Digital Branding

How Attitude Branding Helps Our Business

This week I am thrilled to host Tammy Durden from Tammy’s Office Solutions. She’s one of industry’s giants that loves to share her know-how, and I expect her to come by more often in the future. For her first appeareance she decided to let us pick her brain about Attitude Branding (I’m sure the pun is intended!)

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Branding is all about perception.  How a person views a product or service.  It is about a person’s perception as (1) it relates to how we represent our brand to the world around us, as well as, (2) how the consumer or client sees or even feels about our brand.   Attitude Branding is using perception to its full advantage.

What is Attitude Branding?

According to Marketinghuddle.com, ‘Attitude branding involves marketing a larger feeling that’s associated in the minds of your customers about your business.’

Consumer Psychology describes it this way: “Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object–within the context of marketing, usually a brand or retail store.  These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object.”

In other words, Attitude Branding is about evoking emotions and feelings.  It has everything to do with how the consumer ‘feels’ about our brand.  How do they perceive our product/service in relation to their self-worth, identity, or even who they may want to be or who they desire to be perceived as being? It goes without saying, that marketing our brands have come a long way as Attitude Branding is common place with many of today’s top companies.

From a Company Point of View:

As we consider this from a company’s point of view, on a smaller scale, we may think we are representing ourselves, our products and/or services to be represented in one particular way, but if the consumer does not pick up on the ‘feeling’ you are trying to put off or represent, they will not connect well with your brand.  If, however, we use attitude branding for our product(s) and service(s), making them appealing, yet evoke emotions it will cause the client to connect with our brand.  This is indeed the sweet spot of branding.    If we can achieve attitude branding successfully with prospective clients, then we have truly unveiled the golden ticket to sales.

All businesses have tried to figure out the best way to brand our product or service, including, how it will make the purchaser feel about something.  We need or even want to have a connection to the product or services prior to buying.  For instance, if we purchase an Apple (Mac) Computer, most, unlike myself who needs one to be in sync with clients, it is probably because it has come to represent technology, trendy and on the verge of cutting edge to us.  After all, who doesn’t feel a little smarter, even more techie, when they have purchased an Apple product?  Yes, it may be a good product, however, millions and millions have purchased because it makes them feel or sense something more personal about themselves or even their own business.  Simply using an Apple does not make you smarter, however, the perception of the brand is that it does make us smarter, more techie and trendy.

The Consumer’s Perception

Often consumers do not even recognize what they feel toward a brand.  They assume they are purchasing because of the name of the brand and what it represents or because they think it is best product; not based on a feeling.  How many of us would admit to making that last-minute splurge, not because we researched or knew it to be a great product, but because it just made us feel ______ (insert self-confident, beautiful, powerful, on and on).  Purchasers may not even know anything about the company, but only that the product appealed to them. Some will not even know why it appealed to them.

Attitude branding is all about looking at our product or service from the consumer’s point of view.  Even more than this, it actually ties into the purchaser’s perceptions and feelings about themselves.  Which can, believe it or not, have nothing at all to do with the product or service itself.

Applying Attitude Branding

For those of us who have spent years working on our brand development in top branding agencies here, tweaking colors, logos and even the tag lines, this can be a little unnerving, to say the least.  Remember it does not matter if the product or service really gives the buyer a better self-worth, lifestyle or other identities.  It is just that it makes the consumer feel they have a better lifestyle or identity by purchasing from you.  So how can we make sure that our brand is not only saying the right thing but also and even more importantly, evoking the right emotion to that will cause ‘lookers’ to become ‘buyers’?

As we try to use attitude branding with our own products and services, we have to realize what the buyer wants or needs to feel about themselves when purchasing with our company.  How can we, as entrepreneurs use the attitude branding in developing our own brand?

A few steps may help you achieve attitude branding with your product or service.

