When it comes to social media, companies often take a spontaneous approach: they have a product or service and post things that are relevant to said product or service. Now, it could be worse, i.e not being present on social media at all, but it could most definitely be better. Social media is a powerful tool which, when harnessed properly, can be used to drive more potential clients to your brand. And more clients = more potential sales or a larger network.
When we assist new entrepreneurs working on their first businesses, we get copious amounts of questions about marketing and branding. One I want to zero in on is, “What is the connection between marketing and branding?”
According to the Chartered Institute of Marketing, “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements at a profit.”
Marketing can be broken down into three steps:
Segmentation – identifying groups of people with similar needs
Targeting – choosing which groups to focus your business efforts on
Positioning – aligning your business to meet the needs of the groups you have chosen.
Malcolm Gladwell, author of Blink and the Tipping Point, among other great books, shares a wonderful story about how a psychophysicist by the name of Howard Moskowitz changed marketing forever in the US food industry.
Before Howard, there was the perception that there was a “best” version of every food; a best slice of pizza, a best chocolate ice cream. However, through his work with Pepsi and Campbell’s Soup, Howard discovered that there is no “best.” Instead, there are different “bests” to different people.
From this we get clustering – where we create groups based on similar likes and needs. This allowed for what everyone in marketing takes for granted today: segmentation. Without segmentation, effective targeting and positioning would be like trying to navigate a 1600’s era ship without a compass on a foggy day – you simply don’t know what you are aiming for.
Thanks to Howard, we know who to look for, but what about branding…
There is a common saying that your brand is the personality of your business. Stephanie Burns, CEO of Chic CEO, takes this a step further, saying, “I look at it as a marriage between a personality (the initial attraction) and creating a relationship (what keeps us in love).”
This makes sense. People are naturally drawn to personalities they like, be it a person or a company, but what makes it last is the quality of the relationship. Stephanie points out that showing your imperfections and creating traditions are wonderful ways to create lasting relationships. This is because they add dynamism to what is too often a flat interaction, or no interaction at all. Furthermore, this builds trust. A good brand will be recognised for certain qualities that customers can count on finding in all offerings. This creates a positive feeling of familiarity, which in turn cultivates trust.
So what is the connection between marketing and branding? In a nutshell, branding is the part of marketing that is focused on making your business appealing to your target segment through showing your personality, creating great relationships, and building trust with them.
Each summer, Britain gears up for the biggest tournament in tennis. From tennis enthusiasts to the “the only sporting event I watch is Wimbledon”-ers, everyone tunes in to see the athletes show down on Centre Court. Brands tune in too, and the sponsors this year are serving up new creative ways to get their audience’s attention.
Using content, emotions, product placement and celebrities, Jaguar, Evian and Lavazza make the top of the list of this year’s Wimbledon sponsors. And each brand has a special hashtag, of course.
Jaguar is providing 170 luxurious vehicles to shuttle around important Wimbledon-ers. Keep your eye out for those sleek cars, but also pop over to the brand’s microsite, feelwimbledon.co.uk. Using cutting-edge technology, Jaguar is measuring crowd energy and reactions through atmospheric sensors and wearables. All of the data gathered—from a single heart racing to an entire group chanting—can be found on the microsite in the form of infographics and videos. The brand isn’t forgetting social media though. It will be tracking fan reactions on Facebook, Twitter and Instagram, all to be posted on the microsite. Or just follow #FeelWimbeldon for the latest emotional updates. Jaguar really plans to show how Wimbledon is truly all about “the art of performance.”
This year, Evian, the tournament’s official water, has plunged into content creation to prove its relevance throughout the championship. Keep up with #wimblewatch, Evian’s daily video series hosted by celebs, bloggers and fans showing their reactions to the games. Micro-episodes will be released each morning on wimbledon.com. Also encouraging fan social media use, Evian is asking fans to share their reactions on Twitter or Instagram tagged with #wimblewatch, promising that top posts to be made into a video leading up to the finals.
On July 1, spectators will have the chance to queue up for a “Lavazza coffee break” with international tennis celebs Caroline Wozniacki, Judy Murray and Toni Nadal. These stars will serve espressos, cappuccinos and cold brew to tennis fanatics. Not forgetting social media, fans can also enter a contest to win a coffee break with Wozniacki at the US Open by tweeting #moretotaste.
Each of these brands wants to gain a strong awareness among the fans and capture the uniquely British athletic and summery spirit that makes Wimbledon, Wimbledon.