Are Brands Scared of Social or is Social over Hyped

The attached link from Clickz.com highlights 5 great Location Based Marketing Campaigns and 5 bad ones.

LINK

The reason I am using this link is it highlights location based campaigns that are very similar to campaigns run on Twitter and Facebook. They are all big brands. What it really shows is that Brands are kind of being forced into the Social Media and Location Based Marketing before there is a true need for it. I have discussed in this blog before reasons major-mega brands do not need Social due to lack of scale and potential downside.

I want to discuss the value here of Social and Location Based Services if done right, then some reasons not to be Social or use Location Based Services.

Done Right:

Where I see the real strategic value of Social Media and Location Based Services is when you use these technologies to steer a prospective customer your way. When they are in the decision making process. But the key is access, respect, and opt-in call to actions.

Creating a Geo-Fence around a store so that when I drive by you contact my phone is not going to change my behavior. You already have Sunday Circulars, TV Commercials, Digital Ads, Email Contact, Print Coupons, and I haven’t come in to buy. Why would a Geo-Fence chance my behavior vs annoy me when I drive by to get Gas or Milk.

But what if I could tie in Print, Social, and LBS? When I come to your store I see a poster saying if I take action via and LBS I get a sweet deal on something? Or tie purchases into a real loyalty program that gives a reward for actual repetitive patronage. That is respectful and since I am already there I don’t need as big a bribe.

Done Wrong:

Why do I want to participate? Do you need to truly bribe me? Won’t that lower the value of your product in my eyes? Will you annoy me? Will it become Push Advertising after I sign up for the SMS Loyalty Program you promoted.

Do you feel such an ego that you think everyone wants to talk with you when out and about or online? Do I want to be a fan of my dog’s food or the company I buy most of my soup from? Do these Brands need Social or LBS when they are already reaching me or when Point of Sale in a market might sway me between brands because of what is on sale?

In Wrap Up:

Don’t be cocky. Think of what value you will bring to me so that I want to engage and have no remorse once the engagement starts. Be creative. Don’t reduce your value in my eyes. But be enough of a value for me to want to engage with you, or patronize you. Be respectful. My time is precious. So is yours. Don’t waste either. Think of what makes me want to connect via these media channels vs the already established ones.

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About chiefalien

Howie Goldfarb with 20 years of Sales and Marketing experience founded Blue Star Strategic Marketing in central Vermont to serve as the objective and strategic adviser of brands to help them grow and thrive. His Degree in Finance and 14 years of B2B sales to Fortune 500 companies gives him a CFO’s view of marketing. Thus bringing a dose of reality to the confusing world of jargon, spin, and hype. Also playfully known as the Chief Alien of Blue Star Strategic, Howie relishes his role as an industry outsider. A native New Yorker and former Angelino, he currently lives in the Green Mountains of Vermont and is still seeking his first moose sighting. His passions are living life, art, music, the outdoors, he tries to cook and loves the Vermont Fresh Network – local sustainability initiatives like farm to table and buying local.
This entry was posted in engagement, LBS, location based services, Marketing, social media. Bookmark the permalink.

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