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Claim and Proof.

January 25, 2010 in Brand Planning, Social Media by Steve Poppe | 0 Comments

Last week at the DMA/PMN social media conference, Steve Rubel, a digital honcho at Edelman, said “information scales, attention is finite.” He couldn’t be more right.  As social media adds more and more conversation to what is already being said about brands in the marketplace, the cacophony grows louder.  It is in this environment that brand planners become even more important.

Creating a brand strategy that is easy for corporate officers and consumers to articulate is job one for today’s planners.  Once that strategy is in place, “proving” it and refreshing it is the real work.  Simply repeating the brand strategy — using words, pictures, speeches or song — is not marketing.  Proving it is marketing.  Proof through actions, deeds, and product innovation is what makes a brand strategy and what makes people pay attention…and remember.  If you have a great strategy and no proof, you fail.  Peace!

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Direct and Participatory (Tee-shirt Saying?)

January 22, 2010 in Digital Marketing, Social Media by Steve Poppe | 0 Comments

I attended a really great event in NYC yesterday put on by the Direct Marketing Association and Participatory Marketing Network (shout out to Curley, the DMA’s receptionist of 26 years).  Called Social Media Spotlight, it really exceeded expectations. Steve Rubel of Edelman Digital got things started.  Steve is the Obama of the social media space.  Unlike most speakers about social media, if Steve trots out a statistic, it’s a good one. “More digital information was created last year than in all of history combined.”   Steve, thanks to his PR training, talks in tee-shirts. About the growth of Tweeting vs. blogging he said “A lot more snacking, a lot less meals.” He’s memorable and inspiring.

Rob Krin, a digital dude from Castrol, showed great élan and marketing smarts by suggesting a strategy to “Be everywhere his customers are.” Is that a strategy?  Oh yeah.  A media strategy – but a strategy nonetheless. Castrol has an on-staff photographer who takes awesome action shots at car races and posts them to Flickr.  That’s what car heads want, that’s what Castrol gives them.

Involver

But one of the biggest surprises of the day was @rahimthedream. I’m not going to undignify my send-up by talking about his age—but Rahim Fazal, CEO of Involver, is da monies. I walked into the meeting not getting Facebook Fan Pages, thinking they were a time kill where people went to build their friend lists (which is still partially true), but I left eating some serious crow. Involver is the “app store” for Facebook marketing tools. Think of Facebook as television and there is only one ad agency.  That’s Involver. It’s pronounced Rah-Heem.  Peace!

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