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Hi. My name is Ann. I am a Social Media Lurker…

However, I feel no need to follow some 12-step process to redeem my social media branding. Been there done that. I use social media to keep on top of my professional game and to advise my clients. I see no need to brand myself in social media. However….the proof is in the number of followers it seems. So I now play the game. I’ll comment, repost/retweet and share when I haven’t before. I’ll like/favorite/and brag about like-minded posts. I’ll even flirt.

Not convinced? Those of us who have been “socially” active since the Dark Ages (1995-2001) comprehend how this works. However, as Mr. Ted Rubin recently pointed out on his blog: http://tedrubin.com/most-people-are-lurkers-in-social-media/, digital marketers are finally (FINALLY) comprehending that most of us don’t actively participate.

No. We don’t. We glean what you gifted writers/content wranglers (Hi, Scotty Abel) have deemed shareable with us. And, quote it, benchmark it, and otherwise leverage it for our own use. It’s called the internet….a free sharing of information. 😉

And, while I am an Old Fart (A tweener to your marketing researchers/insighters), my theory is being proven out by the Millennials. That group, while Snap Chatting like crazy, no longer posts every bit of minutia on Facebook, Instagram, Tumblr, Twitter, Pinterest, or any other portal designed to indulge our narcissm. Nope. Just like their pocketbooks (congrats, Millienials…finally, someone is starting to kick some ass on fiscal responsibility!!…but I digress), Milleninals have and are continuing to reign in their need to spew online.

So…do we the lurkers of social media spell the imminent doom of the likes of Twitter and Facebook? No. It means, that digital marketers and content creators will go through the pains of marketing evolution…you will either be proven relevant or not. Andy Warhol was right…everyone is entitled to their 15 minutes of fame. Untested, unreliable and bogus internet sensations with multitudes of followers quoting Einstein…your 15 minutes are just about up. How will you use them?

Badger Meter | Gas Utility Sales Support Suite

GasUtilityBrochure-MediumInformation is Power.

The Badger Meter Utility sales force needed materials to adequately sell meter reading equipment and software to North American natural gas utilities. Utilizing a simple headline to convey the Badger Meter key selling benefit – easy collection and use of meter data – an entire suite of sales tools were developed.

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Brochure

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Website

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Print Ad

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Multi-Media Presentation

Watch here:

http://www.youtube.com/watch?v=69F-oPspKg4

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PowerPoint Presentation

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Trade Show

An Answering “Lead” Shot…

Lead-free-Ad-8-11-mediumAll is fair in love and war.

Lead in drinking water. It’s a big deal; rather reducing and eliminating lead content in potable (drinking) water plumbing products is now a federally mandated big deal here in the United States.

A Badger Meter competitor had launched a full-out media campaign proclaiming that said competitor had the only lead-free water meter on the market. This is simply NOT true. Badger Meter has, in fact, several low-lead and lead-free products on the market.

The Answering Volley

Position Badger Meter as THE thought leader in lead-free initiatives.

The Campaign

Lead-Free White paper – Outlines current and pending lead-free legislation

Engineered Polymer Meter White paper – Examines superior design and durability aspects of the Badger Meter engineered polymer (plastic) meter

Utility quick reference guide – Highlights legislation, effective dates, and states effected

Press release – Announcing availability of white paper, quick reference guide and website

Trade advertising – Full page print ads and online display ads

Website section

Major industry conference technical session presentation – Conducted by the marketing manager/subject matter expert. Content was manufacturer agnostic. All session feedback praised the marketing manager for her objectivity and factual presentation.

Trade show branding – Major translights carried the campaign graphic/branding

Sales channel education and sales tools – Included white papers, quick reference guide, FAQ and a modified copy of the technical session PowerPoint

The Result

Except for a section on the competitor’s website, their guns went silent within three months of launching the Badger Meter campaign.

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