How are you bringing B2C approaches to your B2B marketing?
Are you doing it at all?
For far too many B2B marketers, there's a view that never the two should meet. But as I write in my book THE ON-DEMAND BRAND, it's critical that B2B marketers realize business people are just that - people. And their exposure to B2C marketing approaches in their personal lives sets expectations for B2B marketing, whether B2B marketers like it or not.
But some savvy B2B marketers have caught on - big time.
Case in point: Our client LoopNet, the #1 online marketplace for commercial real estate.
Over the last few months, LoopNet has launched an integrated campaign that's predicated on a simple, yet powerful message: If your commercial listings aren't advertised on LoopNet, they may as well be invisible. That's because only LoopNet drives traffic to commercial real estate listings like literally no other option can.
Print, direct mail and online advertising developed by has articulated this theme in compelling, brand consistent fashion.
So when LoopNet decided to fete the luminaries of Los Angeles commercial real estate, we got to thinking: What if we took our message and super-sized it? What if we used a full-motion, building-size canvass to drive home... Read more
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Tagged 'viral' 
LoopNet 3D Projection Magic (Video)
Tags: #looptrafficjam, 3d, advertising, band, branded, branding, commercial, concert, cre, dooh, entertainment, estate, experience, fender, gamification, go2, guitar, jam, la, loopnet, mapping, marketing, media, music, ooh, outdoor, pearl, productions, projection, real, social, traffic, Train, Video, viral
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Opinions, Social Media, Websites, Wireless, Word of Mouth | No Comments »
Top 10 Brand Viral Videos 2012 (Video)
Which brands scored big in branded viral videos this year?
On the heels of our Top 10s in Augmented Reality, 3D Projection, Mobile Marketing, Digital Outdoor and Social Media, we've put together our list for this catagory - and once again flirt with controversy for leaving out a certain elephant in the room.
That elephant: Kony 2012. With 96.4 million views, it is by far the most viral video of the year, if not ever. But we aren't covering cause related virals here. This list is strictly brand territory. And on that front, while many of our picks were indeed viral sensations, we're not choosing them based on views. Rather, it's a list of our favorites here at GEN WOW.
Hey, it's a personal thing. Let us know if you agree, or if not, what virals would make your list.
10. Procter & Gamble: Thank You Momma - The Best Job in the World
Being a mom is an Olympian task, after all. Gets you right there.
9. Red Bull: Fearless Felix Baumgartner - 'Stratos'
The pre-roll to the stunt of the year - and the second only to Kony for fastest video to reach 50 million views.
8. DC Shoes: Gymkhana - San Francisco
Anyone who's ever driven... Read more
Tags: advertising, branding, chevrolet, club, dc, dollar, dollarshaveclub, ford, gamble, lg, marketing, p&g, procter, prometheus, red bull, shave, shoes, tic-tac, tnt, Video, viral, volkswagen, vw
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Word of Mouth | No Comments »
Viral Video Case Study of Dollar Shave Club : What We Can Learn
If you have a great product or service how do people find out about it? How do you present your idea/product/service/company to potential buyers and decision makers? Let’s take a lesson from DollarShaveClub.com and their video that blew up the internets and launched their idea into a successful business.
Tags: case study, dollar shave club, jake larsen, Video, viral
Posted in Creative Best Practices, Social Media, Video | 3 Comments »
Wielding Influence: 5 Problems and 6 Solutions
Like “engagement,” the word “influence” in marketing means so many things that it’s at risk of meaning nothing. It can be about endorsement, or content sharing, it can be interchangeable with “viral strategy,” it can mean growing a fan base as part of a CRM strategy… and it is almost always challenging to scale. We have to get past the jargon and develop a realistic understanding of the social mechanisms marketers can legitimately use and expect to show results.
Endorsement has been with us for many years. We wanted to be cool like Humphrey Bogart, so Resistol paid him to appear in their ad for his signature fedora. Britney Spears dancing about soda, Jennifer Lopez implausibly driving a Fiat, and so many more. Celebrities are totems that represent some specific qualities that people may aspire to. They are also expensive. So when the mechanisms developed to connect measurably with our peers, advertisers lifted the endorsement model and got busy looking for the opinion-shapers among us.
But there are a number of problems with the way “influence” has been leveraged for marketing. A key driver of this type of program is cost: it’s cheap. But anything cheap means that you pay the price elsewhere. To wit:
Authentic... Read more
Tags: content, content marketing, content strategy, influence, influence marketing, sharing, social, Social Media, social media marketing, social media strategy, socialmedia, twitter, viral
Posted in Opinions, Social Media, Word of Mouth | 1 Comment »
Pinterest Is Not For Friends (Updated)
Social discovery is not about your friends, it is about your interests.
Tags: content marketing, pinterest, Social Media, viral
Posted in Opinions, Social Media | 7 Comments »
