The Changing Face of Moms: What It Means for Marketers

marketing to single moms

Many marketers are missing the mark when it comes to reaching moms, relying on the one-size-fits-all stereotype of the married, harried mom. But the reality is that today’s mothers are ever evolving and multi-faceted. They are working moms and stay-at-home moms, single moms and married moms, boomer moms and millennial moms – moms of every imaginable kind. Not recognizing that moms are a much more diverse group than represented will result in marketers continuing to struggle to engage these consumers who make 85% of all household purchasing decisions.

The Rise of Single Moms

A generation ago, single moms were rarely if ever even recognized by marketers. Today, the birth rate outside of marriage has reached 41% compared to 20% just thirty years ago. Single motherhood is so common that statistics indicate half of all U.S. children will live with a single mom at some point before turning 18.

Single mothers may not have been attractive to marketers because they were perceived as younger and from lower socio-economic backgrounds. Today, many moms are single by choice — well educated, employed and financially independent. Some are even living with partners. Many are older and feel they’ve reached a benchmark where it’s time to start a family, with or without a husband.

Marketers need to recognize today’s moms as a richly diverse group and create campaigns that embrace that diversity. Following are some guidelines for reaching and connecting with this important demographic.

Portray Moms Accurately

Moms aren’t perfect, and they’re not striving for perfection. They’re ever evolving, emotionally complex and multifaceted.

According to Saatchi & Saatchi’s global study on “Moms and Marketing: IRL (In Real Life), 51% of respondents said advertisers don’t understand them. Not a good sign for marketers, given that there are approximately two billion moms in the world. Do the math: roughly one billion moms feel marketers are not speaking to them in authentic ways. That’s a lot of potential customers.

Keep It Real

Create real, inspirational stories that resonate with your target mom. Relatable, relevant content with information she can use and that makes her life easier. Moms not only do most of the physical work in the household but the majority of the mental and emotional work as well. They decide what needs organizing and what needs delegating. They do most of the worrying, research, information processing, and planning. Content that presents an honest portrayal of motherhood will say your brand gets her and will make her sit up and take notice.

Be Where They Are

The overwhelming majority of moms are online, researching product information, finding product recommendations and engaging with their communities. Brands that provide authentic interaction and meaningful connection can spark lasting advocacy and ongoing engagement with moms who come to view the brand as essential to her parenting experience.

Moms Are Mobile

American moms spend an average of 2.3 hours per day on their mobile devices. Mobile marketing campaigns are an important part of any campaign designed to reach moms.

Short videos and digital content designed for co-viewing with children that is both entertaining and educational will get her attention.

Support A Cause

By all measures, moms lead the way as the demographic most amenable to cause marketing. Moms want a better world for their children; to that end, 92% say they want to buy a product that supports a cause. They’re also more likely to switch to another brand if the other brand were associated with a good cause.

Most moms see themselves as a work in progress, which provides brands with many different opportunities in which to engage them. Smart marketers will recognize those opportunities and reach out authentically to understand and connect with them.

Here Comes Generation Z

generation z

Just when you’re confident that you’ve figured out how to reach the Millennial market, along comes a new audience: Generation Z. This group makes up a quarter of the U.S. population and by 2020 will account for 40% of all consumers. And while many are teens still living with their parents or grandparents, Generation Z holds nearly $44 billion in spending power. If you consider their influence on household spending, that number can top out at $200 billion.

That’s a lot of money on the line, so understanding the needs, aspirations, and behaviors of Generation Z should be a top priority for marketers in 2017. If you want to reach them, you have to understand how they think. Here are a few thoughts to get you started.

Offer True Multi-Channel Experiences

Generation Z are digital natives in the truest form. They’ve been completely influenced by technology their entire lives, and spend most of their time online. They’d rather have a digital conversation than a face-to-face discussion any day.

Consequently, the easiest way to reach Gen Z is through your social media presence. Social media is where they live and play, and where they discover the brands they love. This generation is used to seamlessly moving between television, laptop, desktop, tablet, and smartphone—from websites to social media to apps. Smart brands will invest in digital platforms that allow these consumers to co-create shared brand experiences. Gen Z is hands-on: they want to try it, take it apart, and recreate it.

Be Truly Engaging

Authenticity is a must with Generation Z. They’re savvy, and they want to see that a brand is authentic and aligns with their own values. They don’t stick around for brands that don’t ring true. They want to be amused, and appreciate social content that is funny and entertaining. A great example is Chubbies. Constantly posting humorous photos to Instagram and other social platforms, Chubbies’ frat-boy mentality and the catchphrase “sky’s out, thighs out” set the brand apart.

