Brand marketing is ever changing, providing unique and creative challenges and opportunities for those of us in the industry. High consumer demand creates high competition, to the tune of 500,000 new consumer products being launched each year.
How Stone Brewing Company has built a loyal following of passionate, engaged fans without spending a dime on advertising.
When discussing Zenzi’s Social Values practice with business leaders and decision makers, one question we hear a lot is:
“I think this is a fantastic idea, but how would social values apply in a B2B environment?”
Well, the short answer is that values play the exact same role in B2B marketing as in B2C. At the core of any business transaction is the relationship between the buyer and the seller, and that relationship is built on factors such as trust, comfort level, emotional response, personal history, and risk perception – all of which are influenced by the values of the company and the individuals involved.
An archetype is a recurring symbol in art or literature that represents an idealized example of a person or thing. Archetypes can range from Biblical figures such as Jesus or Moses to entertainment characters such as Harry Potter or Darth Vader. Each of these characters takes part in a larger than life journey that teaches us a universal truth about human nature, and embodies a moral that serves as a blueprint for how we should live our lives. Psychologist Carl Jung theorized that archetypes are part of the collective unconscious, and proposed several representative archetypes such as the Shadow, the Wise Old Man, and the Mother.
A recent study by Forrester revealed that though 75% of marketers are increasing their content marketing budgets in 2014, over half feel that their efforts are largely ineffective, and 26% more feel that their efforts are “neutral”.
The increase in spending clearly indicates that marketers believe content can have a big impact on sales. So why are so many failing to achieve their goals?
As the global consumer base continues to shift away from traditional advertising and more towards reviews, recommendations, and social media to inform their purchase decisions, many brands are beginning to create their own content, or letting their customers create content for them. The aim of this branded content is to stimulate conversations, discussions, and viral “buzz” around their brand, as opposed to selling the consumer outright on their product. Industry influencers such as Richard Edelman think this is the wave of the present and future for marketing practice. We here at Zenzi agree, but we also believe that to optimize the reach and effectiveness of any branded content, it must speak to the core values of the target audience. Our data shows that content targeted to values is more likely to be shared, becomes more a part of the consumer’s identity, and leads to greater brand connection.
It’s no secret the field of public relations is changing dramatically. What can you do to stay at the top of your game? At Zenzi, we believe that having great media connections is only just the beginning. Now’s your chance to put your talents to work across emerging communications platforms like social and digital. Our campaigns go beyond traditional marketing, using psychology and data science to motivate and inspire action. If you’re ready to learn from the best and take your skills to a new level, Zenzi could be the just the place for you.
Have you mastered the answer to the most important question about your brand?
Not just what industry are you in, or what technology are you based on? But who you do you help? And how do you make their lives easier?
Zenzi is seeking a PR Contractor with experience in pitching National consumer media, as well as demonstrated success in booking coverage within San Diego, Orange County and Los Angeles media. This is a part time/contract position with opportunity to grow to full time/permanent in the near future.
With 2014 upon us, it’s nice to reflect on the events of the previous year. What happened? Who got it right? Who got it wrong? And who were the real winners and losers?