  1. Be sure you associate the branding of the product or service with the desired lifestyle.  If we can brand our product/service with a luxury lifestyle, for instance, it goes to reason, that an increase in desire for that brand’s products and/or services would most likely result in the consumers who want to feel they are living this lifestyle.  Make sure that as we put forward our brand images, logos, and other brand identities, that it also represents a very desired feeling.
  2. Tie in our branding with the feeling and freedom of self-expression.  This is important, as we do not want to seem we are brainwashing anyone, of course, yet, also give the buyer of our brand a feeling of being able to express themselves by using our product and/or services.
  3. We need to develop the brand and even market our business to include words that help the buyer feel some emotion.

If we can establish attitude branding for our business in a way that helps our clients feel great when buying with us, they will return time and again.

Enhance branding with Instagram
Digital Branding

Enhance Your Branding Process Through Instagram

When you are involved in the branding process through social media platforms, you must keep a track on the growth of your likes and followers. Social media can play a great role in enabling smaller brands to reach a large audience by having a great online presence. Let us discuss some effective ways to improve your branding process using Instagram marketing.

Stress visuals

Focus On Visuals:

When you are working on Instagram, you must focus on the visuals. You must remember the key rules like:

  •  Try to use the same filters every time
  •  Make sure you to select quality visuals which are consistent in nature
  •  Stick to a color theme and use it whenever possible
  •  Never overload your images with text

Use hashtags

Include Hashtags:

Not only effective for Twitter, hashtags are useful for Instagram also. Though you can add a maximum of 30 hashtags in a post, you must try to limit it to no more than 10. This will help to prevent overcrowding ion the post. Try inserting 5 to 10 hashtags in each post and keep tracking your Instagram followers.

Provide A Professional Touch:

Try hiring a professional to maintain your Instagram account. He will post the images in a more creative manner and will help in gaining your followers. If you already have a marketing department in your company, you can outsource photographers who can look after your visual assets. The professional images can be used in blogs, websites, and definitely in the social media platforms.

Promote good causes

Involve Yourself In A Good Cause:

You must take a responsibility to make your world a better place for living. You can connect with the like-minded individuals using influencer outreach strategies for good causes. If you are selling a product which is eco-friendly in nature, you should never forget to mention it. You can associate with the nonprofit organizations. For expanding your reach, you can give away a part of your profits as donation to those organizations. This noble move will surely boost up the branding activities.

Repost And Promote Others:

If you want to be promoted by others, you must put efforts in promoting their post by reposts and shares. You can partner with the brands which have similar numbers of likes or followers like you. You can ask them to include a call to action which will follow your account. You can come to a mutual benefit situation when you repost the posts of others in return for their sharing yours.

Encourage followersEngage:

You are required to be interactive as well as social if you are maintaining a social media account. Make sure that you are engaging with your current followers and are putting efforts to make new followers.

The social media tools are not only used for scheduling the campaigns. With the help of the analytics, you can measure your success and can regularly keep a track of the number of your followers. You can refine your Instagram strategies for improving the clicks and the engagement for your brand.

This information was shared by guest blogger Ginger Domain of Mumbai, an Indian Digital Marketing Company, which has gathered a professional group of young, talented, and highly skilled individuals who provide remarkable website design, web and mobile app development, and of internet marketing. We take pride in helping our clients strategize, design, implement, and manage innovative digital marketing campaigns that generate leads and sales. Not only do we execute, we educate our clients throughout every step of the engagement. For more information, visit https://instamacro.com/

Local Branding

Modern Transit Solutions Can Help Establish Your Brand

The Costs Of Air Travel

You don’t have to own a server array to compete with “the big dogs”, as the saying goes. Using cloud computing solutions, you can do many of the same things they do internally for a fraction of the cost. This allows you to compete, increasing profitability, scaling outward, and eventually being able to source internally.

Today, borders are being eroded and distances consumed by the ability of technology to overcome. You’ve heard phrases like “the world is a global village”, and “it’s a small world after all!”. These sentiments are on the increase, and relatively native to modern times.

Before Columbus found the “east Indies”, as he called them, it’s doubtful you’d hear the sentiment “it’s a small world after all”. That is a consequence of developing social and technological development with time. Today, it’s gotten to the point where business executives in America may regularly go to places as far afield as Japan.