Another key part of authenticity is engagement. Real, two-way conversations, where questions are answered and relationships are forged are the way to Generation Z’s heart and wallet.

Recognize Their Mindset

Gen Zs are much more realistic than Millennials. They’ve lived through 9/11, witnessed an ever-increasing number of school shootings, and watched their parents lose jobs during the Great Recession. As a result, this generation is more cautious and more focused on social causes, as well as their own financial futures. Having seen the effects of the failing economy firsthand, Gen Z consumers will work hard to avoid debt and are less likely to make impulse purchases.

They also have a genuine desire to have a positive impact on the world. Show that your brand believes in social good by finding something you really care about as a company, and let that passion shine through in your marketing messages. Share your story so that Gen Z can determine if your brand values match their own.

Video Content Is Huge

With 90% of Generation Z saying they watch YouTube videos daily, video content is one of the most effective ways to engage with this generation. They even get their television content—both broadcast and cable options—through streaming options like Netflix, Amazon, and Hulu.

Videos that are both educational and entertaining are especially effective. Thinking along the lines of “edutainment” can reap big rewards. But this group is not just watching videos; they’re making their own, too. Give these teens and young adults a chance to shine by creating user generated content contests and watch your audience grow by leaps and bounds.

Look for ways to let your brand personality shine through in your marketing, because Gen Z consumers want relationships with brands they can genuinely connect with. If you’re interested in learning more about how you can reach this generation and others, give us a call. We’re here to help.

What Does the Gender Gap in Charitable Giving Tell Us?

gender gap in charitable giving

Women have a tremendous amount of spending power, ranging from $5 trillion to $15 trillion in the United States alone. They account for 85% or more of all consumer purchases, from new homes and cars to food and healthcare. Women even drive vacation decisions for their families.

The power women wield with their money doesn’t stop at consumer goods and services, either. It seems there’s quite a gender gap in charitable giving, with women more likely to reach into their purses for a good cause.

A Look at the Statistics

In almost every situation, women are more likely to give—and give more —than men. In fact, in the latest studies, boomer and older women gave 89% more than men of the same age. Women of all demographics are influencing philanthropy in new ways and use their clout to change the way funds are raised and distributed. And, as the boomer women experience the largest transference of wealth this decade as they inherit from parents and spouses, this trend should only continue.

The reason? Studies show that, because of the way they’ve been socialized, women tend to be more empathetic than men. That ability to understand what less fortunate people are going through often translates to their relationship with charitable giving.

Because of that empathy and the need to feel they’ve made a real difference, female-deciding households are more likely to give to youth and family services charities, like emergency relief, homeless services, food assistance, and legal aid. Men, however, are less likely to give to these organizations, and more prone to giving at higher levels to sports, adult recreation, veterans’ aid, and civil rights organizations.

What Prompts a Donation?

Studies show that men give to maintain the status quo or to serve their interests, while women give to help the less fortunate or to promote social change. It’s the message that reaches the giver; men want to hear that their donation will better their environment, while women are driven by knowing they’ll make a real difference.

Men may also be more likely to give in situations where there is a competition or someone to impress. This often becomes obvious in charitable auctions, where bidding against another reflects on the depth of the wallet. This doesn’t mean that men don’t have noble intentions. It’s simple biology. Basic competitiveness is evolved and related to testosterone. The way competitiveness is displayed, though, depends on the context.

Flipping the Switch

While women give more in almost every situation, there is one occasion where the numbers flip: in workplace charitable giving, where women tend to give less, and less often than men. It may be that men in the office feel the need to support their employer or impress with higher donations, or that women simply prefer to give to charities of their own choosing rather than ones selected by their employer. Aligning workplace charitable causes with women’s interests could result in more giving.

One thing is clear: Non-profits and other charitable organizations would benefit from understanding how gender comes into play – particularly with charitable donations. If you’d like to examine techniques and tactics for reaching female consumers, give us a call.

 

 

6 Ways Food Brands Can Tap Into the Millennial Mindset

how food brands reach millennial mindset

It’s clear that Millennials, like the rest of us, love to eat. And with so many choices available, from healthy to cheap, Millennials think differently about how they spend their hard-earned dollars. Brands that want to appeal to the Millennial mindset need to understand what’s important to them, starting with these six tips:

Use Humor

Millennials certainly aren’t the only ones who appreciate humor in advertising. As humans, we buy from people we like. And being funny is a sure-fire way to make us like you.

