"Technology has enabled the transition to the new economy, but connections in the new economy are fueled by a focus on two specific aspects of humanity – generosity and art."
Generosity is Contagious. As marketers, think always in terms of offering something of value to other people and in return, they will endorse you.
Art is Adorable. People want to be wowed. They want to be delighted. "They're looking for the remarkable, or something worthy of a remark."
This new idealogy is a huge challenge for content marketers who is constantly tasked to provide high quality, relevant and engaging content. The solution: branded content tools. Employing technology, you engage the 'generosity DNA' of your brand. In return, KISSMETRICS predicts that this awesome tool, "will deliver more brand awareness and backlinks than just social sharing."So, what is branded content tool?
It is an online application tool that is authored by your brand and is helpful in providing solutions for your clients and or propects. By using data content to deliver compelling solutions, it positions your company as a trusted expert. Examples include, iFood Assistant from Kraft, Personal Budget Planner from Mint.com, Perfect Shoe Finder from Nike and Idea Boards from Skyline.
Armed with the right strategy brand tools can be very effective. It encourages your brand to engage in new and innovative ways. It is a technique that you want to employ for year round giving.
Here are some pointers from the marketing wizards at Hubspot
1. Learn Your Audience
Knowing your audience means understanding their goals, priorities and how they might want to interact with your brand. e.g. Is the interaction need based or knowledge based? Do they interact with your brand via mobile or social apps? Now, think about how you can give your audience a tool that helps them meet their goals or connect with your brand in an efficient and meaningful way.
How to leverage this knowlege for your trade show marketing: If you are an event host, connect your registration system with Twitter. When attendees register an automatic tweet is generated for attendees to send out to their followers (e.g., "I just registered for Industry Trade Show. Will you be there?"). Take advantage of this transactional touch point and attach something of value that they can win once they visit your booth.
2. Consider Common Challenges
Understanding your audience’s challenges and pain points will help you figure out how to create and deliver the right branded content tool. What keeps your customers up at night and how your band can help them overcome those challenges. On the other hand, if your content is already focused on helping customers solve a specific problem, consider how an interactive tool could provide additional insight or expertise that could help solve their problems better and faster and give you an edge in your industry.
How to leverage this knowlege for your trade show marketing: Host a pre-show contest in your Facebook page. Ask attendees to post their everyday problems and challenges that they encounter in completing their job. The most pressing challenge drives the winning prize and it sheds light in the development of your next branded content tool.
3. Engage in Enticing Ways
The purpose of your branded content tool should be to serve something simple, relevant and striking. The main purpose is to introduce multiple touch points of brand experience. It is a crucial piece of your integrated marketing tool kit. By providing a tool that customers and prospects can engage with, you are highlighting your company’s expertise and thought leadership on the problem or challenge at hand.
How to leverage this knowlege for your trade show marketing: Ask yourself: Why are you exhibiting at the show? Who do you want to meet? What do you want to do with the people that you meet? Are the giveaways helping your business? Are they attracting the right kind of people that you want to meet? Are there any alternatives that might work better? Is there a memorable way that might add an element of surprise of more value to your brand? If you get to answer any one of these questions that uniquely represents your brand, you have achieved a home run.
Thoughts to Ponder
The other day, I was fortunate to be part of a discovery meeting with a company that has been in the produce business for the last 80 years. (80 years is a long time: war, famine, nuclear disaster, space travel – you name it. The last 80 years has seen it all.) It was mind boggling to hear the client say, "we are being forced to change...we cannot do business the same way that we have been doing for the last 80 years." And yes, they do exhibit at trade shows and plan to do so. But, get this: often not as exhibitors, but as sponsors and partners, participating in what is popolarly known as the gift economy and often in trade shows that is not related in any shape or form to the produce industry. Indeed, a captivating story of a company that is keeping up with the disruptive ways of our times.
Your ideal marketing program is an fine alchemy of human touch and humanized technology. But most important of all, it must cater to your business objectives. Always, outline a clear path that leads to the attainment of achievable goals. Follow up with a set of metrics, and proceed with the strategy that will help you get the job done.Above all, keep in mind "Marketing by interrupting people isn’t cost-effective anymore. You can’t afford to seek out people and send them unwanted marketing messages, in large groups, and hope that some will send you money. Instead, the future belongs to marketers who establish a foundation and process where interested people can market to each other. Ignite consumer networks and then get out of the way and let them talk." Seth Godin
- See more at: http://edbrenegar.typepad.com/leading_questions/2010/07/50-random-memorable-seth-godin-quotes.html#sthash.EECjixxx.dpuf