One thing that people are demanding when they look into dealing with a brand is originality. So much of the traditional media and advertising gimmicks have been overdone that consumers are becoming immune to typical marketing methods. They want something new and fresh.
Social media has given many brands the opportunity to do just that and to continue to hold a unique slant in the market – where they can be different from their competitors. While the channels are new, it’s still a little difficult to remain unique and prove that your product/service is worthy.
When you’re trying to figure out a unique angle, ask yourself the right questions to make sure that you can grab the attention of your customers. Like:
Can I travel the length of the country with my product?
That’s exactly what craftsman has done. Instead of talking about how great their products are, like everyone else tends to do, they’re showing the people just how great they are. This is what the people demand. They demand that you prove yourself in the gladiatorial arena of business – show them that your product can stand up against the others.
Craftsman is proving the power behind their brand and the strength of tools and garden tractors by sending Lucas Van Engen, a New York Bartender, 3,300 miles across the United States. He started his journey in Santa Monica, CA on May 14 and will finish the trip up in New York on August 24th. The best part about the marketing campaign is that they are drawing social media into the mix. Van Engen is broadcasting his efforts through a variety of channels such as a blog, Facebook fan page and various web videos.
This is the kind of “show of force” that consumers want to see – but not just through television or print ads. They want proof through videos. They want blog posts and Twitter or Facebook updates that they can follow. That kind of material makes people feel like they’re right there with the company, enjoying the challenge.
What have you done, and what do you plan to do, to step up to the challenge that consumers are calling for through social media? Will you be pushing your presence in an effort to prove that you are indeed valuable hand and fist over your competition?
Every business, especially small businesses, have an opportunity to take hold of social media through blogs and online video to prove their worth. Competition is minimal in the online market, but as time goes by it will continue to be difficult for businesses (Especially small ones) to find ways they can be unique and come out on top within the online proving grounds.
What have you got to say for yourself and your product, that your competition hasn’t said already?