Rich Clark Marketing

Opinions from Rich Clark one of the UK's leading Marketing Professionals


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When Virtual Becomes Reality

t-mobile flashmob-dance-tv adWhen Virtual Becomes Reality

FlashMobs were once the buzz of those in the know.  Mobile and online communities creating a mass gathering, normally just for the sake of it. This has now been given mainstream status by the recent T-Mobile ads.

 

Nowadays with the rise of social media the distance between virtual and reality are becoming ever more blurred. People have for years used social media (chats, blogs and forums) to arrange meetings with others with similar interests.

 

 

At present social networking is used to generate mass awareness, awareness within niche areas or to generate attendance at events.

 But the world of virtual and reality are colliding and the masses are joining forces to meet with fellow followers, whilst at the same time raising money for charities. What am I talking about?  Twestival is a perfect example of this.

Twestival saw Twitter users, followers, Tweeters create events all over the world in over 200 towns and cities, raising over $250,000 for water projects in Ethopia. This isn’t isolated, who can forget the infamous Facebook waterfight. Two things make Twestival stand out from my point of view, the fact that Twitter has only recently hit the mainstream and that given the current economic climate it was all done for charity.

 facebook waterfight

 

Examples of brands identifying this phenomena early and making it work to their advantage are Innocent (and the innocent village fete which uses Flickr and Blogs) and Nike utilising actual products (Nike+) and creating a massive buzz around a sports event. Not only did Nike create a one of buzz, it has successfully maintained a passionate and engaged community. There is a real connection between the concept, the events, exercise and the Nike brand. Members of that community are very likely to be strong advocates of the Nike+ product.

To my mind, very few organisations have really struck a chord with their target audience in social media. However those that find a winning concept will not only create immense brand awareness. Their strategies should also engender loyalty and in turn sales.

Maybe its an old fashioned marketing theory. But if you give people something that they want or need and create a buzz from more than just one medium – you should just get a winning formula.

You can keep up to date with Twestival updates by following on Twitter


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Free Online Promotion

Free Lunch?

OK, so not everybody is an SEO genius, able to generate copious amounts of free website traffic.  What other options are there?  The beauty of “Web 2.0” is that most of the concepts are still trying to find their commercial purpose. A a consequence the majority still offer free possibilities for any business. If you are clever and have something decent to offer you can also find your message or promotion spreading exponentially.

1.Facebook offers real opportunities to get your message out there, via your personal profile, a company page and/or groups
2. Twitter – its one of the most talked about sites at the moment and you can easily send your message to thousands
3. MySpace, if you’re related to music, this is still the place to put your messages – millions still look at MySpace
4. YouTube – depending on the concept, good video with a viral element will gain great mass coverage and quickly
5. Classifieds – places like GumTree and even eBay are great place to put your message out there
6. Directories and search engines – these are critical to your success
7. Guerilla – use tactics on forums, chatrooms to get your message out, but make sure they are relevant or you will be hounded out and lose any credibility
8. Produce blogs and articles, some good resources have already been listed in terms of areas to place and feed content.
9. Yahoo! Answers. Become a knowledge partner, great source if your area is interesting and has a number of questions
10. Do some real PR and contact online publications or journalists. You really need to sell yourself – I don’t think Press Releases are enough, you need to make contact with the key figures.

These are just ten ideas, however there are endless opportunities and if you want to put even just a small amount behind it, you can really make it take off.