Consumer Generated Advertising
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Consumer-Generated Advertising Paul Gillin Paul Gillin Communications
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17-Oct-2014 -
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"Crowdsourcing" is an appealing new option for marketers who want to spread their advertising messages through low-cost peer-to-peer channels. Enthusiasts can be recruited to become brand advocates for products that they love, spreading the word through their social networks, Facebook friendships and Twitter streams. Contests are an increasingly popular means of leveraging customer creativity to build grassroots campaigns. This presentation from a PRSA webinar features examples of successful customer-generated advertising promotions in both business-to-consumer and business-to-business contexts. Attendees learned: Appropriate scenarios for applying crowdsourced promotion How to generate ideas that spur customer creativity Low-cost incentives to build participation Basics of measuring results
Transcript of Consumer Generated Advertising
Consumer-GeneratedAdvertising
Paul Gillin
Paul Gillin Communications
What’s the Magic?
What’s So Special?
What’s the Secret?
These Videos Are…
MemorableRemarkableAdaptableOffbeatFunGenuine
“In most instances, if someone’s willing to buy your product, then they’re willing to engage with it.”
Darren Paul, NightAgency
The Way We Were
•Message
•Impressions
•Reach & Frequency
•Retention
•CPM
•Recall
•Share of Voice
•Coverage
•Rate Base
The Way We’re Going
Old Media Facts
Magazine newsstand sales fell 12% in 2008 and have dropped another 22% this year.
TV Guide was sold in October for $1, or $2 less than a single copy.
2009 TV station ad revenue to drop 20 - 30% (Bernstein Research)
NBC prime time audience down 14.3% in the past year.
Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 In 2008: $22.65 (Media Dynamics)NBC and CBS execs have publicly entertained the possibility of becoming cable channels.Age of average network evening news viewer: 63
New Truths
“Brand loyalty will be earned over time through consistent positive experiences and engagements with a product, service or company.”
Paul Isakson, Space150
“We don’t ask consumers what they want. They don’t know. Instead we apply our brain power to what they need, and will want, then make sure we’re there, ready.”
Akio Morita, Co-Founder, Sony
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Celebrity recommendation Emails from companies
Events sponsorships
Radio ads
Sponsored search
Print ads
Television ads
Chat/message boards
Outdoor ads
Personal blogs
Comments on social networks
Professional blogs
In-store displays Company/brand websites Search engine results
Reviews in publications
Print articles
Blogs by people I know
Price comparison sites
Consumer reviews on retail sites
IMs with friends
Emails from friends
Recommendations from professionals
Recommendations from friends
Consumer trust level by source
We Trust Strangers
“Never underestimate the extent to which people want to be involved in
advertising.”
Dave Balter, Founder/CEO, BzzAgent
More than 9,500 BzzScapes created since May
Mainly Good Things
People are six times more likely to post positive comments about brands as negatives ones
Many Watch, Few ContributeBenchmark average
SpectatorsOnly read, never post.
Joiners/Collectors10 or less posts/month.
Creators/Critics10 to 100 posts/month.
SuperusersMore than 100 posts/month.
Types of CGA
Spontaneous
Embrace or Ignore?
Scary Mary
McNuggets Rap
Types of CGA
Competition
High Upside
High RiskTopCoder Programming
Contest
P&G Talking Stain
Types of CGA
Co-Creation
Tap Enthusiasts’ Creativity
Champion Hoodie Remix
Flixter Movie Quiz
Deputized Designers
Types of CGA
Community
P&G’s BeingGirl
Spiceworks
Share ideas or problems
Types of CGA
Entertainment
Subdued Branding
WinWithDell.com
ThomasNet Gears of Doom
Pros & Cons of CGA
Very low costRapid proliferationInnovative ideasHigh level of
engagementLong lifespanMedia awareness
Lack of controlNegativityPoor qualityPoor responseOverwhelming
responseMessage dilutionImprecise metrics
On the one hand… But then again…
Success Secrets
“What’s great about consumer-generated advertising is that it’s
about us. It’s about our own stories. Often you have to disconnect from
the brand to make the story memorable and repeatable.”
Dave Balter, Founder/CEO, BzzAgent
Choose Appropriate Outlets
Source: Elliance, Inc.
Be Remarkable
Be Genuine
“We want to make production values as high as they need to be to tell the story, but not so high that they get in the way
of the story. If we started using typical TV commercial product
shots, our audience would tune out.”
Stephen Voltz, Eepybird.com
Personalize
Cherry Coke Visualizer
Jones custom soda labels
Gatorade arcade
Dove Reality Diaries
Nike Custom Shoe Studio
Publish Everywhere
Tell People About It
And yes, e-mail too!
Make It Shareable
Encourage People Streams
Source: Elliance, Inc.
Engage Popular People
Thank you!
Paul Gillin
508-202-9807
www.gillin.com
Twitter: @pgillin
Available on Amazon or from www.NewInfluencers.com
Available on Amazon or fromwww.SSMMBook.com