Your small business will be expected by many prospective clients to be continuously available, twenty-four hours a day, seven days a week. Additionally, it will be expected that you have transit capabilities. There are many situations where potential clients may be interested in working with you, but will want to meet with a representative personally.

If you only have to make such transits an 11% part of your annual calendar, that’s going to come to between forty and forty-one flights. Should an average flight cost $500 directly, and in total $1200 indirectly (because of the employee time involved), you’re looking at between $24,000 and $48,000 a year on flight expenses.

Solutions

Since many small businesses have to travel regularly in order to become established, playing coastal ping-pong between Los Angeles and New York (not to mention the occasional furlough in Denver), sometimes securing private flight options ends up saving them money.

In America today there are about 211,000 private pilots. That’s not a large number, considering America has 320+ million people currently. What it means, though, is that there is an existing industry in private aircraft, private aircraft parts, and the facilitation of solutions beyond the commercial sector.

You might even say that the industry is ideally sized right now. There’s a lot of room for expansion and innovation. While regulations exist, they haven’t hit that corporate juggernaut level known to be profitably hazardous in the long run.

travel

With these things in mind, for those who’ve crunched the numbers and found private flight is recommendable, there are a few pointers worth taking into consideration. One, you’ll have to do all your own upgrades and maintenance. Two, you’re going to want a solution that can be sourced anywhere; sometimes private airstrips are remote.

A third thing to consider is that you’ll want to source the best possible components for your aircraft, like those developed by aircraft engineers at Lycoming.

One of the reasons AeroInStock.com offers Lycoming carburetor solutions is because of their pedigree; according to Aero’s site: “…carburetors manufactured by Marvel-Schebler Aircraft Carburetors LLC continue with the implementation of modern manufacturing practices and engineered product improvements to ensure delivery of outstanding carbureted fuel controls.”

Protecting Your Investment

Finding known solutions in parts supply for your private aircraft represents an investment in the plane’s future, and potentially a cost-saving endeavor for your small business. When you can reach more diverse clients more quickly, you have a greater chance of establishing a strong brand whose influence isn’t limited to local clients.

The world is a global village continuing to expand, intermingle, and conduct business. If you can establish your brand with such a mindset, you have a good chance of maintaining it for years to come.

Digital Branding

Creative Business Gadgets Anyone Can Easily Use

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In the world of technology, there seem to be new gadgets coming out every single day. While some of these may make you scratch your head in wonder of who would use such a thing, others can be the newest gadget that can improve your business’s efficiency drastically. Below we have put together a list of the business gadgets you should take a closer look at for your business.

Pocket Printer 

If you find yourself meeting with clients in their place of business or out at a restaurant, you may not have convenient access to a printer. If you didn’t print off the right documents before you left or your terms with the client changed, you risk losing the deal if you don’t have a copy for them to sign at that moment.

With a pocket printer and some clean sheets of paper, you can print out your documents in minutes. These handy cordless devices are small enough to hold in your hand but powerful enough to last for up to an hour of printing.

The printer strategically works itself across the flat sheet of paper on a table, printing the document as it goes. This can be used with wi-fi from your phone or laptop. You never have to be without a printer again.

Flapit Counter 

If you have a large growing community of Facebook, Twitter, or Youtube followers, why not let your customers know. This flip counter can sit conveniently on the front desk of your office. It connects via wi-fi to real-time data about your statistics.

This counter can be a great incentive to get new customers to like or follow your social media profiles, while they are in your office. When your customers see they can make the counter flip, they will be sure to tell everyone they know. That might get you a few extra flips of the counter.

This product is great for employee motivation. Every time the counter flips, a new person is giving your business a thumbs up. Tell me that isn’t real-time motivation.

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IRobot Ava 500

If you have a large business with multiple locations, then this gadget is for you. This is a computer screen podium on wheels. This invention allows you to connect with employees in real-time.

