März 5, 2012 16

I want more. Do you?

By in Rethink Advertising

Guestpost by Joakim Vars Nilsen (Twitter: @joakimnilsen )

I want more.  

Like us, Follow us, + us, watch our Youtube video, Klout it, Pin it, AR this, QR that, retweet etc. Every brand is now more or less on social media. But I don´t get why 90% of them are. And what do they need likes and followers for? And more importantly why should we like or follow them?

Watching TV, commercial break. 90% of TV commercials either talk about how insanly great the product is, or try to be funny.  Why should I buy your product? Because you make a boring sit-com in 30 sec? Because your roll-on is 12% bigger than your competitors?

People are not interested in brands. Only a few loyal fans are. And key for growth is getting more people to buy  - and buy more. Alas you need to communicate to people who are not really interested in your brand. Who really do not care about what nice things you can say about yourself be it on mass-  or social media.

So why focus on building more and more Facebook likes and Twitter followers. Why create another TV commercial that focus on product feats or being a little bit more funnier than the others.

Why not try to instead focus on helping me with what I´m most interested in?

No, it´s not only about usefulness. It´s not only about creating digital solutions that help i.e runners to get better at running or airline passengers to book a seat next to a stranger based on similar interest through LinkedIn or Facebook. This is meaningful stuff. But I want more.

I want serendipity. I want stuff I didn´t know I wanted. I want to be amazed. I want to entertain. I want to click on cows. I want beauty. I want help. I want to help. I want to get to know new people. I want to strengthen my realtionships. I want to be someone. I want to belong.

Help me with this and you will resonate. You will create social currency. I will talk about you both on- and offline. I will talk to you. I will join you.

It´s not about advertising in massmedia or activating in social media. It´s not about mobile or tablets. It´s about why we are in the market. And what role those tools can play in making the life of the consumers better.

Maybe we should be in the business of helping people to listen to what their heart is saying they really want and help them with pursuing this. To be bold, find a purpose and lead together with the market.  Instead of creating irrelevant noise/tactical disguised participation/narcissistic introvert interactive/ psychopathic look at me rubbish marketing aimed at the self-interested individuals/sheeps in hope it will spread like the bird flue.

For behavior to be contagious , it has to operate within a trusted network. Where you can only be invited in. It is the rest of us that will either adapt or reject what we encounter that really matters in the spread and ideas through populations. And the rest of us is 3 billion new participants in the media landscape.

To create a mass reaction. To earn a big share of popular culture.  To be talked about. Which is crucial for gaining market share. You need to do two things.

  1. Give people something to do and someone to do it with. Activate! (social media, events etc)
  2. Tell people what you do and with whom.  Advertise! (TV, digital, in-store etc)

But what´s most important is creative passion. The tools for conversations/stories, activation, is social media and advertising formats. But the criteria for success is what´s being made. It needs to be meaningful enough to become a social currency. So it needs to be based on what people are driven by.

Find a meaningful purpose. An ideal. Act on it internally. Start empower people by activating - and growth will follow.

Tags: , , , ,

16 Responses to “I want more. Do you?”

  1. tutu dresses sagt:

    Throughout this great pattern of things you actually receive an A just for hard work. For the moment I shall subscribe to your issue.

  2. I visit day-to-day some blogs and sites to read content, but this weblog offers quality based posts.

    Look at my web-site Muscle Xlerator bennefits

  3. Hi there I am so grateful I found your web site, I really found
    you by accident, while I was researching on Google for something else,
    Nonetheless I am here now and would just like to say thanks for a incredible post and
    a all round thrilling blog (I also love the theme/design),
    I don’t have time to read it all at the moment but I have saved
    it and also added your RSS feeds, so when I have time I will be back to read much more,
    Please do keep up the awesome job.

  4. Amazing! This blog looks just like my old one! It’s on a entirely different topic
    but it has pretty much the same layout and design.
    Great choice of colors!

    Check out my site; Buy Elite Test

  5. This is my first time go to see at here and i am actually
    pleassant to read everthing at alone place.

    Stop by my blog; garcinia cambogia Max reviews

  6. There is certainly a great deal to learn about this subject.

    I like all the points you made.

    Feel free to visit my blog post: Ketone Advanced

  7. I absolutely love your blog and find many of
    your post’s to be just what I’m looking for.
    Do you offer guest writers to write content in your case?
    I wouldn’t mind producing a post or elaborating on a lot of the
    subjects you write related to here. Again, awesome weblog!

    Take a look at my page … Natural garcinia cambogia side Effects

  8. Hi! I know this is kinda off topic nevertheless I’d figured I’d ask.
    Would you be interested in trading links
    or maybe guest writing a blog post or vice-versa? My blog addresses a
    lot of the same topics as yours and I think we could greatly
    benefit from each other. If you are interested
    feel free to shoot me an email. I look forward to hearing from you!
    Great blog by the way!

    Look into my web-site: pre workout supplements

  9. Hi! I understand this is somewhat off-topic however I had
    to ask. Does building a well-established blog like yours take a large amount of work?
    I’m completely new to writing a blog but I do write in my journal everyday.
    I’d like to start a blog so I can share my experience and thoughts online.
    Please let me know if you have any kind of suggestions or tips for new aspiring blog
    owners. Thankyou!

    Feel free to surf to my web site; Ocean Bounty improves body function, http://toptrendmall.com,

  10. Your style is very unique compared to other people I have read stuff from.

    Thank you for posting when you’ve got the opportunity, Guess I’ll just bookmark this page.

    Review my web page making money at home for free

  11. Fastidious answers in return of this issue with solid arguments
    and telling all on the topic of that.

    Stop by my web page: zen cleanse free trial

  12. muscle pills sagt:

    I have learn several good stuff here. Certainly price bookmarking for revisiting.
    I surprise how a lot attempt you set to create one of these excellent informative website.

    Feel free to visit my page – muscle pills

  13. Hey! I could have sworn I’ve been to this site before but after checking through some of the post I realized
    it’s new to me. Anyhow, I’m definitely happy I found it and I’ll be bookmarking
    and checking back often!

    Feel free to surf to my blog post … Wrinkle cream

  14. Www.T6t.info sagt:

    This paragraph presents clear idea for the new
    users of blogging, that actually how to do running a blog.

    Feel free to visit my web site … sana hemp juice reviews, http://Www.T6t.info,

  15. Hello would you mind stating which blog platform you’re using?
    I’m planning to start my own blog in the near future but I’m having a hard time choosing
    between BlogEngine/Wordpress/B2evolution and Drupal.
    The reason I ask is because your layout seems different then mst blogs
    and I’m looking for something completely unique.
    P.S Apologies for getting off-topic butt I had to ask!

    my weblog … perfect skin and black diamond skin serum

  16. An impressive share! I’ve just forwarded this onto a co-worker who had been doing a little research on this.

    And he actually ordered me lunch because I discovered it for him…

    lol. So allow me to reword this…. Thank YOU
    for the meal!! But yeah, thanks for spending time to talk about this
    issue here on your website.

    Here is my webpage care sensitive skin

Leave a Reply