Archives for posts with tag: value proposition

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Or Twitter. Or any other social platform

Everybody has favorite brands. We have preferences when it comes to cars, restaurants, TV shows, movies, grocery stores, bands, authors, bloggers – you name it. You are one of these brands that people like and continue to purchase.

Wonderful.

So, one day you decide to jump on the Social Media bandwagon and develop a presence on some social platforms. Let’s say your first choice is Facebook. And you start to market your Facebook page: “Please find us” or “Like us”. And they do.

Wonderful.

Not really. Wonderful for some customers and brands. The small minority.

The majority of customers hate their favorite brand on Facebook.

Why?

Because you are only focused on the platform and not on the offer.

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The majority of people follow brands because they want offers, are current customers or explore entertaining content that they can’t get anywhere else. People connect with brands because they want something and they expect brands to give them something.

Focus on less on the what. And more on the why.

The social space is littered with brands that never answered the question why a person should connect with them. Marketing on a social platform doesn’t work without the why. Brands need to define their own WHY before choosing a specific platform. Once you determined your why, you can create your strategy: Content to engage people, contests, polls, humor, discounts, coupons – your why has to be aligned with your brand promise and needs to be sustainable for the long-term.

Define your value proposition and communicate it.

Don’t just ask people to like you or follow you on Twitter. Tell them what they get in return, why they spend their limited time with your content, what’s in for them?

Being social is your primary goal. Being a marketer is secondary.

Nothing wrong with marketing on social platforms. Don’t feel guilty about it. But you have to be social. Create compelling content that keeps people coming back. The customers are really the king on social platforms. You’re the servant.

JC Penney just launched an integrated campaign, including online, mobile and social. I know: Yawn. The real innovation surrounds the traditional gift tag by making it possible for customers to attach personal voice recorded messages to their purchases using QR codes.

When you buy a gift at a JC Penney store, you will receive a free QR code tag (“Santa Tag”). Fire up your QR code reader, scan the code and attach a personal voice message. The recipient needs to scan the tag with their own QR reader to receive the affixed voice message.

Life just got more complicated.

It used to be easy to receive presents: You open the card, read the note and open the present. Now, you have to grab your smartphone, scan the QR code and then receive an audio message in lieu of a card. This continues to be my problem with QR codes: It’s too complicated, involves too many steps. And the benefit/value is just not good enough.

I’d be more enticed by this promotion if the value proposition was better: A video, more of an experience, something that’s better and more interesting than just a basic audio message. And I seem to be in the minority: On this thread, marketers called the idea cool and brilliant. I call it lazy.

I still think QR codes are just a bridge to more interesting opportunities in that space. But I also think marketers should work harder to get out of the cool ghetto and move into the space where customers really appreciate the value and get something unique out of it.