“Creating Content When Consumers Have Competing Views"
•
4 likes•551 views
Do you know how different generations view your brand? Do you know how to create content for the right people on the right platform?
Recommended
More Related Content
What's hot
Viewers also liked
Viewers also liked (20)
Similar to “Creating Content When Consumers Have Competing Views"
Similar to “Creating Content When Consumers Have Competing Views" (20)
More from iMedia Connection
More from iMedia Connection (17)
Recently uploaded
Recently uploaded (20)
“Creating Content When Consumers Have Competing Views"
- 1. Using Data to Connect With Competing Consumers Kasey Skala @kmskala
- 2. OMG. Stop It. It was 4 years ago. Yes, I know it’s about us. No, we didn’t have anything to do with it. Yes, we “worked” with him. No, legal did not like it. Yes, marketing did.
- 4. Every brand has a story to tell. The challenge is finding value in the narrative. - Me
- 6. Actual Customer • 25-44 year old female • Spontaneous & Open • Hip/”With it” • Social Connectors
- 7. 0% 10% 20% 30% 40% 50% 45+ 35-44 25-34 21-24 Reality Check Demographics • Younger demo not being served • Males not being served Themes • Entertainment • Alcohol
- 9. Context
- 10. We’re not the reason people get together. But we’re a part of the celebration. - Likely me, again, but I can’t recall
- 11. All our consumers want to hear a similar story. They just want it told in different ways. -Me, again.
- 12. Assumptions make an… • Clear cups #1 searched item on website. • My Solo Cup® highly engaged despite limited distribution. • On social, only 1 of top 6 performing pieces of content involve red cup. None involve food or drink.
- 13. Young, wild & free Image property of Red Cup Nation • Short-form • Experiences • Mobile • Convenience
- 14. • Recipes • Long-form • Convenience • Entertainment • Web • Desktop The “oldies”
- 15. The best way to discover consumers’ interests is to look in their basket.
- 16. Let Others Talk for You