Not only that, but we also tend to remember funny ads—not just the content of the commercial, but also the product being sold. The real difference when marketing with humor to Millennials is knowing what they find funny.

What Millennials find amusing can sometimes walk a fine line between funny and offensive. Always know when to use humor and just how far you can go. Millennials love to be entertained and bond over the inside jokes of their generation, but make sure that humor works to reinforce your brand proposition.

Emphasize Health

Healthy eating is a big selling point for Millennials. Some are interested in fresh organic food while others just want healthier options for fast food. The end result is the same: offer healthy alternatives and Millennials will love you.

Consider Millennial favorites Whole Foods and Chipotle. No one could claim these two brands are anywhere near similar, except that both are perceived as healthy choices among the sea of junk food and fast food offerings available.

Get Nostalgic

It seems like Millennials had to grow up faster than any other generation before them. Many were kids during crushing financial crises, and dealing with college debt, choosing careers, and surviving on their own stole a lot of their youth.

Is it any wonder they like to relive the “good old days,” back when they were able to just be a kid without a care in the world? If you can tap into that nostalgia, you’ve got some marketing gold.

This nostalgia is why Pokémon GO was such a massive hit, why people are right now clamoring for the Nintendo Switch, and why Colonel Sanders is back at the helm in all the latest KFC commercials.

Be Socially Conscious

Millennials have a lot of spending power, but that doesn’t mean they’ll part with their money without thought. Brands with social consciences provide the opportunity for Millennials to buy the products they love while also helping others.

Consider the immense popularity of TOMS shoes and Warby Parker glasses. Both of these companies have a one-for-one program that provides shoes and glasses to people in need. Patagonia donates a portion of their proceeds to environmental causes. Ben & Jerry’s engages in grassroots activism and supports social justice through their own foundation.

Not only do they support the big brands that give back, they also like to support their local businesses. Fresh, local produce and local, chef-driven restaurants see a lot of dollars from Millennials, because this generation likes to feel as though they’re helping their neighbors and local economy.

Get Engaged

More and more consumers want to engage with their favorite brands, especially the Millennial generation. It’s not enough to answer their tweets and Facebook comments, either. They want to be a part of the story whenever possible.

Lay’s took advantage of this with their “Do Me a Flavor” contest, inviting their buyers to submit wild and wacky potato chip flavors for production. When they followed through and put the winners’ flavors on the market, they cemented themselves as one of Millennials’ favorite brands.

Create a Revolution

Millennials also love specialty foods—the more unusual, the better. From craft beer to craft ice cream, this generation’s tastes are revolutionizing food choices.

That desire for different has also led to the customized, build-your-own bowl meals, from rice and noodles to salad, quinoa, and poké. These bowls allow creative freedom, as well as the ability to choose quality, healthy ingredients.

What will you do to tap into the Millennial mindset this year? If you would like to discuss any of these strategies for marketing food brands to Millennials, give us a call.

5 Tips for More Effective Influencer Marketing

influencer marketing

Most experts agree: 2017 is the year for influencer marketing. In fact, 87% of marketers plan to launch at least one influencer marketing campaign in 2017. The reasons that this particular marketing strategy is surging right now are many. The first, and probably the largest reason is social proof.

According to research firm Yankelovich, Americans are exposed to 5,000 advertisements a day. Overwhelmed consumers are now experiencing “banner blindness” as they mentally tune these ads out. With 47% of consumers using ad blockers, more and more brands are moving away from targeted ads and moving toward paying these influencers to represent their brands.

Though now is a great time to experiment with influencer marketing, it’s important to consider the following to make sure you maximize the return on your marketing dollars.

1. Consider Your Brand

Before you seek out influencers, you should first consider your brand. Many industries have influencers that are easier to identify than others. Fashion and beauty brands are already using influencer marketing, with 60% having a strategy in place and 21% planning to create campaigns in the next 12 months. Other brands that work well with influencer marketing include food and beverage, consumer technology, and health and wellness.

2. Find the Right Influencers

The hardest part of influencer marketing is finding the right people for the job. In fact, 73% say finding the right influencers is the hardest part of influencer marketing. Once you’ve tapped someone to share your products, that person becomes an extension of your brand.

