Archive
Social Media and Going Viral
Every Monday I look forward to seeing the cartoon that Tom Fishburne comes up to start the week off. This weeks cartoon was another nail on the head for digital brand marketers everywhere.
Recently, I was working with a friend and she was asking about how to create a viral strategy for her product launch. My response – same as it always is when agencies or marketers ask this question – “Viral is not a strategy, it’s an outcome”.
Brands and their agencies spend a lot of time conjuring up “viral strategies” and on a good day about one percent actually go viral. And for the ones that do, it’s truly a combination of stellar creative, an excellent story and a payoff (for the consumer) that has a great and fun twist. And a many of the most successful viral campaigns are not what most brands would consider “brand safe”. For the brands that understand the differences between strategy vs. outcome and how to push the envelope of brand safety, the viral world is yours to enjoy!
Cross Platform Connections – Getting it Done
One of the hot topics in the world of Integrated Marketing, especially when it comes to CPG advertising is crafting a strategy that connects the dots across multiple platforms, such as TV, print, digital, in-store marketing and FSIs. Over the last 24 months the pace of truly integrated marketing campaigns has really picked up, as brand advertisers follow the consumer – and she is connected in ways like never before. A great example of these media consumption habits and trends can be seen in the GMA Shopper Marketing report, Shopper Marketing 4.0: Building Scalable Playbooks That Drive Results. (A special callout to my friend Matt Egol at Booz & Co, for his leadership in creating this report)
Last week, I had the opportunity to get on stage and present “Maintaining Connections Across Platforms” at iMedia Brand Summit in Austin, TX. My presentation showcases two iconic brands, Kibbles ‘n Bits and Milk-Bone. I had a short 15 minutes to present the two cases and take some Q&A from the audience of brands marketers, media folks, publishers and brand experts.
If you have a few minutes, watch the presentation and think about how brands are connecting the dots for you as a consumer or how you’re doing similar work as marketer. I would enjoy hearing your thoughts and feedback.
Special thanks to @KozComm for blogging from the event and posting his thoughts on the presentation in his SXSW Report
And how did I celebrate after the presentation? By having a fantastic tex-mex lunch at an Austin institution – Chuy’s! (there may have been some queso and creamy jalapeno ordered)
Thunder House 