In the last couple of decades, the advent of the internet saw the emergence of new marketing approaches. The essential Ps of marketing which stands for Product, Promotion, Place of distribution, Pricing, Packaging, Positioning of your product in the market, and People or your target market should be considered in conceptualizing a marketing campaign. Over the years, the Marketing Ps ingrained its way into social media yet not all campaigns succeeded or made an impact. Nonetheless, successful social media campaigns have brought forth significant contribution to tons of company’s profit.
Oftentimes, if not most, marketing campaigns entail big budget. But with social media, you don’t need to break the bank or derail your budgeting since you can do so much social media promotions at an affordable price. What you need, however, is a brilliant idea and a team of social media professionals to implement it. Furthermore, if you want to learn how some companies became successful with its social media campaign, read on.
1. Make your social media campaign fun, fun, and more fun. The campaign of Kraft Mac & Cheese is an example of how you can incorporate fun into your Twitter promotion. What Kraft did was to derive inspiration from a game called Jinx wherein tweeps who tweeted mac & cheese were sent links that could direct them to the adapted game called Mac & Jinx. The first tweep to respond would get product freebies as prizes. Consequently, the advantage of this campaign is that it helped Kraft to identity potential clienteles without spending that much.
2. Involve you target market by encouraging participation. Social media in essence encourages participation in real time and this is one of the reasons why it became a hit in the first place. Likewise, the Human Doing campaign of BlueCross BlueShield of Minnesota and the Ingo Face logo of Grey Stockholm and Ogilvy Stockholm became popular because of this.
The Human Doing campaign is a way for the health insurance company, Blue Cross and Blue Shield of Minnesota, to promote healthy lifestyle and basically to get in shape. Since there is a high percentage of the Minnesota population that falls in the obese category, this places them at health risks so the Human Doing campaign was launched. In the campaign, ordinary citizen Scott Jorgenson was housed in a glass apartment where every visitor of the Mall of America could see what he was doing. The updates of his activities are feed in the social media channels like Facebook where citizens could also participate by suggesting or by voting on which physical activities and exercises he would do next. This also gave people a chance to witness Jorgenson’s transformation from being obese to losing considerable weight. Needless to mention, his health also improved.
Meanwhile, the merging of the two Swedish ad agencies gave way to the Ingo Face logo social media promotion. The agencies encouraged the public to log into Facebook to view the new logo of the merged agencies, and once they logged on, their FB profile photo was added to the Info Face logo. Reports say that in approximately four hours, the site recorded 2,890 visitors.
3. Find a way to make social media drive traffic not only to your website but also to your store. It is fun to share photos, and the clothing brand Diesel knew this. It was most likely the reason why the Diesel Photo Booth campaign was launched wherein Diesel followers can take photos of themselves wearing their favorite brand using photo booths that are found in Diesel shops. Shoppers can log on to their Facebook account and share their photos. This campaign drives visitors to the actual Diesel branches and at the same time, increased the brand’s popularity in social media. Needless to say, those shoppers became the brand endorsers.
Apart from the given examples, there are other ways you can make social media work to your company’s advantage. What you need is a lot of creativity and the right people to implement it.
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Hi! I'm Michelle Christie your online marketing coach, helping busy and overwhelmed business women maximize and monetize their business through proper planning and brand positioning to create profits.
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