(By Jeffrey Barylak, Marketing Executive – Social Media, 7.2k10)
Has traditional marketing to consumers changed forever with the new Social Media craze — or is there something new and old now working together to better connect to the consumer?
It is not hard to notice today that all of the focus in marketing, selling and reaching out to consumers in a new way is with something called Social Media. There are new Social Media mechanisms that help you follow your favorite blog, experience your son’s new baby pictures or video, or just talk about yourself, network for a job opportunity, or even give your opinion on the value of a particular product that you use. You’ve seen and heard of them as YouTube, Twitter, Facebook, Linkedin and others –something new.
Then there still exists the traditional mechanisms in marketing, selling and reaching out to consumers by using print advertisements, TV advertisements, internet, radio and others–something old.
I have noticed that the old traditional advertising is changing, blending or taking on a “bridging effect” with these new and old marketing mechanisms. One recent example I found was in a print advertisement in the USA Today newspaper. At first glance it looks like a normal traditional print advertisement. The product is shown in the newspaper with tag lines that are usually associated with this type of advertisement that originates from the manufacture of the product telling all of us how great this product is and why.
But, as I examine this print advertisement closer it depicts messages not from the manufacturer of the product but from consumers that have just experienced this new product. The advertisement tag states “The people have Tweeted” for Trident Layers Gum. It depicts real tweets (messages) from consumers that have just experienced this new gum. MsCalcote tweeted, “Hey this Trident Layers gum is what’s up” and cameron_crazy tweeted, “I really like this Trident Layers gum. It is delicious!” As you read and absorb the advertising message it asks you to “follow the sweetness” and provides you a Twitter address to follow or join in with your own comments about your experience with this new gum.
This print advertisement has the “bridging effect” or blending of the new and old marketing mechanisms into what I call “Socialvertisement.” The blending of the new Social Media mechanism – in this case Twitter – to traditional old print advertising ultimately getting a closer consumer connection versus just using the old traditional advertising mechanisms designed and seen as just a consumer testimonial.
Another example of Socialvertisement I noticed was used in both a TV advertisement and in its company’s own internet site. The company is called Temper-pedic and their main product is called the Tempur-pedic Mattress. They crafted a TV advertisement that was titled, “Ask Me.” A few lines of this TV advertisement went like this: “Ask Me! Ask me about my Tempur-pedic. Even if you think your mattress is just fine, Ask Me. What is it like to get the best night sleep every night? Why not talk to someone who is sleeping on the most highly recommended bed in America? It is not Sealy, Simmons, or a Serta. Ask Me about my Tempur-pedic. Ask me about how fast I fall asleep, Ask Me about staying asleep. These are actual Tempur-pedic owners. Ask someone you know, check out Twitter or try your friends on Facebook. You will hear it all unedited. Ask Me is it a good value? Ask Me how I take the first step.”
This TV advertisement was also added to Tempur-pedic’s web site section under the “Ask Me” and it included sources to join in and connect into – Talk with Tempur-pedic Facebook and YouTube. Again the old advertising mechanism, TV and internet were blended in with the new to create a new Socialvertisement design to get closer to the consumer.
The last Socialvertisement example that I notice contained that same bridging effect of the new social media and the old advertisement messaging mechanisms. It was contained in a print advertisement for Wheaties cereal brand. In this advertisement there is a picture of a box of cereal with a message about a football star, Peyton Manning, receiving the NFL’s MVP award. “Congratulations on another MVP – we’re proud to have you on the Wheaties Fuel Team – Prepare to win in stores now,” the old. Then in the corner of the advertisement design there is text that states, “Find us on Facebook”, the new.
Maybe some of you have noticed other Socialvertisement examples with the bridging effect of something new and old working together. For me it is still too early to know if this type of Socialvertisement is going to create an even better connection to our consumers, but I cannot wait to notice more of something new and something old working together and to see if this method connects to the consumer, even better.