This device can be operated from any computer as long as you have the credentials. Simply use your IRobto Ava 500 to stroll up and down the halls of your other locations to talk to your employees. This is almost equivalent to checking in with your employees in person.

Equil SmartPen 2 

This has got to be one of the best innovations in the recent years. The Equil SmartPen 2 writes like a regular ballpoint pen on paper, however it has a real-time recorder that syncs whatever you are writing to your tablet. How’s that for innovation?

No longer do you need to spend time manually transferring your notes to the screen. You don’t have to worry about smudging the screen of your tablet or trying to type with those small keys. Simply write your notes out like you normally would on a notepad and let the Equil SmartPen 2 do all the hard work for you.

Video Handheld Gimbal 

Uploading new videos to your Youtube channel is a must to keep subscribers interested in your business. With the GoPro handheld gimbal, you can make all your videos smooth and professional. There’s nothing worse than a video that is poorly recorded. Don’t make that mistake with your customers. This easy to use gimbal can make all the difference in your video production.

Local Branding

15 Tips for Keeping Your Wedding on Budget

We already know that choosing bridesmaid dresses from Azazie is one great way to stick to even the tightest of wedding budgets. We asked wedding pros for their top suggestions for keeping costs in line, and they gave us 14 great tips!

Don’t Skimp on Photography

1. If you hire an amazing photographer he/she will be able to capture everything to look like you spent a lot of money even if you didn’t! Aaron Huniu, Aaron Huniu Photography

wedding-photography

2. It’s easy to go over budget on the photography. Try to barter. If you have a service the photographer might like ask them if they are willing to do a trade. Caroline Ross, Caroline Photography

Research Your Vendors

3. Wedding services can significantly increase the cost of your overall wedding budget. Do your research, you will find the perfect vendor that will compliment your special day and most importantly stay within your budget. Karissa Petrellese, NJ Wedding Pro

Discuss Your Priorities

4. When you’re really struggling to get your wedding spending on track, prioritize what truly makes the two of you happy. By saving, you’ll look back on your wedding day and remember how perfect it was. Justin Miners, Destination Wedding Directory

5. “Use your wedding as an opportunity to bring family & friends together. Sit around the table and do DIY projects together. Prioritize items on your checklist and stay on top of your budget. Ash Metry, Inspired Bride

 

Be Creative and Try DIY

6. Be creative when it comes to centerpieces: use an array of artfully mismatched cake stands to display dessert in lieu of expensive floral arrangements? Jutta Lammerts, Wedding Woof

7. DIY your Seating Chart! There are so many easy options that will add a personal touch, let you contribute something to the decor, and are simple enough for anyone to do, even if they have no craft skills. Amy June, Amy June Weddings and Events

8. Save money on your flowers by DIYing your centerpieces! Check out whether there are any flower markets near you, and willing wedding party members, and the morning of your wedding you can have a fun flower arranging party! Tracy Osborn, WeddingLovely

wedding-diy

Understand Your Budget

9. Set a range of amount instead of a solid amount. This will give clients room for flexibility as well as negotiation. Also, be realistic. If your number of guests goes up, know that your budget goes up as well.” Jo Ann, Apropos Creations

10. Couples need to know the big picture of how much money they have to spend so I can recommend vendors that will fit into their budget as well as their personality and style. Tracie Morris, You’re The Bride

11. Some of the smaller things that we forget to budget for could end up potentially costing a sizable amount – that is where you can stray from your initial expectations. Annie Cording, Wedding Ideas

Make Great Choices

12. Be sure to have your gown cleaned promptly after the wedding. The sooner it is cleaned, the better the chances for removing all stains and soil. Wait too long and you will pay extra for the special care required to remove set-in stains. Sally Lorensen Conant, Ph.D., Wedding Gown Specialists

weddings

13. Hiring a day of wedding day coordinator is seriously one of the best investments you can make for your big day. Not only can they help keep you on track budget-wise and save some serious dough by providing ideas on how to cut cost on items like flowers and decor.. they also help you keep your sanity while planning your big day!
Hosting an open bar at your wedding is a huge expense. Cut cost by offering beer and wine plus one or two “signature wedding cocktails” in lieu of a full bar. Carla Friday, Details Made Simple

