Professionals believe that a person view 400 commercials per day (source info). In this competitive environment, brands must create a memory: the desire to give the public feeling to buy a product they did not need in the moment. The new information channels have evolved traditional advertising. Here are four alternatives available to it.
Storytelling
Storytelling is the art of telling a story. Give a soul to the brand while encouraging consumers to buy for what it represents, not only for rational reasons.
The method is simple: a central character which it is easy to identify, an engaging plot, positive secondary characters, a happy ending. In this strategy, the images are the main element. They effectively allow you to instantly translate an idea and tell a story. In addition, the images have a value on the various media channels. For example the most shared posts on Twitter and Facebook are the ones with images.
Oasis
Since 2009, Oasis started communication through developing of characters. The personified fruits are funny and endearing. Consumers take pleasure in watching their adventures. They no longer sell only fresh drink.
The brand ambassadors
The brand ambassador is often confused by the influencer. The ambassador from among the fans of the brand who are most active and influence other fans. It helps to promote a brand or a product of a more or less voluntary and spontaneous.
Once identified ambassadors, the brand sees them as VIP and pays attention and special recognition, including giving them access to specific benefits: gifts or promotions, previews, invitations to events, etc. These advantages allow them to run federated community by disseminating brand exclusive content. It is a human relationship between the brand and its ambassadors.
The best ambassadors for the SNCF
The site called "The best ambassadors" allows each region to discover French tips, to share on social networks. As its name suggests, the ambassadors from the train are the site engine, they offer interesting and free content to SNCF. This adds value to the most loyal customers and recruit new ambassadors among the most active players.
Influencers
1% of people can generate more than 20% of incoming traffic to a website. Influencers are able to spread a message, increase its virality and make it relevant to the initial objectives. Highly reactive, they can anticipate changes expected by consumers with a market analysis in real time as they focus on a time, a feeling, a critic, an emotion.
Here are four categories of influencers:
•The influencer who unearths the web last crispy news, the latest communication, the latest rumor to transpire following areas of interest. This is often journalists.
•The second type of influencer adds capacity for analysis and reflection. By providing content on his blog and an offbeat perspective, it generates the trend.
•The expert is a third type of influencer. He is known for his skills and has a long address book.
•Finally, there are the influencers who have a historical basis in the web, which gives them an extensive network of contacts.
Styles
When traditional media stormed the web, many journalists did not want to write for the web. At the same time, media competition increased. The logs then turned to the most influential bloggers. The Express has entrusted the fashion blogger Geraldine Dormoy-Tungate, editorial responsibility website L'Express Styles. For the newspaper, it was an opportunity to unite the French fashion community already on the web.
Thematic blogs
The primary mission of a thematic blog is to bring added SEO value for blogs to increase traffic to the main site and brand awareness. This is as much traffic as the brand will not need to look through other levers (SEO, sponsored links, newsletter ...).
In addition, users become loyal customers more easily. The thematic blog is a lever for the world of communication.
Ikea
This is a very well known example. Ikea has also developed its own thematic blog: "Life at home." The categories of "child", "ecological" or "food" rely on the private lives of its customers. The blog becomes a personal message with a more human site as the site of the institutional sales side.
The authors are all bloggers. Finally, the blog allows Ikea to communicate its environmental changes such as new facilities in their plants.
Storytelling, ambassadors, influencers, thematic blogs. These four marketing resources are intended for viralization: to share information from one person to another. And most of the companies already actively participate in conversations online.
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