Finding Consumer Groups That Mobilise Your Brand
We have all been hearing recently about “the big society”. But I was thinking that haven’t we always had a kind of big society, that is pockets and groups of people who are happy to get together to help make something happen or support a particular cause?
Over the last thirty years we have seen brand after brand align itself behind a particular cause or charity and then build a customer following of people who also share in that cause, charity or belief. With the emergence of social media tools and an explosion of information from both the internet and digital TV it has become easier to communicate with likeminded people, build a pool of people, and build a plan to make something happen.
I think that businesses with strong brands have a real opportunity here to get involved in “the big society” because of this. If a business / brand can find a problem that they can help to solve and then engage with a group of like minded individuals who are willing to also help, is there not an opportunity to marry up the resources of business with the resources of people and make something happen? I think the trick is to identify the audience that can mobilise each other into action and identify the problem and solution that motivates them and make sure all of this fits with the brand.
For example, many premium food brands tend to target “foodies”. There is a growing concern that young people in the UK do not know where food comes from. Does this not offer premium food brands an opportunity to engage with farmers, gardeners, allotment owners, and somehow build an education platform for schools to tap into? Would a food brand that developed such an educational programme involving food growers a) educate young people b) build stronger relationships with key suppliers c) build a new following of consumers from a non foodie community such as gardeners?
Consumers of products are buying into more and more causes that are interesting, compelling and relevant to them – because the internet enables them to. Marketers have an opportunity to respond to this and consider multiple segments to target for mobile, active and engaged consumers.
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