BMW’s Influencer Marketing Campaign
With so much development happening daily in the marketing world, it takes a lot of time and effort to ensure that a marketing campaign continues to resonate with your intended audience.
if you’re stuck in creating a new marketing campaign, the below are some ideas that might help spark your creativity:
- Solve a problem
You’re essentially in business to solve your customers problems. Rather than wait for them to discover you, why not got go to them with the solution your other customers are raving about.
For example, if you’re in the band-aid business, the best place to market your product would be at Sports Events where injuries are a norm. It doesn’t cost much to have a few personnel to hand out free band-aid your local sports events all year round.
2. Create how-to blog content. As most inbound marketers know, success starts with content; so begin by writing blog posts that solve peoples’ problems! When writing your how-to blog content, focus on providing actionable advice. There’s already a ton of content out there that says a lot without really saying anything at all. But you want your content to give you credibility and authority; you can do that by making sure your reader walks away from the blog post with at least one thing he or she can do to be better.
3. Let Customers Interact
You might be worried about customers B*itching about your products. However, when you know the problems they’re facing, the better you can rectify the problem and make them happy again. Customers can also learn how to use your product better from each other. Building communities is the way to go nowadays.
Don’t let it be reason for you to sell anything. People automatically shy away when they sense an ulterior motive.
Shell for an entrepreneur-focused business network with more than 200,000 members. If you can create a place for discussion about whatever it is you sell, you own that discussion.
4. Get your team and employees involved
Let your team and employees be your biggest champions and brand advocates.
Employee advocacy helps build trust with staff, empowers them to be voices for the company, and turns them into credible spokespersons and experts for the brand.
Having employees as advocates can help attract new customers and engage existing ones, create a more personal relationship, and keep employees themselves more engaged. When employees share support for a brand, they help to humanize it.
According to Nielsen’s Global Trust in Advertising Report, an overwhelming 92 percent of consumers worldwide trust earned media, including recommendations from family and friends, over other forms of advertising.
Companies across various industries and company sizes have had success with employee advocacy programs.
IBM worked with Dynamic Signal’s VoiceStorm software on its #NewWaytoWork program, which gave 1,000 employees the opportunity to share six pieces of content daily. The result was 120 million digital impressions, and 141,000 clicks to campaign content through employee shares.
5. Have some fun
In July 2010, Chicago’s Museum of Science and Industry, seeking to pep up its image and drive patronage, promised one person the chance to spend a “Month at the Museum” — as in, actually live there in a hotel-style room. The winner of the contest would then become a social media machine, Twittering, Facebooking, YouTubing and Flickering about the experience, earning $10,000 for the effort.
The museum expected a few hundred entries, which included essays and videos. It received more than 1,500 from all over the world. The process of selecting the winner engaged more than 400 blogs, almost doubled the museum’s Facebook fan base, and drew in local TV and radio, along with ABC’s “Good Morning America” and other national news and entertainment shows. The contest was so successful, a second one is underway.
6. Don’t forget about existing customers.
The needs of your existing clients are probably going to be different new prospects. Sure, certain things are going to be universal in the marketing process, but an existing customer doesn’t need to be walked through the exact same sales process as a new customer.
An existing customer often has a shorter sales cycle for a repeat purchase. They don’t necessarily need the same type of courtship as someone who has never bought from you before. The existing customer relationship is one to definitely go after because it generally has a lower cost to market to than a new customer.
A lot of businesses focus so much on new customers that they don’t pick the low hanging fruit that are existing customers.
Referral marketing should be something you consider aiming for with existing customers because they have the ability to attest to your integrity as a professional and quality of product or work delivered. Their testimonials or reviews and social media activities can help you reach a wider audience via referrals.
7. Venture into the concrete jungle
Seeking to turn heads at New York’s fall Fashion Week, Target rented street-facing rooms in Manhattan’s Standard Hotel in the fashionable Meatpacking District. At sundown, the lights went up. Throwing open the rooms’ white curtains, 66 dancers dressed in day-glo suits wriggled and writhed to a score by DJ Sam Spiegel while the a light show cycled through a spectrum of color combos — a Close Encounters-like light show reinterpreted for Gen-Y.
Target installed bleachers on Little West 12th Street to provide seating for some of the 3,000 to 5,000 onlookers, invited celebrities to jazz things up, and Web-casted, video-recorded, and photographed the event for maximum media and social media exposure.
There are so many buildings in Bukit Bintang, Kuala Lumpur to choose from when creating a campaign like this.
8. Influencer Marketing Campaign
Like many other marquee brands, BMW is partnering with top social media and digital influencers to leverage their both reach and engagement across multiple platforms. To best highlight the debut of their new 7 Series sedan, BMW sent popular men’s blogger He Spoke Style to Germany for an epic road trip. In addition to He Spoke Style’s Instagram and blog audience reach, BMW partnered He Spoke Style with top Instagram photographer Sezgin Yilmaz to further showcase aspirational lifestyle images from their road trip chronicles to vast audiences online. BMW’s Instagram influencer marketing begins with He Spoke Style’s official announcement seen here below
As opposed to one-off posts or campaigns with multiple influencers, BMW’s campaign is representative of a trend amongst many top brands opting to build relevancy and consumer awareness/affinity by longer-term collaborations. With a month-long road trip journey and campaign, blogger He Spoke Style is better able to craft and capture authentic content, storylines, and build, generate, and engage audiences across all social channels. Many marketers, including Dick’s Sporting Goods Director of Digital, have not only pointed to social media stars as the brand deals of the future, but are quick to note the marked benefits of long-term collaborations (Adweek).
Marketing is the most exciting of all business sports. It is the heartbeat of every successful business. It is continually changing in response to the explosion of information, the expansion of technology, and the aggressiveness of competition, at all levels and everywhere. Your ability to think clearly and well about the very best marketing strategies, and to continually change and upgrade your activities, is the key to the future of your business.