The sudden boom in popularity of podcasts like Serial and This American Life have caught the attention of big name brands. Companies like GE, eBay, Netflix, and State Farm are betting on the idea of branded audio shows as the next great opportunity for customer engagement.
It is well known in the marketing community how content marketing can be a powerful tool in engaging with customers and maintaining a relationship with them. Common practice nowadays is to keep up an active presence on social media and create blog posts around topics that resonate with customers.
The concept of branding is something marketers, like you, are already familiar with. So the title of this article is somewhat misleading (unless you really are a beginner. But you’re not… right?)
However, it always pays to review the fundamentals that make a solid brand. In the process, you may discover new ways to increase brand equity or uncover business practices that are not in line with your company’s brand strategy. With that said let’s get right into the nitty-gritty of what a good brand should look like.
It’s no question that the Philippines has one of the slowest internet speeds in the region. We’re sure you’ve all experienced how frustrating it is to get a decent video stream of the latest episode of your favorite Koreanovela. Heck, even Alibaba founder Jack Ma, expressed his disappointment in our country’s internet.
Almost all commercial establishments play music nowadays. However, in our experience, this is one of the most overlooked marketing tools that companies are not utilizing properly. Most see in-store music as a playlist that is there to serve as background sound. Marketers don’t spend much time thinking what content they should be playing inside their stores. A lot of stores follow the bandwagon approach when choosing their music; whatever’s popular goes (raise your hand if you are guilty of this).
Nowadays, it has become the norm to have music playing in the background of dining establishments. If you ask most restaurant managers why they play music in their stores they’d probably give you an off-hand comment on how it improves the store’s ambiance. While that is true (see article on Sensory Marketing), in most cases this isn’t executed properly.
We've discussed with a lot of marketing managers their rationale behind the song choice for their store’s playlist. Almost all of them base this on what they feel their customers would like to hear. If they notice that a lot of their patrons are Millenials then you’d have artists such as Ariana Grande, Taylor Swift, and Justin Beiber blasting through the speakers. If they observe a more “masa” crowd in their stores then you’d have OPM artists such as Ogie Alcasid, Sharon Cuneta, and Aiza Seguerra serenading you with the hits of yesterday. If you’re guilty of using the same strategy in crafting your own playlist then what you are about to read next might be immensely valuable.
When a customer purchases a product, most people see this as the end goal. The importance of “the sale” is so highly regarded that the sales guys are usually seen as the rock stars of the company with marketing as the humble sidekick who takes less credit.