My fourth “top ten trend” for 2007 addresses the movement to Unconventional Outreach. My expectation (not so surprising): marketing will become increasingly unconventional – tapping into social networking, word-of-mouth, local events and more – to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise. By employing the Internet, mobile and other new media forms – combined with innovative use of traditional media – marketers can find ways to reach and engage reluctant consumers and customers.
Although some liken the burgeoning blogosphere and exploding social networking phenomenon to the “Wild West,” today’s reality is that marketers must scrap their traditional command-and-control business model, and go where the action is. We heard so much of that at ANA’s Annual Conference – particularly from keynoter and P&G Chairman & CEO AG Laffley.
For sure, when it comes to reaching the younger demographic, the place where “it’s happening” is online. Music, entertainment and fashion companies recognized this fact early, quickly creating a presence on social networking sites like MySpace and Facebook. They were rapidly followed by fast-moving consumer products marketers like P&G, Wendy’s, Coca-Cola and GM, as well as savvy B-to-B companies like GE, Sun and HP. Yes, even gray-haired executives can be found networking on LinkedIn, reading/engaging with blogs or even visiting Second Life!
While there is still caution – even fear – regarding the uncontrolled and some would say “dangerous” nature of unconventional outreach, I believe the movement towards this remarkable new way of interacting with consumers will exponentially grow in 2007. It will be driven by multiple factors:
• The sheer numbers of consumers who can – and will be – reached via these channels. Marketers have to be careful not to get carried away with the “hot new trend.” They have to approach “unconventional” media with the same rigor and discipline that they use with traditional media. As such, they need to test and experiment to ensure they are getting a level of engagement that is worthy of their time and investment against such media.
• The precision and accountability associated with these types of online marketing. Ahhh, here’s the tricky part. How do they know it’s working? Well here is where I strongly encourage the entire industry to rally around and determine what are the appropriate measures and benchmarks that determine success. When we’re telling the CEO what we’re doing, we’d better be able to explain whether it’s working or not. Now let’s be candid. Since the unconventional media space is relatively new, the level of accountability will vary. In some instances, it may well exceed traditional forms. In others, it may be “who knows.” Whatever the situation, marketers need to keep their eyes on their dashboards – constantly aware of the impact levels.
• The need to experiment, innovate, try new things and stay abreast of emerging trends. This is often the hardest thing to do – not because it’s technically difficult, but because marketers struggle with creating an evolving integrated marketing communications strategy. They are not sure how an unconventional approach might fit into an emerging new marketing mix model that includes a boatload of traditional media. That’s exactly why they need to test and experiment. The ground is continually shifting, and, consequently, marketers need to continuously reinvent themselves.
• The pressure to outperform competitors – or at least keep pace with them. That pressure should be an incredibly motivating force. As many consumers are gravitating to unconventional media, so are competitors. Sometimes the shift to unconventional forms represents a breakthrough and helps us leap ahead. Sometimes it’s simply the cost of “keeping up with the Jones.”
• The opportunity to engage with – and learn from – consumers in new, intimate ways. Engagement. That’s the elephant in the room. It’s why we’re going unconventional. “Unconventional” is, by definition, more engaging. We want our consumers to sit up and take notice. We want them to try us. But we need to reach them where they are. When we’re successful, they become “engaged,” increasing the odds for longer-term loyalty – which can only enhance the value of our brands and shareholders’ equity.
• Ultimately, the recognition that the consumer is in control , and that the old ways of marketing must constantly be reinvented.
In my opinion, some of the most imaginative uses of unconventional outreach combine it with tradition media and marketing disciplines. Here are some strong examples of how brand marketers have embraced MySpace:
• Coca-Cola’s Sprite brand developed a Rising Stars Slam Dunk page on MySpace as an extension of its NBA sponsorship.
• Pepsi-Cola’s Aquafina brand developed a MySpace presence keyed to its ongoing campaign in support of independent movies and filmmakers.
• Playing off its classic brand slogan, Burger King created a “Have it Your Way” page on MySpace.
• Wendy’s and GE created profiles of their advertising characters on MySpace (Wendy’s “Smart” characters and GE’s “Elli the elephant”)
My all-time favorite campaign combining traditional and unconventional outreach is now a “gold standard classic”: Audi’s super-creative launch of its A3 hatchback. Entitled “The Art of the Heist,” the campaign centered around a wildly engaging online game in which someone stole an Audi A3 from a Manhattan showroom.
As the game played out, a midtown Manhattan Audi dealership became a “real crime scene,” with all the manifestations of a burglarized business. TV, newspaper, magazine and outdoor advertising plus handbills, posters, blogs, podcasts and emails kept the story alive for months, as did news coverage generated by the concept’s incredible novelty.
Audi reported that 500,000 consumers participated in the game, with an 85 percent increase in new customers visiting Audi dealerships. Importantly, the campaign succeeded in reaching Audi’s prime target: 20-29 year olds who make over $100,000 a year.
This is a great example of unconventional marketing that energetically engages with the consumer. In the future, I’m convinced we’ll see more and more of this type of brilliant marketing as our profession confronts growing marketplace noise, media clutter and tune-out technologies that change the rules for winning the minds and hearts of consumers.
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