14. Open bar seems like a good idea until you rack an almost $1,000 bill. Have a cut off time for the bar. This will help lower your cost on alcohol. Autumn Mae M, City Girl Desert Doll

15. Couples who have a positive attitude and seek professional and relevant advice have a better wedding planning experience. Camille Abbott, Ceremonies by Camille

Local Branding

Money Saving Ideas For Parents

Having children is the most rewarding, enriching, and exciting thing a person can do, It is also one of the most expensive.  According to the United States Department of Agriculture, the cost of raising a child to the age of 18 is roughly $300,000, (and I doubt that even considers the costs of the latest iPhone they think they need by the time they are six). Needless to say, that is exactly the reason why a great number of people turn to financial plan solutions – to get prepared for the little ones. As the experts from My Wealth Solutions would say, it’s a series of well-planned investments that would help you reach the financial stability much needed when expecting.
We all want to provide for our children but it is not always easy to make ends meet. However, there are ways we can save money and still enjoy the life we are creating for our families. Below you will find a few tips that will help.

Money Saving Ideas For Parents

Car seat

It has to to safe, not stylish   

Parents tend to think they have to have the best and latest of everything for their little ones. Manufactures know that and put every bell and whistle they can think of on their products. The fact is, your child is going to outgrow many of the things you purchase, long before you even try out all those options. Take car seats for example. Your child will go through at least three car seats (or more). Your car seat needs to be safe and installed correctly. Spend your time researching the car seat and not your money on options.For ideas on what you really need to travel with baby, visit sites like bottlesandbanter.com.

Stroller

Strollers

Did you know some strollers cost hundreds of dollars? They recline, lock, have reversible straps, umbrellas and come with HBO. (Okay, no HBO) Then they fold up and “fit” into the trunk of your car. When you get to the mall, doctor’s office, or the park with your screaming baby in their car seat, you struggle to get this stroller (which is much like a Volvo) out of the car and then fight to set it up. By now your child is having no more waiting and the minute you strap him in, he goes into a melt-down that makes every mother in the area wonder if he is being kidnapped. You push your child, his diaper bag, your purse and the Volvo into the mall, where the fit continues. You end up pushing all that back to the car with one hand and a worn out baby on your hip. The next time you venture out, you grab the $20.00 umbrella stroller that you keep in the backseat and just go.

Money saving ideas

Buy, Sell, Trade

Use consignment shops, shops that buy and sell baby clothes and save a bundle. It is shocking how fast a kid grows. They often outgrow something before they even wear it. Sell it at a shop like Once Upon A Child or on EBay. Take good care of the clothes your child wears – your child learns about frugality from you. You can trade them if they are in good condition. Co-Op with other parents and have swap meets. Get the most out of your child’s clothes and the things they need.

Support Groups

Make arrangements with friends to trade off babysitting, mother’s day out and other things that cost you money. The group I was in even cooked double meals once a week and traded. That way we always had a meal in the freezer that we had not had the day before. Take turns taking the kids to dance class, practice, or the park. You save money and find a little time just for you.

For more ideas, visit www.femmefrugality.com. This site is a great go to site for just about anything parent/ money related! There are a lot of ways to save money listed on the internet. Use common sense and remember one rule.  Just because you did not have it as a child, does not mean your child needs it.

Digital Branding

6 Examples of Great Co-Branding

Partnering strategically with another business in your marketing can be wildly successful for everyone involved. However, if the relationship isn’t constructed properly, a co-branding campaign could turn into an epic failure. Both companies have to be on the same page with their target audience, vision, promotion, and price to create a successful campaign. The whole point of co-branding is creating an agreement that will make both parties more successful than they could have been on their own by finding a partner that complements them well. There are plenty of examples of great co-branding and below you’ll find six from major brands that can help you in your own business.

