- Choose one key event that draws audience members that would align with the core brand values. Which types of experiences does your intended market value? What kinds of events do they care about? And of these, which draw the most media attention, particularly media that they can consume and digest?
- Utilize celebrity endorsements that again align with the core brand values; have them post on their social media channels. Celebrities can be seen as influencers for every aspect of a consumer’s life. Proving your product’s worth to a single celebrity will encourage many of their fans (who most likely attempt to live according to similar values as specific celebrities, even unknowingly) to regard the product highly. While this essentially is a form of advertising, it is more valuable than standard advertising because it gives the impression of a personal recommendation.
- Promote using an integrated approach (similar to native advertising on internet) with the event/figure involvement. While events and celebrities are a good way to help the brand reach its market and strengthen its equity, this approach can be construed as overly orchestrated. Don’t use excessive hashtags or repost the exact same thing on every social media channel, as today’s consumers, who are both social media savvy and value brand honesty, will perceive it as a heavy-handed advertising attempt and will therefore disregard it.
Sue Liu is a junior at Northwestern University studying Psychology, Business Institutions and Integrated Marketing Communications. Her primary interests lie in digital advertising and branding.Keywords: IMC, social marketing, branded content, social marketing, celebrities, fashion, influencer marketing, entertainment