As beauty marketers and manufacturers of personal care products, most of us have been involved in the crafting of annual marketing plans for our respective brands.
With that in mind, you’ll probably find some of information provided in a GCImagazine.com September article “New Marketing Techniques- Changing the Game” to be both amusing and thought-provoking.
The author, Donna Barson, asserts out that the ANA (Association of National Advertisers) recently polled more than 80 top advertisers and found that “an increasing number of marketers believe general advertising (print, radio & television) to be less valuable to a company’s overall marketing program, than at any prior point in time.” Well, who wouldn’t agree with that?
Barson states that new methods of marketing involving the internet and social media are rising exponentially in value and bumping off many of the older media channels, which are being replaced by some interesting and clever new beauty marketing tactics.
Here are a few from Barson that you may or may not have heard about:
·“Blinks”- One second radio spots inserted between commercial music tracks, designed to make maximum use of that brief ‘nano-window’ of time by planting subliminal product images into the listeners’ minds. Hmm—a little “mascara jingle” sandwiched between Justin Beiber and Beyonce?
·“Video Game Vectors”- Consider positioning your brand’s gorgeous, new fragrance as a super action hero in a video game! You can convert your beautiful iconic fragrance bottle into a video game vector, of sorts. The benefit? The branded image of your product hangs out, moves, and spins in front of the players throughout the entire game, which could last minutes –versus seconds. Great branding exposure!
·“Smart Mobile Coupons, Anyone?”– Now, this is a cool idea which reminds me of ‘smart ad technology’. As Barson describes in her article— imagine how convenient it would be to walk by a beauty store and see a promotional coupon for a product that is sold there pop up on your phone!’
Apparently, the lure to marketers of Smart Coupon’s is the unusually high redemption rate. Guess it pays to catch the consumer when they’re ‘in the zone’, literally.
·Social Media ‘Bees’? – Okay, that’s an original term which I’ve coined for this blog, but according to Barson, there are personal care brands hiring folks to manufacture electronic buzz on social media sites. These are professionals who are trained and paid to talk, buzz or tweet on your brand’s behalf about your products–on Facebook, Linked In, Twitter and other social networking platforms. Buzz manipulation? Maybe. ‘Viral bees’? Definitely!
So, what say you about all of this? Here is my take…
Perhaps, it’s not enough to learn to ride the waves of social media. Perhaps, as marketers we all need to create our own ‘wave factories’.
Please post a comment about some new creative ways in which your company uses social media effectively to advance your brand and generate buzz. What is the best new marketing tactic you’ve used this year?
To read the original article, to to: www.gcimagazine.com/business/marketing/27829924.html?page=1http://