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Consumer marketing in the TiVo age
Today's consumers have significant control over the information they receive—and how and when they receive it. To be effective, we must smartly infiltrate our consumers' personal circles of influence—creating experiences that enable them to engage with our brand in ways that will really make a difference in what they think and how they act and most importantly what they say to others about us.
But what does it take to really strike a chord with consumers—to cut through the 5,000-plus messages that barrage them each day?
At Ogilvy PR, effective consumer marketing means surrounding the consumer in ways that will influence their decisions and bond them to our clients' brands. It means understanding how they live their lives and where the receptive touchpoints are for our messages. It means becoming a welcome part of consumers' lives. Not an intrusion.
We know, of course, that consumers take their cues from what others say about a brand. When making decisions about products—whether it's cereal or cell phones—consumers consult their favorite magazines, websites and TV shows—we need to expand our circle of brand advocates to include, friends and family, community leaders, personal trainers, chefs...and even the hairdresser and manicurist!
PR builds and protects brands. The most successful brands embrace PR's full potential to influence consumers, create trust and nurture enduring relationships.
Creating "a-ha" moments
You can't just know the current trends. You have to see what's coming around the corner. You can't just generate clips. You need the right messengers to trigger influence from every angle. And you can't just speak to one audience. You must reach the much talked about teen population and the growing minority communities that have more purchasing power than ever before.
Ogilvy PR excels in all of these areas. Our consumer marketing expertise covers the full gamut of consumer preferences, from food to clothing, shopping to travel, appliances to health care—even romance.
Whether navigating the ever-challenging food and nutrition landscape, promoting the hottest tech toys or forging true love connections for America's singles, we believe in first finding the 'big, ownable idea'—the anchor for our brand PR—then using it to strategically surround consumers with:
| • | Repeated editorial coverage |
| • | Engaging and unexpected experiences within their daily lives |
| • | 'Endorsements' from trusted messengers |
| • | 'Reasons to believe' that will turn them into ambassadors for our clients' brands |
The Ogilvy PR consumer marketing team accomplishes these goals through a methodology we call 360-Degree Brand Stewardship®. Working as part of a client's overall marketing team, we ensure that PR is fully integrated and synchronized with other marketing activities. We help clients understand where and when PR can be most effectively deployed in a brand's lifecycle to achieve business results.
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Consumer Marketing Case Study: LG Electronics LG Electronics sets it sights on becoming one of the world's top three consumer companies. We're building awareness of LG's state-of-the-art high-end consumer electronics products. View > |
