Good Ways to Build a Brand Name Using Social Media – For a new to the market product
By Bogdan Sava
The Social media environment helps a brand interact quickly with the existing/new customers in a transparent, non-expensive, creative way, stimulating the transmission of the brand benefits to its market and generating discussions among customers about the brand advantages, usages, purchase possibilities, ways of improvement, feedback and so on.
Of course, taking into consideration the industry, the type of product/service, type of customers, the social media marketing environment must be taken into consideration in the frame of the overall strategy and marketing business plan, being used along the other environments, on-line or offline.
WHAT FOR: For a new brand, the social media environment can be used for targeting, positioning and ENGAGING the customers into discussions about
-> The new brand benefits;
-> Advantages related the other competing products;
-> Experiences from using the brand offer, shared with other existing/potential customers;
-> Ways of purchasing the new brand product/service, ways of providing customer support and feedback;
-> connecting the new brand either with other brands (of products/services) that would improve or would make easier the customer experience;
-> Write articles of practical situations presenting experiences through which customers get the best benefit from the new brand;
-> Ask questions about the way customers use the brand in the every day activity;
-> Make contests, challenging customers to imagine themselves using the new brand product/service, ask them what they to share their best/worst experience and give pieces of advice to other potential customers;
-> Have community opinion leaders (bloggers, journalists, managers, media people, users from the industry of the new brand, etc.) use the new brand product/service and present their story about how they used it and what they liked/disliked, challenge other users to present their opinion;
-> Create creative viral campaigns about the usage of the new brand in funny/unusual situations and determine normal Social media members share the campaign to others;
WHY: -> Through the Social media marketing environment, a new brand has a potentially unlimited cheap, creative means of promoting itself to a virtually unlimited number of potential clients. The only limits are the CREATIVITY and IMAGINATION of the brand owners.
1) A Provider of shopping groceries and delivering them directly home: can use Social Media to explain how it offers more spare time, shopping efficiently to clients interested in its service; to engage and present additional benefits, the Provider can present stories or organize contests about the best ways to storage the purchased groceries or the best recipes contest;
2) A bicycle manufacturer: can use Social media to engage people passionate about riding bicycles in outdoors, in nature, can present different challenging events about bike contests and the best ways to improve or take care of each buyer`s bike.