Red Bull and GoPro

Red-Bull-and-GoPro

In 2012, Red Bull and Go Pro teamed up for the event “Stratos” which featured Australian Skydiver Felix Baumgartner jumping from a helium balloon 24 miles above the earth. During the jump, Baumgartner broke three world records, shattered the sound barrier, and used a Go Pro camera to capture everything. The event was wildly popular and a successful project for both Red Bull and Go Pro.

Stratos worked because both brands target the same audience. These companies market to thrill-seekers, extreme sports fans, and those who want adventure. Red Bull’s director of sports marketing Sean Eggert has said that “GoPro camera technology is allowing us to compliment the programming by delivering new athlete perspectives that have never been seen before.”

Cold Stone Creamery and Tim Horton’s

Cold-Stone-Creamery-and-Tim-Hortons

In 2009, ice cream chain Cold Stone Creamery and coffee shop Tim Horton’s launched a partnership where each company would put the other one’s menu in 50 of its stores. Executives from both companies decided to partner with each other because they share many of the same customers and each company does most of their business during different parts of the day. Tim Horton’s sees most of its sales come in during the morning and afternoon while Cold Stone serves more customers in the evening. After seeing an increase in sales during a test run, both companies decided to expand the initiative. The two even started offering joint menu items such as coffee floats after listening to the requests of customers.

This co-branding strategy made sense because each company looked at their sales activity and realized that they could complement each other since many of the same customers enjoyed products from both brands at different times of the day. They believed that creating co-branded stores would draw in more customers and they were right.

Uber and Spotify

Uber-and-Spotify

Who doesn’t like listening to music in their car? This partnership allows Spotify users to listen to their favorite songs while they’re in an Uber ride. When you’re waiting for your car to arrive you can queue up a playlist so that your song starts playing as soon as your driver begins your trip. It gives an exclusive experience for Uber riders, Spotify customers have another a reason to pay for a premium membership, and it also gives both companies a unique differentiation over competitors like Lyft, iTunes, Pandora, and YouTube.

MasterCard and Apple Pay

MasterCard-and-Apple-Pay

Both Apple and MasterCard understand that cashless transactions are where our society is headed. MasterCard became the first credit card company to support Apple Pay. This gave Apple an ample customer base to work with while it tweaked its service and gave MasterCard a brand new functionality that was exclusive to their customers. Apple has since teamed up with other major credit card companies to expand their user base.

Dr. Pepper and Bonne Belle

Dr.-Pepper-and-Bonne-Belle

The oldest partnership on the list started in 1975 between cosmetics company Bonne Belle and beverage company Dr. Pepper. After launching the flavored lip balm line Lip Smacker in 1973, Bonne Belle successfully formed a partnership to create Dr. Pepper flavored lip balm. This flavor of lip balm still exists today and continues to be successful.

Nike and Apple

Nike-and-Apple

This is an absolute no-brainer and is an example of very successful complementary branding. Nike knows that their customers who are runners want to listen to music when they exercise and track their progress. So, they formed a partnership with Apple so that their customers could do both. Nike developed a footwear line called Nike+ and Apple created a microchip that fits into the shoes which records the users progress when they activate the feature from their iPod or iPhone. This microchip will tell the user statistics like the number of calories burned, speed, distance, and time. You can even program your Apple device to start playing a particular song when you reach a certain point during your run.

Conclusion

Co-branding can be an excellent way to grow a company without having to make a major investment in resources in branding agencies like Ramotion or create expensive marketing campaigns. It creates a “best-of-both-worlds” relationship where each business benefits from the reputation, image, and customer base of the other. However, co-branding isn’t an end all be all solution and should be executed with caution. If co-branding initiatives aren’t performed correctly, they can turn into absolute blunders. However, if executed properly, they can pay off greatly for all involved and make customers happy. Did you know that having a pet around could make you better at branding? Learn more here.

Digital Branding

The Top 5 Best Ad Campaigns of All Time

What makes people buy? The best advertising campaigns are able to invoke an emotional response from consumers, connect, and engage with them at their core. A product rarely achieves advertising success based solely on merit. The best marketing and ad campaigns psychologically and emotionally create a response in all of us. With the growth of the internet and social media, brands are constantly fighting over the attention of consumers. To make your product or brand stand out you must get creative. Here are four brands that created insanely successful ad campaigns.

