Heineken & Urban Consumers
This is a fascinating account of work done for Heineken
Ireland by planning agency MCCP. Writing
about a presentation at the recent Esomar conference in Dublin, Michael Cullen
explains that the Heineken work covered a 5 Stage Programme to discover what
motivates urban consumers. This included
checking out all cultural happenings and trends in Dublin, Cork, Galway and
Belfast and getting urbanites to post experiences in real time to show how they
related to their city. The findings
delivered insights into the personality, truths and tensions in each city.
http://www.independent.ie/business/media/marketers-on-prowl-in-the-urban-jungles-34170873.html (Image
from Rothco)
Use CHAOS for your content strategy
How to use CHAOS to improve your content marketing – or indeed
to handle any business problem, according to this article from PR Daily. C =
Communicate, H = Help, A = Attract, O = Observer/Outfox while S = Share! Once you’ve applied all these, they advised
that the next steps are to
monitor your Web traffic and conversions, and make necessary adjustments and
improvements.
How to use Influencers
This is a very comprehensive article from Cision on how to
use influencers to expand reach and impact.
When looking for influencer - think Relevance, Reach and Resonance. It also gives 8 tips to help you reach out to
influencers in the right way and 8 tips for relationship management. This White Paper can be downloaded here: http://bit.ly/1KUfF7M
No comments:
Post a Comment