Résumé Facelift

While at a networking event last week I came across an interesting idea that, at first, sounded brilliant, but I was unsure of themore I thought about it. The idea was to enhance a résumé using a QR code. By linking a QR code to a YouTube video, you are able differentiate yourself, and give your résumé  a personal touch. Also you have the ability to track when and how many times that video has been viewed.

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The reasoning behind the idea is superb; however, I am hesitant to utilize this idea for fear that it would effect my personal brand. QR codes were a trend in advertising that aimed to bridge print ads to digital formats on your smartphone or tablet. This trend didn’t last long when individuals refused to install the application on their phone. My use of the QR code on my résumé may compromise send a message that I am behind on techniques used in marketing. 

QR Code

JP Morgan Chase #TwitterFail

Earlier this week JP Morgan made a costly mistake on Twitter that sent a wave of tweets to @JPMorgan with the hashtag #AskJPM. The following tweets are what sparked the conversation:

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Not even six hours after the initial tweet, and before the actual conversation was supposed to begin @JPMorgan announced that they would be canceling the Q & A session scheduled for the following day.

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After searching #AskJPM and scrolling down it is apparent why.  Here’s a few that made my highlight reel.

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Credibility Among Millennials and Gen. Z

“The less control a company has over its marketing message, the greater its credibility.”
-Pamela Talbot

Pamela Talbot is the chief executive of the American side of Edelman, a large international public-relations firm, and an expert in consumer-product marketing.

Talbot’s quote sheds light on the new age of marketing where the message is being more and more influenced by eWOM. Social media has exploded the speed at which an individual can influence another in a positive or negative way. Although this conversation is many time “out of your control” by monitoring these conversations, you will be able to understand how costumers are talking about your business and how to join the conversation to correct any misguided information. Correct any incorrect information, and insert the tone consistent with the message that your brand wants to send.

The Risk of Guerrilla Marketing

Guerrilla marketing is defined as creative, unorthodox marketing techniques that attempt to engage consumers in a brand. I have listed a few successful examples in my previous posts, but as with any form of communication, there is an inherent risk associated with communicating anything to the general public.

Good marketers recognize and predict possible repercussions that may occur from there promotions. Cultural insensitivity, general distaste, and legality could be good indications of a potiential public relations disaster. This foresight could avoid misrepresenting your brand by associating it in a negative light. 

These brands didn’t foresee these types problems, and are martyrs for the guerrilla marketing movement. 

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The Canadian tutu belly flopper above disrupted the 2004 Summer Olympic Games to promote GoldenPalace.com, the online casino site, only to find myself in a Greek jail the next morning, and with thousands of disgruntled fans and athletes. 

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These mistakes are even common amongst larger businesses with a much more suffocated promotional plan than jumping off the 10 meter platform in a tutu. Snapple flooded the streets of Times Square in New York after attempting to erect a 25 foot kiwi strawberry flavored popsicle to promote is new popsicle line. Unfortunately for Snapple, the record setting popsicle didn’t last long in the 82 degree heat. 

 

 

 

The Power Of Social Media

“92% of respondents [in a 2012 Nielson study] reported that a positive recommendation from a friend, family member, or someone they trust is the biggest influence on whether they buy a product or service.”

― Paul M. Rand, Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business

eWOM through social media channels only increases the rate in which recommendations can be transmitted from customer to customer. Today every customer has the power to influence hundreds of others.

Finding Tone

Integrated marketing communications is only as affective if you keep the message consistent throughout all forms of media. IMC gives consumers a clear image of what your brand stands for. One element that helps keep the message consistent is tone. A constant tone will allow consumers to make clearer associations with your brand, and help develop a relationship with your customer.

But how do you know what tone to use?

Your tone must be consistent with your message, which largely has to do with the product and target market. Along with consistency, it is essential that your tone engage your target audience. If you are not speaking your audiences “language” they will not listen.

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Taco Bell understands the role social media has on its tone, and uses Twitter to express its humorous tone consistent with its commercials and other means of communication.

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Brands that do not utilize or establish a tone produce messages with less appeal and direction. Although having no tone may not destroy your brand, adding tone will enhance your social media presence and message across social media channels. When compared side by side you can see the value that having tone can add to your message and ultimately the brand. 

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Earning your Voice on Twitter

Social media should be a conversation, but don’t expect your voice to be heard without earning respect from your customers. Twitter has made it easier for companies to search conversations with hash tags and key words, but barging into conversations on Tweeter is not an effective method to advertise, nor does it leave a good taste in that potential customer’s mouth.

Take for example this conversation:Image

Your audience is not listening to an automated response that was obviously sent to anyone that mentioned “Call of Duty: Ghosts.” This is not an affective way to market your product nor is it how you want your brand represented. Not to mention nine times out of ten the customer will mark your post as spam.

A custom-tailored message and continuation of the initial conversation is a great way to make a customer feel like he or she is communicating to the brand. Interactions like these positively contribute to the brand equity.

Walmart recovers by affective managing this lead.

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Customers will respond much more positively, and be less skeptical of your brand if an obvious advertisement is not directed toward them. 

Start the Conversation

The benefits that social media has on a business is profound considering the cost to create an account on most social media websites, nothing. It is one thing to have people like your brand on Facebook to get promotions, deals, and updates on a brand, but social media is much more effective when a two-way conversation is sparked.

One of the biggest benefits to social media is that it humanizes the brand, and allows individuals to interact with the brand on a more personal level. This conversation is not always easy to start online; however, using traditional means of communication in unorthodox ways a brand can generate user content. Give the people something to talk about related to your brand, and spark the conversation.

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Cocoa-Cola playfully interacts with potential customers, but more importantly starts a conversation, by literally grabbing bystanders’ attention. This playful interaction will be sure to generate a smile consistent with the Cocoa-Cola brand.

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The tattooed mirror is a simple way for your brand to interact with younger generations that are more inclined to use social media. Imagine your brand tattooed on some guys bicep. Talk about brand loyalty.

These ideas and more are listed at http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples/

Coca Cola gives them something to talk about

If you want people to talk about your business on social media you have to give them something to talk about.

Coca Cola created a 2×1 Friendship Machine that gives you two cokes for the price of one if you were able to reach the 2 for 1 button. This button was placed high enough as to where you were not able to get from the ground. The machine is a creative way to stir up some user generated content around their brand.

Friendship is consistent with their standardized branding, and positive images and reinforcement help growth and strengthen the value of the brand.