If Consumer Is Your Agency, It's Time for a Review
Je-sus. Look at this line:
“Marketers should be leveraging word-of-mouth jet streams”
That makes me want to take a shower. Lose the lingo.
However, in regards to the article, this makes sense….
Folger’s has no business asking their users to create a new jingle. It’s not even remotely part of what people use Folger’s for everyday, and very few members of their core audience could pull that feat off in a real way.
The error of that specific program aside, the idea of having consumers do your job for you is flawed and lazy. Whatever program you come up with should make sense for your target and work into your brand voice in a logical way.
It also doesn’t change my stance on anything…
Brands need to work on providing utility through social media. Not fluffing their messages more. Social media exposes brand & corporate practices unlike anything professional communicators have experienced. If a brand only wants to use it as a way to pull a veil over people’s eyes and send out “cute” messages…you’ll be exposed. Unless you’re someone like Skittles…you can’t get away with that anymore.
Marketers: The consumer is your boss (not your subordinate) and they are demanding as hell.
Talk to your audience, know your audience, and deliver what they find useful. Sit back, listen, evaluate and do it over again.
RSS
Archive
Mobile