For sure in 2010 and in the future we will have to move beyond speaking AT the consumer and preferably engage them in our actual brand marketing program.
Everything in the marketplace today generates information and the success is turning this data into product sales.
The social platforms are great news makers. Mobile texting is growing and thus we are looking at how we can further bring the consumer into our sales plan using these electronic digital platforms. [Recall my belief in having a digital skin.]
What we have learned, as the only ready-to-drink cocktail using exclusively the web and viral marketing to advertise, is that we must offer up a steady stream of engaging content to keep interest high in ShotPak®.
We recognize consumers engage with ShotPak® brands and thus our point of view is important and must be simple and easily understood.
Twenty something's [21 to 45 market segment] are tech savvy and glide seamlessly between business and personal items in the digital world and so we have designed our brand plan elements into a cohesive social media experience for our consumers.
We will still use some print and develop our basic bare ORANGE pouch shape to tease consumers into our world.
We are very keen on using "Apps" following their success in the market, viz. choose a car, find a recipe etc. We think developing a "Select the next cocktail" App is a must!
Monitoring conversations about the brands is crucial and we will use either Scoutlabs™ or Radian6™ the leading monitoring tools, to keep on top of e-talk about our brands. We want to reply as it is read on our side. Timing is everything!
Video has a small place in our plan, but takes time. We know time is not available when you have a message to give to the consumer. No way, no more information advertising. Only action and success attracts attention. Our preference is a short sharp memorable reality happy event with ShotPak®.
We believe Smart phone technology will grow and grow. We will develop ShotPak® "Apps" for Facebook, Loop'd and Twitter on a new separate mobile friendly web site.
For 2010 we have a new viral advertising campaign that is in a shape of our ShotPak® pouch with an ORANGE background and with no brand name only a code number that invites the consumer to enter our ShotPak® web site. We have found that people like to examine challenges. On the site they will have a tip to buy a product in a six or 12 pack and on the outside of the pack is an email address to claim your prize for the effort.
We will develop this idea further and let ShotPak® consumers taste our new products and ask them to chase down leads and get free tickets to movies, dance clubs and T-shirts.
We want to develop a level of new product interest and get consumer participation at the beginning as we introduce them to new flavors while we increase our sales along the way.
Thursday, March 4, 2010
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