Are We Preaching to the Choir?

In the past week or so, I have come across two blog posts highlighting successful executions of social media campaigns. The first (Emerging Media in our Lives) puts the spotlight on Starbuck’s  and their ongoing efforts to build community and retain the “neighborhood hangout joint” feel even as they grow into a geographically pervasive brand. The second (Merritt 111’s Blog) outlines the efforts of Proctor and Gamble to reposition and strengthen a household brand: Old Spice.

Both of these posts are insightful and written extremely well, and I strongly suggest that those of you interested in the new marketing click on the links and read through these articles.  I also feel that both of these campaigns, on the face of it, have been extremely well executed, even though I have no real affinity for either brand.

That said, I also feel that both campaigns potentially face limitations.

Starbucks

I would think from Starbuck’s perspective, the biggest danger would be in becoming myopic.  The information collected in this effort will only be from people who are comfortable with mobile and have a least a semi warm spot for Starbucks. This is not all a bad thing, but in looking at Starbuck’s Facebook page (and Twitter postings), most of the feedback they are getting is rather sanitized. Where will the new advances come from, and where do they gather in the negative feedback?

 

Old Spice

The pervasiveness of this campaign is amazing, and could only be carried out by a heavyweight such as P&G. In addition to the internet presence, this campaign seems to be everywhere: TV, radio, print. Today’s paper had coupons available for this product line. So A+ goes to the company for covering all of the bases. The campaign is obviously popular on Facebook.

However, I do have questions:

  • Have they changed attitude toward this brand
  • Have they gain additional adherents
  • Are they driving more sales

I certainly recognize that one of the major goals of an integrated marketing campaign is customer retention. This is highly desirable and ultimately less expensive that attracting new acolytes to the fold. But a mass market company ultimately cannot survive just preaching to the choir.

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3 Responses to “Are We Preaching to the Choir?”

  1. angelawvu Says:

    Thanks for the shout out Mark. I agree that Starbucks for all its branding glory does tend to put a somewhat sanitized message out on FB. Seems like they could take more advantage of their uniqueness and just go for it every now and then. A few notes from the OS campaign might do the trick!

  2. jacobashby Says:

    Hello,

    I think the Old Spice campaign you mentioned is very creative and it has been mentioned on shows like Sports Nation on ESPN. I also know that the other day when I went to the grocery store for body wash I brought home Old Spice. I don’t know why. I usually grab AXE. Must of been my subconcious and the humor of the commercial that bought Old Spice. So I would say yes.

    Jacob

  3. mtietbohl Says:

    Good to know Jacob. Hopefully P&G picked up several converts. The campaign was/is certainly pervasive enough. Thanks for your comment.

    Regards, Mark

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