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.

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As many MSED members know, Jeff brings a unique combination of insights into how companies are successful, the ability to express these ideas simply and skills to provide compelling examples.  His lessons apply to sales, marketing and corporate management.  His sessions at MSED were some of our most productive and best reviewed events.

In this, Jeff’s eleventh book, he focuses on how companies can not only survive but prosper in hard times.  In sixty short chapters, he provides insights that we each can use both in our careers and in our private lives.  Some of the chapter titles are:

• “I visit customers in stores” – management needs to meet customers and middlemen in their own settings to make correct decisions.  This is not delegatable.
• “Stay off magazine covers” – the leaders’ job is to lead, not to gather personal publicity.
• “People are not the most valuable asset, customers are” – They pay the bills.
• “Pay for performance, not activities” – the person who writes the best call reports is rarely the most productive salesman.
• “Never cancel batting practice” – In tough times, don’t drop training, R & D, marketing, and other revenue generating activities.
• “Fire the strategic customer” – Get rid of the customer who provides his business at a net loss when all costs are considered.

After a distinguished corporate career, Jeff has consulted for more than twenty years.  For more information, check out his website www.foxandcompany.com.

We plan on adding content regularly and we are looking for member contributors.  If you have an article on marketing you want to share – here is your chance.

Please send them to beverly.cornell@mangolanguages.com as she is the blog editor.

We look forward to your contributions and comments!