Posts Taged planning

Trust Me: Four Practices for Brands to Be Authentic in a Big Way


Trust Me: Four Practices for Brands to Be Authentic in a Big Way

Young business woman sitting on steps

One of the trendy marketing phrases of our day is, “Be Authentic.” On the surface, this sounds like a flippant call to action, asking brands to simply be themselves. However, brands are not human beings. Yes, they are created by human beings, but while a brand’s identity is as complex as a human’s personality, it is quite different in many ways.

So what is “authenticity” with regards to a brand? According to Dr. Mike Schallehn, a professor at the Cologne Business School, who was quoted in his March 2013 SlideShare presentation, it is “the degree to which brand identity is causally linked to brand behavior.” In layman’s terms, it’s walking the talk.

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Christmas !&%@(?

I keep telling people, “It’s not rocket science,” but so far, all I get in return are amused smiles. Successful social marketing can be very simple, but it comes with some preparation. Social marketing is time consuming. It’s resource consuming.  And yes, someone like me comes into the room with a good bit of research, education and experience under her belt. That doesn’t make it hard for you —which is why you should attend my seminar on August 13th. Find out just what you can do to get a basic social marketing plan together.

What social marketing does require is planning, which is something most people do beautifully for their business but sort of forget to work into their marketing. For example, a client of mine knew that a large event was happening outside their place of business. This was an event that their business stood to make a fair amount of money from. They were prepared in many ways, but they never thought to put any information about their involvement online. There was no mention of the event on their Facebook page or blog, no information about special hours or special offerings, and no sharing of statuses with the organizers or other vendors. What a missed opportunity!

Someone needs to be minding the social marketing shop, so to speak. If you have not hired an outside firm such as ours to manage your social marketing for you, ask if you have you designated someone within your organization who is comfortable with the major social marketing tools. He or she should be able to use social marketing not only to promote the everyday, but someone who can also look ahead and plan for the coming months.

Merry Christmas

Is anyone in your organization thinking Christmas marketing strategy yet? Why not?

And on that cheerful note, have a lovely evening! See you at noon on August 13th!


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