{"id":487,"date":"2023-03-14T16:19:16","date_gmt":"2023-03-14T16:19:16","guid":{"rendered":"https:\/\/www.bursucretleri.com\/blog\/?p=487"},"modified":"2023-03-22T18:45:38","modified_gmt":"2023-03-22T18:45:38","slug":"even-the-biggest-brands-need-tlc-to-avoid-going-mia","status":"publish","type":"post","link":"https:\/\/www.bursucretleri.com\/blog\/even-the-biggest-brands-need-tlc-to-avoid-going-mia\/","title":{"rendered":"Even the Biggest Brands Need TLC to Avoid Going MIA"},"content":{"rendered":"

The following is a guest post from Andrew Hanelly.\u00a0If you\u2019d like to contribute thinking here, please\u00a0read the guidelines.<\/em><\/p>\n

From the CEO running a global corporation to the preteen hustling for loose change with a lemonade stand, anyone who has spent more than 10 minutes in the business world knows one thing for sure:\u00a0nothing sells itself<\/em>.<\/p>\n

It takes hustle. It takes guts. And it takes\u00a0persistence.<\/p>\n

But as competition for shelf space in the minds of the consumer intensifies, the line between a \u201cwinner\u201d and \u201closer\u201d brand becomes clearer. And it\u2019s drawn with the blood, sweat, and tears the winning brands are willing to sacrifice in order to get there.<\/p>\n

In the business world, we see that things are changing \u2013 household names are being kicked to the curb and replaced with brands more interested in earning a seat at the table and willing to actually empathize with their market.<\/p>\n

For instance, recently the New York Times\u00a0reported\u00a0that the largest American packaged-foods marketer \u2013 Kraft \u2013 is on a mission to prevent some of its most storied brands from turning into ghosts, or \u201conce-prominent pantry staples that fade into obscurity through a lack of consumer interest brought on by a lack of \u2026 support.\u201d<\/p>\n

The\u00a0sacred cows\u00a0are being slaughtered.<\/strong><\/p>\n

If you\u2019re out of consumers\u2019 sight, you\u2019re out of their minds, and more importantly out of their homes.<\/p>\n

It used to be simpler: have a product, blast your USP to the mass media, acquire currency, and rest on your laurels.<\/p>\n

But the rules have changed. The audience is fragmented, and\u00a0no one<\/em>\u00a0has a monopoly on attention. There\u2019s more hustle required: it\u2019s no longer just about your big news or huge ad campaign. In a fragmented media society it\u2019s the\u00a0stuff in between\u00a0that starts to matter more. Face it,\u00a0no one<\/em>\u00a0is as good at predicting success as they think they are. Instead, those who\u00a0try things and iterate\u00a0and are willing to put in the work to\u00a0build a community\u00a0ultimately come out on top.<\/p>\n

For brands of all sizes this is a call-to-arms: for the established giants, it\u2019s a challenge to maintain relevance. For the scrappy upstarts, it\u2019s an opportunity to grab market share.<\/p>\n

Some tips to staying or becoming relevant?<\/p>\n

1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Find out where your audience is, and spend time with them there.<\/strong>\u00a0Read the blogs they are reading. Listen and participate on the social networks they use. Find out what TV shows they watch and what magazines they read. Learn as much about the habits of your audience as you can and figure out how your brand can be part of the environment.<\/p>\n

2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Stop giving speeches, start having conversation.<\/strong>\u00a0Think beyond traditional ad placements and work to find relevant points of entry to your audience using content. 73% of people would\u00a0rather learn\u00a0about your brand in a series of articles rather than in a traditional ad. Why not go direct to consumer with content and be the one to write those articles? You can do it, or you can yield that opportunity to modern, relevant media companies who have\u00a0organized themselves\u00a0around search and social.<\/p>\n

3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0Diversify your marketing approach.<\/strong>\u00a0Don\u2019t necessarily abandon traditional methods\u00a0if<\/em>\u00a0they still make sense. Sure, social media, mobile, search and tablets are the topic de jour, but people are\u00a0still spending time\u00a0in traditional spaces. At the same time, make them work to grow your opt-in communities and organic marketing metrics.<\/p>\n

Staying top of mind is one of the most difficult challenges organizations face when it comes to marketing to their audiences. Find out where they are and show up.<\/p>\n

Your presence won\u2019t go unnoticed.<\/p>\n

Andrew creates and executes digital strategies for clients at TMG Custom Media.\u00a0 You can\u00a0follow him on Twitter\u00a0and check out his posts on\u00a0Engage the Blog.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

The following is a guest post from Andrew Hanelly.\u00a0If you\u2019d like to contribute thinking here, please\u00a0read the guidelines. From the … <\/p>\n

Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":1388,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,4],"tags":[],"class_list":["post-487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-buzz","category-digital-marketing-and-pr","resize-featured-image"],"_links":{"self":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/487","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/comments?post=487"}],"version-history":[{"count":2,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/487\/revisions"}],"predecessor-version":[{"id":489,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/posts\/487\/revisions\/489"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media\/1388"}],"wp:attachment":[{"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/media?parent=487"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/categories?post=487"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.bursucretleri.com\/blog\/wp-json\/wp\/v2\/tags?post=487"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}