Brand Evolution TED Talks: Branding in a 24/7 Economy
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Brand Evolution TED Talks: Branding in a 24/7 Economy

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  • This is the age of branding. Branding a company, branding a product, or even branding yourselves. No, I’m not talking sticking a hot iron on your person. But you might want to if you don’t take advantage of the tools I’m going to discuss today. First of all, we have two different sets of tools at our disposal: traditional media and new media. These two forums for branding are becoming increasingly intertwined and you need to learn how to create a balance with both of them for success.
  • Traditional Marketing used vehicles like newspaper, TV, radio, magazines, direct mail and web 1.0 to serve up Brand Recognition and Awareness about a brands product or service. The may have offered incentives in the form of coupons special offers to drive consumers to buy.
  • The evolution of new media and social community allow for continued awareness about a product or service but a platform for conversation with an about the brand. It created a way for consumers to become engaged with a brand
  • By embracing an intergrated approach to marketing your brand can go from awareness to engagement to advocate
  • The economy was in a shambles and car dealers had been hit especially hard. The crisis in the United States is mainly defined by the government bailouts of both General Motors and Chrysler, while Ford secured a line of credit in case they require a bridging loan in the near future. Car sales declined in the United States, affecting both US based and foreign car manufacturers. The bridging loans lead to greater scrutiny of the US automotive industry in addition to criticism of their product range, product quality, high labour wages, job bank programs, and healthcare and retirement
  • Desert Rose recommended Fox Valley Volkswagen position themselves apart from their discount-driven competition. The LOVEBug Contest was a way to bring some excitement and good will to the Chicagoland area. Visitors were asked to “pay it forward” and nominate someone they love to win the “LOVEBug”. Nominators submitted a story as to why their loved one deserved to win the car. Support tactics for the contest included a sweepstakes microsite with database, interactive banner advertising, eMail marketing, local events and sponsorship, billboards, flyers, direct mailers, videos and social networking campaigns.
  • AWARENESS - The LOVEBug Contest was a way to bring some excitement and good will to the Chicagoland area. Visitors were asked to “pay it forward” and nominate someone they love to win the “LOVEBug”. Nominators submitted a story as to why their loved one deserved to win the car. The contest ran for 6 months total with fhe first 5 months having mini contest that awarded 3 top vote getters a prize like an Ipod, GPS or Bulls Tickets as well – The 15 finalist would compete for a the car.
  • eMail marketing, local events and sponsorship, billboards, flyers, direct mailers
  • interactive banner advertising
  • included a sweepstakes microsite with database - ENGAGEMENT
  • Then this started to happen: Contestants started to create video and landing pages to help promote their stories - Advocates
  • By embracing an intergrated approach to marketing your brand can go from awareness to engagement to advocate
  • LoveBug 2 – during the 6 month hiatus we kept the conversation alive with email and facebook programs
  • As you build your business and brand, start reaching out with other facets. Social networking sites are cheap and a great place to start. But radio, television, and other traditional media will still reach those consumers that aren’t connecting with you via social networking. But these social networking sites do enable you to listen so take advantage of that opportunity. Next, think outside the box. We’ve seen creative QR codes, efficient response campaigns, creating a brand character, etc….think about what will catch your customer’s eye. You are Gen Y, you are becoming more tech savvy by the minute. Use that creative energy and technical skills to build your next great idea. And finally, reevaluate and assess the changing market climate and trends. The same campaign is not going to be as successful today as it was 10 years ago. This is even heightened as technology evolves at such as faster rate then it did 10 years ago. What’s coming next? Have you made a mobile campaign? Have you thought about applications for tablets? There are so many questions up in the air when it comes to creating a brand for the future. Now, I hope you feel confident enough to answer them.
  • Thank you.

Brand Evolution TED Talks: Branding in a 24/7 Economy Brand Evolution TED Talks: Branding in a 24/7 Economy Presentation Transcript

  • Brand Evolution TED Talks:Branding in a 24/7 Economy
    Kellstadt Marketing Group Symposium 2011 – DePaul University
    April 16, 2011
    #KMG2011
    @kathysteele
  • Using media to create meaningful consumer experiences that attract, build, and maintain brand loyalty
  • Building a Brand - Awareness
  • Building a Brand - Engagement
  • Building a Brand - Advocate
  • Case Study
  • Auto Industry - Where you always save more money!
  • Building a Brand
  • Building a Brand
  • The Stats
    16,000 new prospects were opted in to database
    Over 3 million visitors to website
    Votes were received from all fifty states and seven countries
    Built social media fan base & increased it by 50% through first year of the contest
    Increased social media fan base by 60% over first year of the contest
    Increased service sales by 15%
    Featured in 77 media outlets
    5 vehicles were purchased by contest participants
  • Final Thoughts
    • Get Creative
    • Awareness, Engagement, Empowerment
    • Reevaluate and assess the changing market climate, technology, and trends
  • LinkedIn: http://www.linkedin.com/in/kathleensteele
    Web: http://desertrose.net
    DRD Twitter: http://twitter.com/DRDmarketing
    Phone: 630.617.0002