Dos Equis – The Most Interesting Man in the World

Dos-Equis---The-Most-Interesting-Man-in-the-World

In 2006, Dos Equis took a drastically different approach to selling beer. Instead of positioning their product as a must-have for getting the attention of attractive women, Dos Equis turned their beer into something that promoted distinction and curiosity. Played by actor Jonathan Goldsmith, the character “The Most Interesting Man in the World” says the following tagline at the end of every commercial: “I don’t always drink beer. But when I do, I prefer Dos Equis.” The ad campaign was so successful because it didn’t feel like a commercial. It felt more like a comedy short. Viewers became enamored with the character’s experiences and the character has even been turned into an internet meme. This unique positioning by Dos Equis opened the company’s product to a wider, more youthful audience.

California Milk Processor Board – Got Milk?

California-Milk-Processor-Board---Got-Milk-

California milk sales rose 7% in one year thanks to this clever ad campaign. The interesting part of this campaign is that it wasn’t created to target non-milk drinkers, but those who were already drinking milk. This is important because it’s not always beneficial or cost-effective to try and reel in a new audience. Sometimes, it’s better to market to your current audience and get them to not only start buying your product more, but become fans that promote your product to others as well.

Old Spice – The Man Your Man Could Smell Like

Old-Spice---The-Man-Your-Man-Could-Smell-Like

You usually don’t see a lot of overnight successes in online marketing but Old Spice’s “The Man Your Man Could Smell Like” campaign is an exception. In February 2010, ad agency Weiden + Kennedy launched the first commercial in the campaign, featuring actor Isaiah Mustafa, and it was a viral sensation. Later that year, Wieden + Kennedy devised a social media video campaign in which Mustafa made 186 video responses to viewer comments online. Wieden + Kennedy creative director Jason Bagley described it by saying, “We were creating and sending miniature TV commercials back to individual consumers that were personalized, and we were doing it on a rapid-fire basis…No one expects to ask a question and then be responded to. I think that’s where we broke through”. The video responses made this campaign extremely successful. Weiden + Kennedy capitalized on the momentum of their initial TV spots and engaged with followers and fans. Through all of this, sustaining the brand’s new image and voice were always kept as a high priority.

Dove – Campaign for Real Beauty

Dove---Campaign-for-Real-Beauty

In 2004, Unilever discovered that only four percent of women thought of themselves as beautiful. So, with the help of Edelman Public Relations and Ogilvy & Mather, the company launched a campaign that challenged people to rethink how they perceived female beauty. The campaign gained a flood of attention from the media and discussions of female beauty started taking place on talk shows, in magazines, newspapers, and online. One ad features a sketch artist who first draws a woman’s face based on the woman’s description of herself. Next, he does a sketch of the same woman but based on someone else’s description. Once complete, the sketches are both posted side-by-side and the subjects look at them. In every case, the drawing based on a description from a 3rd party is more flattering than the woman’s own description of herself. This video went viral and contributed in a big way to the success of this ad campaign. This campaign was successful because it touched people emotionally and allowed people to realize that “normal” standard for female beauty isn’t always attainable and that just being yourself is enough.

Progressive – Flo

Progressive---Flo

It’s not easy to make insurance interesting. With the help of stand-up comic Stephanie Courtney, Progressive launched an ad campaign that featured an upbeat, perky sales agent named Flo. In these commercials, Flo talks to customers about Progressive’s features in a sitcom style setting. Viewers loved the ad campaign so much that Flo has appeared in over 100 commercials since 2008. Progressive was able to successfully break away from the negative public perception that people have of insurance companies by creating a fun and interesting character.

Conclusion

Creating amazing, viral marketing isn’t easy. For every incredible success, there are many more failures. However, if you focus on engaging with your customer and creating a psychological and emotional connection with them, you’ll be well on your way to creating a successful campaign.