From Tweet to Tagline
From Tweet to Tagline
The advertising guru, David Ogilvy once wrote, “I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.”
It seems that this is becoming even more valid now. Despite the turmoil that social media has caused, does some traditional wisdom still apply, even in the disruptive world of social media?
Take this story, Brand Republic has run an interesting article on how Air New Zealand’s latest advertising campaign was prompted by a customer’s Twitter message.
Tweet about experience on Air New Zealand
Became …
Ad developed from Tweet
It has all the hall marks of truth that everyone can relate to. Airlines have become more impersonal over the last two decades as cost cutting, global recession and yes, Ryanair, have changed the way we fly. But we still value intangible things like the way service providers interact with us. If all else fails, create a personality – something advertisers have traditionally used as a tactic to sell a brand or service via traditional media. Are we seeing transference online?
While social media continues to evolve, and companies look to get closer to their customers via different tools, are we seeing old advertising maxims come back into fashion? Social Media allows the customer to relate their experiences to a larger audience in an instant.
In that same instant, advertisers and anyone in the communications business can tap into this and seek inspiration – and a damn good tag line.
Foreverism – the latest marketing buzzword for now?
Foreverism – the latest marketing buzzword for now?
Nine years ago, the Cluetrain Manifesto hinted that the future for brands would be to have a conversation with their audiences.
As Social Networks like Facebook top 200 million active users worldwide and other applications ranging from Twitter to LinkedIn grow, people are leaving permanent information about themselves on the world-wide-web for all to see.
According to Trendwatching.com’s latest report, this is giving rise to ‘Foreverism’. In other words, in our rush for instant gratification, we are now in a conversation with our favourite brands that will never end. The catalyst to all this is the technology that allows us to find, follow, interact and collaborate with anyone and anything. To have this conversation, we are putting out more personal information in the hope we will get into a proper dialogue with our favourite brands
While this is not massively new, what is interesting is that with the rise and rise of Twitter, big brands may finally take the conversation seriously. While they are jumping on the ‘Twitwagon’, newer technology will continue to drive this and brands and consumers will finally talk in a more meaningful way. On Twitter, Ford, easyJet, Dell and Bord Gais have kicked off this conversation in earnest.
Of course the challenge here is to manage the conversation, not just accrue members and followers. This, they conclude is an issue that brands need to fully understand. You need to address the consumer concern directly, not pass it along to a department or powerless middle management function.
In Ireland, we are already seeing this conversation with platforms like IGO People which has really nailed this concept. Also, Damien Mulley has some great pointers when it comes to online marketing and adding value to your customers. This is critical as any brand opening themselves up to a conversation will bear the brunt of pent up frustrations. The key is to move the conversation forward; brands will need to adopt an honest, ongoing and problem solving approach. This will balance the conversation and allow brands to converse, not just wait for their turn to speak.
Author: cyril.moloney at scomms.ie