It’s always nice when a client confirms that our marketing efforts are working for them – and even better, when the media showcases that success. Here’s a great profile piece on one of our clients in MMR’s October 31st edition and how they’ve been turning around their 45-year old brand, from new packaging and increased distribution into chains to integrated consumer marketing with RLA Collective. And the data show it’s working, with double-digit 52- week sales increases.Read More
What an OTC brand (really, any brand!) is doing on their social media channels results in what is ultimately a real-time transcript of their marketing efforts (one that not only marketers, like myself, can see, but also your consumers, investors and retailers who sell your products or services). We may have no idea how many flights of that TV spot you are running, not a clue where you might be sampling, or no inkling at which HCP trade shows you are exhibiting, but we can see how you are engaging with your audience in channels that instantly allocate popularity, drive movement to trial, generate conversation, and, in doing so, create trust and goodwill for your brand.
If a video is uploaded to YouTube, we can see the views and comments. If a photo is posted on Instagram, we know the number of likes and tags. On Facebook, well, there’s so much more to see. We can see who likes, who shares, who comments and how you invite and manage this engagement (Is your content interesting and applicable to your brand’s focus? Do you take an interested consumer and push them further along the purchase path with a “where to buy” link? Do you even respond in a reasonable time, or at ALL?).
See, the channels are social media, but how these channels are managed is social marketing, and I can tell you that a large number of brands who have social media ARE NOT doing social marketing. Posting pictures in a calendar schedule using hashtags isn’t social marketing. Sharing third party links of content quasi-related to your brand category and or demographic isn’t social marketing. It’s not wrong, it’s just not right. The brands doing this, and there are many, are leaving so much on the table.
Here’s an example: I recently perused the Facebook page of an OTC product I was interested in approaching in the cold category – one that’s well-known, yet still has a cult-following vibe (perfect for social marketing!) only to see that their daily Facebook posts get extremely low (um, almost zero) engagement (yet the page size is more than 1 million, though size is somewhat irrelevant these days). To be honest, their community manager could accidentally post the letter “T” as a status update and get more engagement and curiosity on that than some of their slick, well-produced visual content.
The sad reality is that most of what people consider their social marketing is really just smoke and mirrors. Stylized product shots may make your internal brand marketing/managers happy (the person I talked to from the above-mentioned company thought their social media was doing great!), but what is the consumer really doing with it? If the answer is “not much,” then you have social media, but you definitely don’t have social marketing.Read More
Frankly, I’m over the constant obsession with millennials – in particular, how brands can reach them. The generation of the moment, we know most millennials can’t find good jobs, aren’t earning as much as their parents did when they were younger (the national average is $31,000 – $35,000 annually) and therefore don’t have a lot of money to spend. They are seriously self-focused (what younger generation isn’t?), technologically advanced (they grew up with technology) and are heavily involved in social media (the perfect outlet for their self-promotion). When it comes to brands, they rely on reviews and recommendations from those who share their opinions and lifestyle versus what brands tell them. So why all the fuss and obsession with reaching millennials when they aren’t even such big buyers of most of the products we market and sell – OTCs?Read More
I started my communications career in the 80s, when we believed that it took 3 impressions for a consumer to react, which seemed like a lot! How were we going to accomplish that? We were happy to make one impression! Now, with social media and digital so much a part of our daily lives, we’re talking about needing 24 impressions, with so many options and places to cover in order to reach someone And the more expensive the item, the more consumers now want to check with others – opinion shopping, I like to call it. Who hasn’t checked out a review on a TV, car or hotel? But commodities, like groceries and OTCs, they should be price and shelf driven, right? Who has the time and energy to seek out opinions when grocery shopping? Well according to the Integer research group, price may no longer be king, and the opinions of others are not only important for high-ticket items, but even for commodities, like groceries. They are quantifying what RLA has been saying for some time: The rise of social media has made consumers more likely to ask others’ opinions before buying — three times more likely!People are more focused, they make lists and consider their time more valuable (36% up from 21%), wanting to get in and out of the store as fast as possible (I can’t agree more!) with many willing to pay more if it makes their lives easier.Read More