Alleblog

Social Media. It’s all the buzz. Or rather, all the tweet. However, for all the urgency brands feel to engage, social media also has many experienced, knowledgeable marketers pondering the effectiveness of the new, somewhat uncontrollable, medium. The largest concerns for most: 1) how do I measure the effectiveness of social media and, 2) how can I control what is being said about my brand.

The answers to these questions lay in a social media plan that is based on solid data, strategic planning, and the ability to monitor, down to the smallest blog or tweet, while reading emotion, what is being said about a brand. Now, the buzz just got a whole lot louder. And, it’s measurable.

By first conducting an in depth analysis about your brand, much like what we do here when preparing our client’s social media campaigns, and studying the data, a social media strategy can be developed based on facts – not educated guess’. Facts that rely on user generated content and on key words used in conversations and sub-topics regarding a brand category – so you know what customers are saying, what their concerns are, and what they love.

Now that you have your brand positioned on the right websites and you’re engaging with the right users, what do you do? How do you keep the buzz going about your brand? How do you generate the buzz into sales? And, if there are negative comments about your brand, how do you address those comments with grace and gain a customer?

The answers to these questions can only be measured by the weight of the results they produce.

posted by Kelly, Senior Copywriter

By Kevin Schluth

“Corporations spend billions of dollars each year on food advertising - Kraft Foods, PepsiCo, and McDonald’s each spent more than $1 billion in advertising in 2007. A new study suggests those advertisers are missing out if their ads only mention taste and ignore our other senses.”

Excerpt from:

‘Taste sensation: Ads engaging all senses more effective’ from Strategies for Conscious Living

http://soulscaper.com/financial/2009/07/taste-ads-engaging-all-senses-more-effective/

In advertising in general, and food ads in particular, you often hear that the best way to sell a product is to engage as many of the 5 senses as possible. For example, perfume ads in magazines engage your sense of smell. Beer ads engage your sense of taste, or thirst. Car ads engage your sense of sight. Mattress ads engage your sense of touch, or comfort. I bet if I asked you, what is the sound that Southwest Airlines uses right before they say “You are now free to move about the country.” You would know what it was.

It’s all because the more senses you can engage, the more you can get people to ‘recall’ your product. Studies show that when a consumer recalls more than one sensory impression that a product or brand has conveyed, brand loyalty hovers around 60%. That is not a statistic that should be ignored, especially these days.

This does not mean that you can only engage the ‘physical’ senses. Well-crafted copy that describes the texture or aroma or taste of a product, can be just as effective. So don’t limit yourself to the ways you can engage the senses in your ads.

At Allebach, we don’t believe in just selling the sizzle, we believe in selling the sight, smell, sound, touch and taste of the sizzle. Contact Allebach to see how we can do this for your brand.

Make Sense?