand!”

And repeat business from the same group occurs…

not so much as a result of their loyalty to your brand…

but their loyalty to each other.

Are you ready to stop relying on broadcasting your message…

and start listening to your prospects where they conduct their research?

On Social Media sites, where all markets are conversations…

she can attract enough followers on Twitter to fill a ship!

What we did for a Fortune 500 cruise line changed the entire industry.

Are your marketers willing to listen? Let’s have a conversation. Concepts & Images  2009 by Tom Martin www.MarketInSite.com