So, do your due diligence. Investigate an influencer’s previous posts to determine that they’ll be a good reflection of your brand’s mission and vision. While you can afford to work with influencers that don’t have large followings, you may never recover from a social media faux pas.

3. Don’t Sweat Small Follower Counts

While a social media celebrity might be the ideal influencer on paper, look beyond the A-list. Remember that 72% say relevancy is more important than reach. If your influencers are reaching the target market for your brand, then you’ve hit the jackpot, no matter how large or small their audience may be.

4. Allow Creative Freedom

Your chosen influencers resonate with their audience for a reason. Once you’ve determined that your chosen advocate matches your brand standards and speaks to your brand’s mission, let that influencer fly free. If you try to impose rules and regulations, the relationship may break down. Worse, you might dampen the spirit of that influencer’s posts, which means their followers won’t engage anymore.

5. Track your Metrics

The only way to know if your campaign is working is to track its success. You can’t make changes if you don’t know what’s working and what isn’t, right? Google Analytics and other automated software show you exactly where your traffic is coming from. If one of your influencers isn’t producing results, you’ll know early enough to make necessary adjustments to your campaigns.

Influencer marketing campaigns can be a great tool for driving brand awareness, but only if you’re willing to put forth the effort. If you’d like more thoughts on developing successful influencer campaigns and engaging new audiences, give us a call.

5 Food and Beverage Marketing Trends for 2017 You Should Know

Food and Beverage Marketing and PR

The transition from 2016 to 2017 brought more change than we have yet to realize. If you’re ahead of that turn, aware of what people will want—and not just what they want now—then you can craft successful food and beverage marketing campaigns for your brands. Let’s take a look at some of the growing trends we’re already experiencing.

A Return to Roots: Traditional Food and Beverage Products

A feeling of home and belonging is paramount at the moment. In the current political climate, many are seeking out foods that take them back to their roots. Traditional and retro-inspired products, designs, and campaigns will be huge. After all, no one will forget this Budweiser Super Bowl commercial soon:

In addition to a return to roots, consumers may also seek out foods that teach them about other cultures. Connecting to their fellow man through the things they eat and drink is just one way consumers will continue to broaden their worlds. Two emerging trends are Asian dishes such as pho and ramen, which are inexpensive and include fresh ingredients, and Jewish comfort food with a contemporary twist.

Searching for Youth in Foods and Beverages

Middle-aged and older consumers are enjoying healthier lifestyles and, thus, more youthful appearances. This health and confidence leads older buyers to act younger than generations before. Midorexia, or the middle-aged millennial, will react to food and beverage marketing that focuses on their health and wellness.

Magnum Ice Cream is one brand that really understands, as you can see in this particular ad. Also, FitBit — thought not a food and beverage brand — understands this quest for longer life spans, as you can see in the commercial below:

The Rise of the Child: Fostering Independence with Food and Drink

People aren’t just trying to look and feel younger; they’re also teaching children to act older. Parents will continue trusting their children to give opinions on the food and drink purchased for the family. Quaker has really reached out to children in their ads, giving them reasons to choose the healthy options. There’s also this truly funny commercial for Halos:

Part of the reason for this increased independence for children is the struggle for parents to find a work/life balance. With both parents (or single parents) in careers, the time needed to plan shopping and meals is limited. Giving children the responsibility of helping with those choices relieves some stress for the parents but also encourages more mature decision-making in the kids.

The Need for Time: Marketing Quick, Healthy Meals

That work/life balance that working couples or singles strive for means that the time needed to plan and cook healthy meals is limited. Studies show that 43% want meals that are easy to cook, 34% want something that’s quick, and 18% want to use as few pots and pans as possible.

That need for time must also balance against the desire for healthy choices. Tech-driven start-ups like Plated, Hello Fresh, and Blue Apron are dominating the scene, giving consumers the ability to cook gourmet meals without added hormones, preservatives, and colors. Food brands that can provide a similar experience will see a big boost in 2017.

The Multichannel Experience: Food and Beverage Marketing Beyond Traditional Media

Our changing world leaves buyers with a lot of questions. They will look to several different channels to get those answers. When marketing your brand, be where your buyers are – online, in stores, on apps, in both social media and traditional media, and anywhere else your buyers live on a daily basis.

Brands can never again tell consumers what they want. It’s the buyer who shapes the narrative and determines the need for their families. The buyer controls the cash. It’s up to marketers to create an experience with as little friction as possible, while also helping consumers sift through the enormous amount of data they receive from the various channels they use to get their information.

