A young woman asked advice on behalf of her husband who lives in a rural area and has high hopes of breaking into comedy, but because he’s not near Second City or a well-known comedy shop is struggling. Fred said, “Tell him to stop thinking about what already exists. Invent something else; make your own thing.” While totally unrelated to me, his answer resonated with me and reminded me of some very important things I try to carry with me daily.
“Consumer expectations are off the charts due to the radical pace of technology and consumer access to it.” While we may have sophisticated hardware like iPhones, Androids and tablets to access whatever we want whenever we want, the software (websites, apps and experiences) is not always equally as sophisticated. He used Waze’s ability to lead him to cheaper gas prices as a prime example of the utility and immediacy it provides, which is not standard for most technology today, but yet many of us expect it because of the easy access we have to the hardware.
Visual Voice was a fantastic conversation about the proliferation of image-based social networks, like Instagram and Pinterest, and the proven strategies and tactics that connect brands and people to their respective audiences. Panelists Suzanne Schloot of Kate Spade, Natanya Anderson of Whole Foods Market, Pinterest maven and professional photographer, Bonnie Tsang and Jean Schneidnes of Neiman Marcus had a captive audience only frustrated by the fact that our fingers couldn’t move fast enough to capture all of their wisdom and experience. Here’s a breakdown by brand/speaker. Enjoy.
What I’ve seen from brands today is a great reminder that in this new age of marketing communications, applying the old one-way messaging strategies of yesteryear to modern mediums can have a really negative impact on your brand. In addition, human tragedies and Acts of God are sadly becoming more common occurrences these days, and like crisis communications plans, are something brands need to plan for.
“The Magnitude of upcoming change will be stunning. We are still in spring training.”
Interactive video. I’m a huge fan. Have been since Andy Grammers launched an interactive music video in early 2011 bringing a new avenue to sustainable attention to his hit single, “Keep Your Head Up.”
We need to be approaching social with the same strategic lens so that we capitalize on the opportunity these communication channels present us. This seems like common sense, but it is not common practice in social media. One of the biggest mistakes I see in digital marketing is the assumption that consumers recognize and know how to use new mediums to connect with brands. So, let’s think about them a little bit more when we’re building out our mar comm efforts. It will be better for everyone that way.
Unlike most fragmented campaigns these days that put the aspirations of a “viral” hit or social media success ahead of their consumers, this appears to be holistically rooted in the passion of Lay’s consumers and putting in place the mechanisms necessary to activate that passion.
I’ve accepted an incredible opportunity with Imagination Publishing as senior social media strategist. I’ll be embedded full-time at General Mills leading social presence, social strategy development and brand/product integration for Betty Crocker, Pillsbury, Eat Better America and Tablespoon.
@lulugrimm on Instagram