As more and more people tune out from traditional advertising, businesses find themselves striving to reach customers in new ways. A logical place to start is on social media, where many of us spend a significant part of our day. Enter content marketing: a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. Stantec, an international professional services company in the design and consulting industry, is one example of a company that’s using content marketing, in the form of blogs, to reach its target markets effectively. The company has a well-developed editorial process that leverages employee experience for its blogs. Together, technical experts and marketing professionals create and disseminate powerful (and useful) stories that attract potential clients and win new business.
Each year we print four billion flyers that are read by 81% of our readers, making them the most used source of local shopping information. For Metroland Media, their competitors and readers, these numbers are astonishing. Supply chain management is now more relevant than ever in terms of any organization succeeding. Products need to be properly designed, developed and distributed, while still being cost effective, easily adaptable to changes in the product or market and remain at a high-quality level for customer satisfaction. Metroland makes it apparent that the products they produce find there way into the customer’s hands with the same quality it left their organization. They know that improving their network of organizations and people involved in these processes enhance a variety of factors within their supply chain. Metroland Media is an excellent example of how an organization should run their supply chain and how it can be managed and improved.
Patagonia is a hugely succesful company that grew out of humble beginnings. It all started when 14 year old Yvon Chouinard developed a love for the sport of climbing, as a member of the Southern California Falconry Club. As Chouinard became more involved in the sport, he soon realized that the only pitons available for climbing were made of soft iron and were placed in the rock once and left there. He found that this was not ideal. Chouinard then met John Salathé, a Swiss climber who made his own hard iron pitons. Chouinard thought that if John Salathé could do it, so could he! In 1957 Chouinard bought a coal-fired forge, an anvil, tongs and hammers and taught himself how to blacksmith. Chouinard made chrome-molybdenum steel pitons and before he knew it, he was in business. He could forge two pitons an hour, and sold them for $1.50 each. Over the years, this company grew to officially become Patagonia in 1973; a company that’s roots remain in alpinism but have expanded to include clothes for climbing, skiing, snowboarding, surfing, fly fishing, paddling and trail running. Patagonia focuses on these silent sports, where “the reward comes in the form of hard-won grace and moments of connection between us and nature.”
Magnolia…a few years ago it was just a flower, now it’s a trending brand that has reached far beyond its Texan origin. The creators of this brand, Joanna and Chip Gaines have social media followers from around the world. Tourists book stays at their Magnolia House rental property and visit their business headquarters named the Silos, in Waco, Texas. It’s now a tourist destination with a bakery, garden shop and retail store. The fourth season of their HGTV home improvement reality show, Fixer Upper, premieres this month. Each show profiles the home renovation process from purchase to completion in a one-hour segment. Joanna designs home improvements and decorates. Her husband and partner, Chip, constructs the renovations and the featured homeowners are presented with their on-budget dream home at the end of each episode. The hype for this show has been marketed with a quarterly journal publication and a newly released book about the couple’s story. Magnolia has complimented their brand with traditional marketing mediums and qualified it with social media. The book has just reached #1 on the New York Time best seller list,1 and this achievement is promoted on their website. Magnolia has also introduced a furniture, paint, rug and accessory line available nationally in the US and at three Canadian retailers. An online “Market” shop with all of their products is featured on their website. Magnolia has embraced social media to further increase its brand awareness. The company also benefits from Instagram, Facebook, Pinterest and Twitter activity and has millions of followers. Magnolia has truly saturated the home design, renovation and décor market through both traditional and social media marketing.
In April 2013 Lowe’s launched their extremely successful “Fix in Six” campaign on Vine. With Lowe’s being the second largest home improvement retailer in the world it seems appropriate that their Vine campaign is a variety of six second videos that gives tips for home improvement. Since the campaign began in 2013, Lowe’s has created and shared 115 vines that have generated over 65 million views.
Over the last ten years, the marketing world has changed drastically with the ever evolving world of social media. As a result, marketing plans featuring television or print advertising as a primary mode of promotion have given way to marketing plans that integrate customer engagement, branding and more targeted promotion through social media. Some businesses may certainly survive clinging to old school marketing practices but for those in the computer and technology field, it is essential not only to market through social media but to do so effectively in order to gain an edge on the competition. Bluespark, has truly found their niche in social media marketing while at the same time not appearing to be marketing their services at all. In addition to social media metrics, with clients that include big names like Ralph Lauren, Roomify and Trip Advisor, it’s a sure sign that you’re doing something right.
DB Schenker supports industry and trade in the global exchange of goods: in land transport, worldwide air and ocean freight, contract logistics and supply chain management.1 Globally they employ over 66,000 employees at over 2000 locations. Their Canadian operations account for over 1600 employees at over 40 locations. Roughly 3 years ago, DB Schenker started to utilize social media as part of their marketing strategy.
New Trends in Marketing Some people today will tell you that traditional marketing is dead – killed off by social media and the redistribution of power from marketers to the consumers. With technology we are able to find out for ourselves which brands are superior; we don’t need to be bombarded by ads to be persuaded we can simply read online reviews, blog posts, feeds etc. or ask our friends and family. We are even able to block digital ads from reaching us as we peruse our favourite sites. Consumers are literally outcompeting marketers for each other’s attention – according to Forrester Research 70% of people trust brand recommendations from friends and only 10% trust advertising. Personally, I agree. This is the end of marketing as we have known it; ads full of purely self-serving content merely get overlooked these days. Enter Content Marketing. This is when companies provide valuable and interesting information to their target audience and the consumers can’t help but to read or watch and take notice. The strategy behind it is to produce useful and relevant information to buyers who will then reward the company with business and loyalty. It’s no longer about marketing your brand but rather marketing an experience with your brand and reaching people on an emotional level before they make their purchasing decisions. This isn’t exactly a new marketing technique but a growing trend with 92% of marketers using it to increase brand awareness according to the Content Marketing Institute. One company that has this marketing tactic down pat is Huggies the maker of diapers, wipes, swim pants and training pants. Their target market is huge and they do a fantastic job of connecting with them and keeping them engaged. They even have a large following from women who don’t need their products yet – moms to be! Here’s how they do it…
Title of Post: Santa Flies WestJet to Grant Real-time Christmas Wishes Organization Name: WestJet Industry: Airline Web references: CBC.ca, The WestJet blog, Shorty Awards, Globacore Description So often I hear people say “We want to make a viral video,” but a viral video cannot just be created. A video becomes viral, and for that to happen, you must first create something… Read more »
Organization Name: Nerd Fitness Industry: Fitness/Health and Wellness Web References: Nerd Fitness, Content Marketing Institute, Fizzle, Hack the System Content is King but Quality is the Throne Fire and gasoline – a great metaphor for the relationship between digital content and social media. Over the past few years, an increasing number of organizations have incorporated content marketing tactics into their overall marketing strategies…. Read more »
Organization name: Lowe’s Companies, Inc. Industry: Retail home improvement and appliance stores Company Contact: Tom Lamb, Lowe’s Senior Vice President of Marketing & Advertising Web references: Lowe’s Description of how social media is used for business performance: According to a release from advertising giants BBDO, Lowe’s is the second largest home improvement retailer in the world. As a part of the… Read more »
Organization Name: Taco Bell Industry: Food Name of Contact: Tressie Lieberman, Director-Social and Digital Marketing for Taco Bell Taco Bell has found out the best new and innovated way to introduce new items to their menu as well as interacting with their consumers, and that is; through the use of the very popular app Snapchat. In May 2013, Taco Bell… Read more »