What will you do this year to enhance your buyers’ experiences? How will you help them return to their roots and recapture their youth? How will you create experiences that draw them closer together and give them time to enjoy their lives? If you need help with your food and beverage marketing, we’re here for you.

4 Things the 2016 Election Taught Us About Marketing to Women

Marketing to Women

It’s no secret that women feel like marketers don’t understand them. The same might be said about legislators, as we’ve seen from the tremendous uproar following the 2016 election. The problem isn’t that women are hard to understand; it’s that no one seems to be listening. If you want to make a difference with your efforts in marketing to women and really reach the people who control $5 trillion to $15 trillion annually in the U.S., then consider these four things we’ve learned about marketing to women since our new president was elected.

1. Same Outlets, New Message

You don’t have to go somewhere new to reach the millions of women who are reaching for their wallets. They’re right there, using the same social media accounts that men are using.

The use of social media and humorous memes can, of course, be used to spread misogynistic imagery, but women have found these tools can also be used for good. Research the hashtags and memes used to rally women together and show them your business stands with them.

If you don’t think women are using these tools to affect spending, consider the #GrabYourWallet movement, which is possibly responsible for the removal of the First Daughter’s fashion line from high end department stores.

2. Stop Researching, Start Understanding

Some creatives, such as Glenn Cole of 72andSunny, came to a conclusion that women have long felt was overdue: No one really tries to understand their audience. “For me, the big ‘aha’ of all this is the realization that we (Americans) don’t really know each other, or what drives each other,” says Cole. This is definitely a step in the right direction, but not at all helpful if marketers still don’t drill down and take the time to truly identify with the women they’re trying to reach.

A graph might show you what the majority wants, but it won’t show you the various nuances of your target audience. Understanding women involves research across various geographic, economic, and ideological landscapes. In other words, what urban women consider strong and successful will differ from what rural women aspire to.

3. Stop Following, Start Leading

Almost half (48%) of women surveyed by SheSpeaks believe that the election results will not benefit women. However, 3 million to 4 million women, men, and children banded together to march for women’s rights just one day after the inauguration, proving at least one benefit already—renewed solidarity.

Whatever the polls may tell you, women say something different with their actions. Just because they feel they’re not being heard doesn’t mean they’ll stop speaking up. In fact, they’ll just get louder. Don’t just hear them. Yell with them, too.

4. Stop Degrading, Start Uplifting

The buying public isn’t as willing to accept brands that glorify sexual violence, even if only a cheeky ad, as evidenced by Trump’s plunging brand equity after the release of his interview with Billy Bush. Someone should remind Burger King before they create another ad like this one:

Burger King Misses the Mark while Marketing to Women

Even if a woman chuckles at a degrading ad or meme, that doesn’t mean she’ll make a purchase. It doesn’t even mean she’s comfortable with the imagery. In fact, she probably fears for her future.

Instead, speak to her power. Remind her that she can do anything—and probably already does—that a man can do. Whether that’s buying a car, making home improvements, or simply choosing a delicious beer that’s not pink or fruity.

It’s a new era for marketing, and a lot of dollars are at stake. Will you work to understand your audience now that they’re shouting what they want, or will you keep doing the same old thing? It’s your move.

Marketing to Mothers In the Sandwich

Mom in the Sandwich I recently read an article by Liz O’Donnell about marketing to “mothers in the sandwich,” those women who are caring for their parents while also raising their children and trying to balance careers. Life in the sandwich raises unique challenges for these women, but also provides unique opportunities for those products, services and businesses that support these women. I should know, because I am one of those mothers in the sandwich.

These women are busy, savvy (they need to be; they are managing crises, averting crises, and solving problems every day), and influential. As Liz notes, they’re making health care decisions for three generations, managing money for three generations, consuming services for three generations, and purchasing products for three generations.

So whether it’s car services to transport seniors to medical appointments and children safely to afterschool activities, or errand and meal delivery service, these women have purchasing power that shouldn’t be ignored. Marketers would be wise to listen to them, support them, and help solve their problems. For that, they’ll be rewarded with a lifetime of loyalty.

