Question

How to not fail

Or why there is not audience for what we make and why that truth will set us free, this is the language of marketing Audience, fans, commitment, relationships, engagement , relationship and love. It’s the language of consumers giving an awful all rhetoric no evidence so if you want to fail do this.

Assume that people care about brands

Assume that people want to have a relationship with you brand

Assume your fans are the most valuable consumer

Assume that everyone want to participate

Assume that people will find your content

Assume that depth is more important than breadth.

WHAT? Most people DON’T CARE that much about brands

The next generation of Bleach is here!

Most people don’t know how much about the brand they buy.

50% of all knowledge about a brand is held by just 20% of its buyers. 80% of buyer’s know a little or nothing about the brand.

0.5% people talking about a brand that don’t have a relationship with your brand

The vast majority of consumers have multiple partners 72% of PEPSI drinkers also drink COCA-Cola

Your Consumers are just somebody’s else’s consumers who occasionally buy you

Human relationship demand massive processing power 100 billion neurons with roughly one million s billions connections each firing at 10 time per second.

Relationship area matter of life and death

People like with strong social networks live longer. Compared with human relationships

Brand relationships are thin.

Most of us go through like it finding it hard enough to have

Good relationships with the real people in our life ”let alone all the brands are buy”

What’s love got to do with it ?

Your fans are not your most valuable consumer

This is what it needs to do to look like partners

Your brand’s health depends on lost people who think don’t know you well

Don’t think of you much and don’t buy your often it at all.

These consumers generate publicity not revenue

Distinguish between actors and the audience

Most people don’t want to participate passive consumption is not dead of 200 brands studied only one showed a level of engagement over 20%.

People’s digital participation is each other

20% passive

60% easy

44% initial

17% Intense

Just because people are participating with each other doesn’t mean they will participate with brands.

Mass reaction matters more than mass participation

People will not find your content

1 in 1,000,000 odds of a person viewing your content on YouTube

0.9% average click though rate

4.875 pieces of content the average Facebook user receive everyday

Over looked content publicized

Depth is not more important than breadth

Brand depends on big, board populations

The big difference between big and small brands is not how much loyalty they get

But how many people buy them

Engagement hasn’t replaced reach

SO, much of what we made is not vital but trivial

Much of what we make is not vital but incidental

Ordinary awful, awesome, everyday life

There is not audience for what we make

Our task is not nurturing enthusiasm

But overcoming indifference

This should inspire not depress us

All creativity demands resistance

And overcoming indifference demands awesome

Be part of what interest’s people, give more than you take

Take a position, don’t just have a “positioning “

Just move me, Dude

Dan Wieden

DESCRIPTION
Please check out the provocative presentation of Martin Weigel, Head of Planning at Wieden + Kennedy Amsterdam.
Regarding Social Media activity, ¿do you agree with Martin Weigel and his main thesis? If yes, ¿what to do then (from an advertiser / marketing&communications professional point of view)?

OUTCOMES
Thoughts related to Martin Weigel’s presentation.

Answer 1

Yes I do agree with Martin Weigel and his main thesis. In today's scenario, due to advanced technology investment in advertising and other media has become quite meaningless. Due to Zipping and Zapping options, most of the viewer either fast forward the advertisemnet or switch from one channel to another. Thus the advertising doesnt serve the actual purpose.

Advertising on social media is becoming quite illogical now. Millions of population view your advertisement and like it on Youtube but only handful of them actually convert into actual customers.

Rather building Brand Loyalty amongst the consumers is much more important. Marketers should promote their product using social media but develop some mechanism to create brand loyalty. Customers should be given membership or loyalty cards or bonus, so that they remain loyal with the brand. Building up good quality products and offering excellent customer services would also make the customers brand loyal.

Thus firms should emphasize more on developing good quality products and high level of customer service in order to make the customers brand loyal.

The actual demand forecast should not be done based on the likes received on social media or based on the number of viewers, but should be forecasted based on the number of brand loyal customers.

Create some uniqueness in your social media message so that the brand doesnt lose its identity due to clutter or many of the brands advertised together.

Social media and advertising should be used to create brand loyalty and differentiation strategy should be used to differentiate your brand and advertising from the rest of the brands. Certain quiz programs should be played on the social media and goodies should be distributed for the winners, so as make the audience involved with the brand and make them brand loyal.