Dear Fellow Marketers,
The days of one-way marketing dominance have ended and the new era of open, two-way communication is well underway with the social and digital media explosion. What we like best about being marketers during this era is having the opportunity to “earn” attention versus only having the option to buy it.
We compiled the “Twelve for 12” for those marketers within our industry who, upon reviewing and digesting it, will be one-half validated and hopefully the other half inspired. These marketing musts (or “suggestions”) are what many companies are currently exploring or already doing. What the “musts” have in common is that each will accelerate your two-way marketing strategies, allowing you to fully realize the benefits of engagement.
Transformation isn’t always an instant, wave-of-the-magic-wand-occurrence. Most often, it’s the result of crafting and adapting. It requires commitment.
In this day and age, relevance is real time and transformation should happen regularly. We’ll be using this list to inspire transformations for ourselves and our clients. We encourage you to take this list below and make it work for your own marketing strategies and goals in 2012. For a printer friendly version of the TWELVE for 12, please click here!
Our best wishes for the New Year!
Dan’l and The DMA Team
Grab some lights, a camera, and GET SOME ACTION!
Cisco recently predicted that by the year 2015 approximately 2/3 of all Internet traffic will be video and YouTube reports that over 3 billion videos are viewed a day. With these astounding statistics, consider your place on the widescreen in 2012. With Flip cameras and iPhones readily available in your pocket, we’re all sitting in the director’s chair and able to showcase our blockbuster FRESH stories in a unique way.
Stay Current
Current events impact us. From natural disasters to the latest Oscar nominations, these events create the trending topics that affect behaviors and relentlessly hold attention. Staying informed about and understanding these newsmakers is the first step. Then, select and converse about the stories your followers (and potential followers) are interested in. Make it about THEM, not necessarily about you and your products (at first). Once you’ve piqued their interest, tie your messages to the latest pop culture phenom (you’ll be amazed at the many ways FRESH does mesh) and you’ll have a whole new set of consumer eyes on you.
FACT: ½ of all Twitter users are discussing TV shows. (HubSpot.com)
SUGGESTION: Use the various demographics within your own companies and neighborhoods as mini focus groups to determine what’s buzzing in each of their circles.
DATA
The beauty of data is its accessibility and abundance in two areas – we’ve coined them macro and micro. Macro-data includes statistics, research, charts, polls, etc. about general audiences and is a readily available resource for those willing to search to find it. Micro-data is information for your specific, earned audiences – think Facebook Insights, Google Analytics, HootSuite reports and custom survey results. As marketing has shifted from a one-way path (push and tell) to a two-way expressway (engage and share), the types and availability of data have expanded as well. Now, it’s up to us as marketers to find, consume, digest and act on it.
When engaging with a customer or consumer, you have a minuscule amount of time to connect before they shift their attention to the next best option. As you plan for 2012, hone your message to 5 seconds or less. Stop worrying about being the “leading” or the “largest” and start caring about being real, relevant and true. A company or product is no longer measured by the length of description. Authentic is the new descriptive, unless you are in aerospace or politics. For DMA, we “share fresh produce stories” and it’s as simple as that.
BE ORIGINAL
According to The Media Audit, 1/3 of US consumers spend three or more hours online every day absorbing content. When a consumer hits your place(s) on the web, what information will they see or hear about you that is original? When planning for 2012, think about what makes you unique and go with it. Is it your culture that makes you special? How about your e-voice? Back up your amazing story with original artwork and stylized photography that fosters a memorable experience for your target audience and has them coming back for more. The best news? FRESH products are naturally beautiful and boast their own flavor, nutrition and growing story, which sets the stage for creating the perfect content.
Flock Together
Find commonalities with your fellow fresh produce companies and use them to your benefit. Whether you are promoting complementary products, similar company cultures or a common social cause, you can form a partnership with a like-minded company and double your messages’ reach. The result – a growing community of like-minded followers ready for engagement with both companies.
Suggestion: Where will this cooperative strategy really soar? In the social media skies! This comparatively affordable and quickly adaptable two-way realm is the perfect platform for promoting your partnership in a way that will best benefit your audiences.
Are you SHAREABLE?
You’ve spent time and money to create custom content that your readers will love, so don’t let them click away from your work of marketing art without inviting them to SHARE it with their vast social networks! Make your original content, pop culture-centric promotions and custom videos an easy-to-share, viral marketing tool and increase your social mentions up to 7 times. Our two cents: Sharing is now the “bar” we seek as marketers as it is measures relevance and connection versus following and supporting. All are part of the journey, but sharing should become a regular part of both your marketing vernacular and measurement in 2012.
SM N B2B
Don’t overlook the power of positioning your entire company – personnel and culture, not just products and promotions – in the social sphere. 2012 should be the year of B2B social growth. By differentiating from others via thought leadership and engaging others in their industry, produce companies can do just that. Boost your “shareability” by publishing your presentations to Prezi or Slideshare. Add a personal touch to your corporate identity with a blog (get familiar with Tumblr and WordPress!) And stay LinkedIn. Consider the latest statistics: More than two million companies as well as executives from all of the 2011 Fortune 500 companies have pages on LinkedIn. That’s some good company. Remember, LinkedIn goes beyond posting jobs and finding potential employees. It’s just as valuable for building you and your company’s professional reputations.
Optimize Or Die!
Ok that might be a little dramatic, but we all know that in the business world, irrelevancy is a terminal disease. And in this noisy, ever-changing world, optimizing our presence to customers is the holy grail of staying relevant. Are you “there” when they come looking? Are you available on their terms? Good SEO and a strong mobile presence are just a couple of the ways to ensure you aren’t dying a slow death.
Live Your Cause
Roughly half of consumers are more likely to purchase a company’s products if they outwardly support a global issue that the consumer cares about. Lots of companies are adding this proven method to their marketing arsenals. In 2012, go beyond promoting your cause on packaging. Make it a part of your company culture and your commitment will come across in all your communications – social media, packaging, press, etc. Authenticity is key and will create an even deeper connection with consumers.
Budget for the Unexpected
And we’re not just talking unexpected disasters. There are plenty of marketing opportunities that pop up during the year (such as an innovative, new sponsorship) that you’ll completely miss if you’re unable to be nimble. Make sure that your budget allows you the flexibility to jump on a hot opportunity at a moment’s notice.
Look Inside
Wouldn’t it be great to have a strong group of brand ambassadors on your side to support your marketing teams’ efforts? Well look around, because they may be sitting at the next desk! All of your company employees are valuable assets who can serve as champions for your product or brand in a number of ways, so keep them in the know and engaged! Quick tip: Encourage all your employees to add links to your current promotion’s digital home base in their email signatures and customer communications i.e. weekly price sheets.
Posted by: The DMA Solutions Team
