Social Networking and Every Day Products

How are marketing teams using social media to communicate with the people using common, every day products? Check out these insightful examples.

Facebook

Pepto Bismol noticed a stagnating in sales. Someone eventually noticed social media updates on Saturday and Sunday morning. Those who overindulged mentioned their appreciation for the pink liquid. (P.S. This is why you sometimes need an outside consultant. What may be clear to others is hard to see when you’re too close.) Procter & Gamble, the product’s maker tried a campaign on Facebook called, “Celebrate Life.” They desired to lure customers before weekend partying and saw an 11% market-share gain!

I really like the mattress company, Sealy, and their marketing campaigns on Facebook. If their “in bed” tagging app doesn’t get you, their fun Schwag Shop just might.

Twitter

P&G struggled with how to get people engaged on Twitter. People don’t usually tweet about their deodorant. The campaign by Secret, “Mean Stinks” was an anti-bullying drive that attracted attention and sales to the brand. Addressing issues important to their target market was key. By using celebrity spokespersons, cheeky blogs, and advocacy campaigns, P&G has gotten people talking. The company says it’s increasing spending on Facebook, Twitter, and YouTube.

Attracting the Right Audience

Women 25-54 make up most of Procter & Gamble’s buyers. (We do control most of the checkbooks.) Women this age group (especially those with children) spend more time online. Bloomberg Businessweek recently cited that women 25-54 spend 14% more time on social networks than other users. Hmm… pretty obvious how to target moms with checkbooks. 

Which brands do you network with on social media? Please share who and why in the comments below.

Fletcher Freelance in the Flesh (or at least video)

I’m a swimmer. Living in northeast Wisconsin really limits the season for swimming outdoors. Sometimes the water isn’t as cold as you think it will be. Sometimes you just have to dive in. The same holds true for video marketing. I don’t like myself on video. I’m quite camera shy. But what better way to get over it than diving in?

I have recognized the benefits of video marketing and even started a YouTube account two years ago. It’s time to start practicing what I preach. Please take a look at my channel, subscribe if you wish. Otherwise, if you Like my Facebook page, you’ll see new videos as they’re uploaded there. Feel free to leave me comments, but be kind. My ego is feeling a little fragile today.

3 Things That Caught My Eye This Week, Ads Reviewed

So, most of us are going to notice an orange mustang, but the QR code is what caught my eye. I can't say I've noticed one on a car before.

Hoping this is large enough that you can enjoy it. Bloomberg Businessweek points out the cliches of drug ads. So true!

Ad in local business magazine, Insight, for Dynamic.

Please share your thoughts in the comments below. And don't forget to email ads you'd like to see reviewed here. Email terra@fletcherfreelance.com.

8 Steps to a Better Brochure

1.      As always, it is wise to identify the purpose your brochure will be serving. Decide who it will go to (clients, potential clients, etc.). Will it be hand delivered, left in a display with many other brochures, or is it also a self-mailer?

2.      Does your cover have a headline or intriguing position statement? Be specific, but brief.

3.      Is it easy to take in with a scan? Most people (sadly) will not read every word, but try to look at it as if you’ve never seen it before. Can you quickly grasp the main points? Are the call outs, bullet points, graphic enhancements, and white space enough for the short attention spans of most people?

4.      Similarly do you have subheads? (Important enough to be its own step.) Make them fresh, intriguing, and not predictable clichés. Stay benefit-oriented, but do bullet-point the features.

5.      Make wise use of graphics. Use real images (not stock photos). And take advantage of the center spread. Include a chart, picture, and or hold headline here.

6.      Have a strong call to action. Direct them to your website to see video testimonials, for example.

7.      Is the brochure well written? It may take several attempts before you find the right tone, voice, pace, and wording that will speak to your audience. Draft several versions.

8.      Test. Ask others for their honest opinions on design and content, especially ask those that are most like your ideal target market. While they’re at it, have them check for spelling and grammatical errors.

Still stuck? Confused? Want someone to proofread your brochure or redo it for you? Please call 715-584-6773 or email terra@fletcherfreelance.com today.