Marketing to the Millennial Mindset

Marketing to the Millenial Mindset

The Millennial Influence on the Consumer Market

Last year, millennials became the largest generation of consumers living in the U.S. Beyond the sheer size of this generation, their impact lies in their ability to influence an entire market of consumers who may or may not be their peers. For example, a 50-year-old man is not a millennial, but he is just as dedicated to wearing his Nike+ FuelBand every day as his 23-year-old son. In its latest research, FutureCast has dubbed this the Millennial Mindset.

Elements of The Millennial Mindset

Social Circle – While social media is a powerful tool, The Social Circle refers to the team of advisors modern consumers have built for themselves – without question the most influential and impactful pillar within the Millennial Mindset. The more brand fans who advocate for the brand, the bigger the social circle.

Self – The key to great brand performance is building an emotional connection with your audience. Consumers who feel that a brand understands them on a personal level develop the kind of loyalty that leads to brand dominance. Brands that help consumers live more fulfilling lives through customized experiences are winning big.

Innovation – Millennial Mindset consumers want the novelty, efficiency, and effectiveness that come with product innovation. They constantly seek out brands that are re-inventing and re-creating new ways to make consumer’s lives easier and more efficient. Brands that are constantly in beta will drive interest and engagement across generations.

Trust – Trust is the first step to any great relationship – millennial or otherwise. The most trusted brands are the ones that put consumer needs first and follow through with their promises. Consumers today have more access to brands than ever before. so keeping secrets and important information hidden behind red tape is no longer an option. 

Accessible – Accessibility is key. Consumers today are looking for access to brands across both physical and digital channels and for brands to create a seamless transition between those two worlds. 

Purposeful – Millennial Mindset consumers are looking for brands that are committed to making our planet a better place. Today, brands must acknowledge the triple bottom line that exists – people, planet and profit. Businesses cannot exist in the modern market if they are only focused on the numbers in their P&L.

To delve deeper into the Millennial Mindset, download a copy of the report here.

Warby Parker – Winning Marketing Strategies That Also Resonate With Women

Warby Parker Markets to WomenWhen eyeglasses company Warby Parker launched in 2010, its founders had no real traditional marketing plan, but had invested their life savings in three main areas: their product, their website and a public relations program.

According to co-founder and CEO Neil Blumenthal, they knew that you only have one shot to launch a fashion brand, and set their sights on Vogue and GQ magazines where they wanted the company’s name to debut.  The PR team placed Warby Parker in the February issues that year, and the result was better than anyone could have expected. Since then, their press-triggered sales spikes have turned into sustained growth, with more than 50 percent of Warby Parker’s sales driven by word-of-mouth and peer recommendations.

“Everybody’s looking for that tidbit to talk about at the dinner table,” he explains.  “For us it was our $95 price point, innovative home try-on model, and our buy a pair, give a pair program.”

For every pair sold, Warby Parker donates a new pair to VisionSpring (visionspring.org), a nonprofit that trains low-income women in developing countries to sell affordable glasses in their communities.

Today, consumers want their brands to matter more; they’ll support the brands that align to their values and are meaningful to them. This give-back mentality really resonates with people, particularly women.

In an interview included in 99U’s new book, Make Your Mark, Blumenthal also revealed three branding tips that have helped make Warby Parker an authentic lifestyle brand that treats customers the way they want to be treated. As you’ve read in previous blog posts, these tips are especially important when marketing to women, and well worth remembering:

1. Don’t Fake It

“People have extremely sensitive BS detectors these days,” Blumenthal says. “They sense a brand’s authenticity — or fakeness — immediately.”  To gain the consumer’s trust, Warby Parker has made transparency and honesty key components of its customer relations, especially when it comes to owning up to a mistake before it becomes a bigger issue.

2. Don’t Forget the Little Things

Being honest and accepting responsibility is just the beginning in starting an authentic relationship with customers. Brands should also be proactive about making customers feel their needs are being met. “For us, that might be offering a discount, it might be offering free glasses, it might be doing whatever it takes to get that person a pair of glasses before they go on vacation,” Blumenthal says. “It’s the little things that make a brand great.”

3. Don’t Be a Control Freak

According to Blumenthal, a brand is no longer a strict messaging hierarchy. With the social Web, a brand’s messaging is constantly changing and consumers are helping shape it every day. “Your brand is part of conversations that are being held in the streets, on Twitter, and on Instagram,” he says. “And the best that you can do is help influence that dialogue by giving people reasons to talk positively about it. These days, community managers are your brand managers.”

Does your brand have a well thought-out strategy for reaching your target consumer that addresses what is most important to them?

«< 3 4 5 6 7 >»