southparc.

Good day sir, can ik help you? - Martini, please. - Would you like some ice? - Yes, please. - Cubes or crushed? - Cubes. - Lemon? - No, thanx. - Olive? - Yep. - Tumbler, long-drink or cocktail glass? - Tumbler, please. - Anything else? - Some of those peanuts would be great. - Of course sir, here you go…

Thanks, buddy. That was a great Martini. Next time I’ll bring my friends…

Although modern technology offers us a lot of new channels and tools, the nature of marketing has not changed. You still have to make a serious effort to find out what your customers (or fans, or friends) really want. Ask, listen, respond. It’s not about all you have to offer or all you want to tell. It’s only about what’s relevant to them.

In my opinion, a solid 2.o strategy is based on relevance. Do you agree?

Ben

A lot of marketeers hold on to the past. Cherishing old habits and old rules. They still believe public relations is all about communicating via the traditional media. They still assume that there is nothing wrong with the interrupting approach of advertising. The idea of new marketing via the web makes them nervous and defensive. And they resist to invest some time to explore the power of reaching their customers directly…

However, for all of you who want to be more visible on the web, who want to share their story directly, who want to drive people into conversion, here’s an advise: please ignore the past.

Wanna join?

Ben

So let’s talk 2.0. And to be honest, we can’t come up with one comprehensive definition of what this 2.0 world is all about. What we can do is share our thoughts.

First of all, we don’t think this new world will replace the more traditional one entirely. It’s additional. It’s complementary. A new organic shell, forcing companies to rethink their branding and communications strategy. Because it’s out there and can’t be neglected.

Secondly, we do believe that the impact of the internet on brands is and will be very substancial. Not only because it’s quick and transparent, but also because it represents the highest possible grade of “perceived credibility”.

And last (for now), we strongly believe in a huge competitive advantage for those brands who are able to efficiently integrate “2.0-comms” in their strategy. Just to be clear, in our vision this implies far more than building a good website and develop some e-tools. It’s a change in strategy, mentality and organization.

So, how to address this issue? In general, we think,  part of the solution lies in answering the following two questions: 1. What can we communicate ourselves? 2. What can ‘others’ communicate for us.

Assuming the strategic basics are set, the brand organization should take on at least 3 roles:

- be the broadcaster of unique (branded) content

- be an open source and transparant knowledge provider

- be an active member of all relevant social communities

Sounds not that complicated, but in reality this turns out to be a mayor job and a huge challenge. Especially for global companies with lots of employees, varying in age, culture, education and (e-)experience. We’re in right in the middle of this proces with some of our international clients. In these specific cases we learned that forcing a revolution is just not realistic. So we’re helping them with a step-by-step approach. An e-volution. Pushing progress as hard as we can, knowing that there’s no time to waste.

It’s obvious that brand management has an additional priority field to address. How to follow, listen to, reply, inform, correct, inspire and fascinate all those different new communicators influencing brand awareness, brand image and preference. Well, if you can’t beat them, join them. Use this new and unlimited potential in a smart and positive way. It won’t be easy. But for those who succeed, it will make a tremendous difference for the future value of their brands.

Ben

Share ownership of the brand. What a great concept. Just let go of control. Open up, be honest and be transparant. Turn communications into conversations. Create unique content and make it available. And last but not least, accept that word of mouth still rules and let the outside world do the talking.

Your reach will grow, your credibility will improve and your brand will prospher.

Simple, isn’t it?

Ben