Published on February 5, 2014
Everywherebrand A top level approach to brand engagement Everywherebrand 2014
Why engagement? The focus has changed from exposure to engagement. Creating real relationships with people who care. The challenge is getting a message that is true to your brand that also resonates with your customers & prospects. The following framework is a top level guide to defining a message and activity. 52% Everywherebrand 2014 of CMOs have restless nights thinking about effective customer engagement
INSIGHTS RIGHT TO WIN Find insights for all of these and create your engagement story based on them. SOCIETY Everywherebrand 2014 CATEGORY
INSIGHTS RIGHT TO WIN Research what customer insights do you have in relation to your product/service? How they use it, what it does for them both emotionally and rationally. SOCIETY Everywherebrand 2014 CATEGORY
INSIGHTS RIGHT TO WIN Dig deep to discover what is society feeling and thinking. Are there thinking trends and ways we can resonate or ways we can stand out & lead thinking? SOCIETY Everywherebrand 2014 CATEGORY
INSIGHTS RIGHT TO WIN Find core truths about you and why it should be your right to win the fight. Be true to your brand. SOCIETY Everywherebrand 2014 CATEGORY
INSIGHTS RIGHT TO WIN Ask what’s the competition doing? Is there any way we can disrupt the category? SOCIETY Everywherebrand 2014 CATEGORY
INSIGHTS RIGHT TO WIN Base your engagement theme on the insights you’ve collected. Be original. Use your emotional intelligence. SOCIETY Everywherebrand 2014 CATEGORY
INSIGHTS RIGHT TO WIN Then think about the best ways to engage. And plan: SOCIETY Everywherebrand 2014 CATEGORY
INSIGHTS Who do you need to share it with and when? SOCIETY Everywherebrand 2014 Where are we interacting and how? RIGHT TO WIN Who’s creating what (and for who?) Who’s CATEGORY commenting and how are we responding?
Simple? For help/advice/a nice chat get in contact with david@everywherebrand Everywherebrand 2014
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