People Don’t Go Steady With Brands, But They Do Develop Loyalties And Preferences

Delivering content via social channels is a disruptive force in marketing today.

As someone who came up in the agency business seduced by advertising’s reach and power, I can safely say it’s great to see even better things on the horizon for purveyors of brand marketing.

Bonehook specializes in content and social media marketing. These two tactical approaches to solving marketing problems for clients fit under the larger MarCom umbrella known as Relationship Marketing.

Relationship marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages.

Yes! And how do we grow the “long term value of customer relationships?”

With email marketing, one-to-one marketing, event marketing, direct marketing, content marketing, social media and influencer marketing. They all work together like spokes on a wheel. Advertising too has its place on this wheel.

Here’s one recent example from Microsoft that shines a light on what is possible today.

Bonnaroo wrist band
Bonnaroo, which took place June 12-15 in Tennessee, required attendees to register a ticket bracelet embedded with radio-frequency identification (RFID) technology before arriving for the festival. Microsoft promoted its cloud-based OneDrive software—which stores photos, videos and documents across devices—during registration. At the event, attendees could check-in and collect photos from live performances at six different stages. The photos were then sent to a OneDrive account so they could be viewed later. Fifteen percent of Bonnaroo’s 100,000 attendees participated in the promotion, saving an average of eight photos each.

Brands that create favorable experiences win.

A person might recall a TV spot, provided it runs 10-100 times a week. On the other hand, when a brand invites you into a stylized world and enriches your life in some way, you’re going to not only recall the experience, you’re going to share it for days and maybe years to come.

That’s how you amplify word of mouth—you engage online to drive real life activity and community engagement offline, followed by digital re-engagement, drive to store promotions and back again to digital in virtuous branded loops.

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