SPARK Conference: Brand marketing, resulting in products sold out?

What role does social media play in marketing your business? According to McKenna Taylor, Manager from Top SEO Service agency, some are the face and voice of your business. Their challenge has been that social media channels are easily filled with sales-driven communication, leaving no room for brand building. “Tactical” product messages often do not evoke emotions or reactions in followers, leaving the visibility of updates low. He introduced the brand campaign “12 Moods”, which is designed on the social media above.

The planning of the campaign is based on customer research and the themes that have emerged from it, which the target group considers important: the lifestyle is not limited by age, but the target group is united by a state of mind and seeking new adventures. Influencers include athletes in certain sports (e.g., snowboarding, surfing) as well as musicians who represent music genres that have emerged in research. The monthly campaign showcases feelings and emotions through influencers. Included are products that are only available in limited quantities for one month.

“It’s not just about how music sounds. It’s about how it makes you feel”, an expert from an SEO company.

What can we learn from this?

What is the message of your brand? Do you discuss it on social media channels or do sales-driven messages take over the news stream? Knowledge of the target group is really important and in many cases a company can have several smaller or service-specific target groups. What unites these target groups? A theme that touches everyone? Harness this theme into the content of social media communication and into ongoing campaigning. The product and service are then sold through a more tactical implementation that is targeted at a target group that is already somehow familiar with the product / service / brand.

Despite the fact that the implementation itself is really stylish, what lies in the ingenuity of the campaign is that marketing is not built on “mass visibility” above. The most important audiences for the brand that identify with the lifestyle and content of the campaign have been identified. The end result has been good social media figures and visibility. The campaign has generated referral by followers and meaningful interaction with the brand on social media channels.

And that sale. Every month the products are sold out.

The event brought a lot of new thinking

Overall, the SPARK conference was an event worth a visit. In addition, e.g. From representatives of LinkedIn and Twitter. Since there were performances on four different themes to choose from in the afternoon, my focus was on measuring marketing. I also got tips for creating more effective target groups based on an understanding of our own field of competitors in addition to our customers.

Many speakers emphasized that the marketing of the future will be more interaction and meaningful communication between their own target groups. Not just communication from the needs of the company. Several of the channels we use are developing their functionalities and enabling a more real-time and more interactive way to communicate, including on the advertising side.