Promotion

"Despite their rapid growth in recent years, most marketers are still learning how to use the social media effectively. The problem is to find unobtrusive ways to enter consumers’ social conversations with engaging and relevant brand messages. Marketing has “historically been an exposure and intrusion practice—get in someone’s face and talk about the attributes of the brand,” says a social media analyst. “That approach works less and less effectively all the time, and it is absolutely fatal in the social arena.” Moreover, simply posting a humorous video, creating a social network page, or hosting a blog isn’t enough. Successful social network marketing means making relevant and genuine contributions to consumer conversations. “Nobody wants to be friends with a brand,” says one online marketing executive. “Your job [as a brand] is to be part of other friends’ conversations.” (Kohler/Armstrong, Marketing: An Introduction, pg 19).

Our organization created and posted a series of cocktail how-to videos, distributed through social media networks like Facebook, YouTube and Pinterest. Just recently, our marketing department launched the “Northern Lights Cocktails” mobile application to promote the idea of creating high end cocktails.

"Other marketers think that companies should position themselves on more than one differentiator. This may be necessary if two or more firms are claiming to be best on the same attribute. Today, in a time when the mass market is fragmenting into many small segments, companies are trying to broaden their positioning strategies to appeal to more segments."  (Kohler, Armstrong, Marketing:  An Introduction, Pg 197).