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BizReport : Advertising archives : August 24, 2015


Top 3 tips to win the 2015 holidays

For brands to engage they need consumer trust, and for trust to build brands must be authentic. Some brands choose celebrity endorsements as a trust factor, but one expert notes that most (92%) of consumers believe friend/family recommendations over advertising. One expert says the human aspect is key for the upcoming holiday season.

by Kristina Knight

"Human-centered brand content enables that word-of-mouth engagement. Think of the power and rapid rise of CrossFit, a community of micro-influencers, vs. Michael Jordan, celebrity influencer, and the impact both have had on Reebok and Nike respectively in the past decade," said Lyle Stevens, Co-Founder & CEO, MAVRCK. "Human-centered approach also adopts an "always on" messaging strategy, acknowledging that consumers don't exist in the silos that a majority of media is still purchased."

How can brands ensure their messaging is human centered and win over the 2015 holiday season?

First, adopt a human-centered approach to messaging & 'always on' communication style - anticipate the disgruntled customers as much as the delighted ones.

"An example of that right now is JCPenney ... they have this huge, great #ShoutOutDay on 8/12 to replace social media snark with positivity, and yet, their Facebook feed is newsjacked by the story the brand sent an employee home because her shorts that she bought from the store's own career section were too short," said Stevens.

Second, use the power of your best customers to amplify your messaging.

"Once brands identify and engage their own micro-influencers among their customers on Facebook, we've learned that the average return on influence is as follows: for every 1,000 micro-influencer activated, 3,000 friends are converted for 200% ROI," said Stevens.

Third, align your influencer and media strategy across platforms, including - celebrities & social media stars to build awareness, while empowering your brand's micro-influencers to drive conversion and amplify your messaging.






Image via Shutterstock

Tags: 2015 holiday tips, holiday advertising, MAVRCK, social influence, social marketing








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