Here in Austin we have some pretty cool tech neighbors. One of them is Bazaarvoice, a rating and reviews software (among many other things) that helps brands drive sales by amplifying consumer voices.
After attending their 3-day conference, the Bazaarvoice Summit, I have 5 key marketing takeaways:
1. A “share” is more valuable than a “like”.
David Shing, AOL’s “Digital Prophet”, provided a stunning statistic that on average each person will only talk about 5-9 brands per year. When evaluating how consumers are connecting with your brand, Shing notes that you should count your shares more than your likes. A share starts conversations, expands your audience, and reinforces your brand, while a like is passive.
2. Marketing is story-telling.
Across the board, the speakers insisted that marketers must be adept story-tellers in order to be remembered. Rishad Tobaccowala, Chairman of DigitasLBi and Razorfish, states that “the heart of all marketing is story-telling.” Gene Austin, CEO of Bazaarvoice, says it another way: “the brand with the best story wins.”
3. Consumers determine who your brand is.
A brand is what your customers and the general public say about it. Because of this, it’s important to listen to your customers in order to assess your brand’s success and health.
4. Define your personal brand.
Tobaccowala states it’s of foremost importance to define your own personal brand. He suggests doing so by choosing 3 words to describe each of the following: your niche, voice, and story. Your niche is your expertise. Your voice is who you are. And your story is what you believe. Tobaccowala suggests that if you cannot do this for yourself, how can anyone trust you to do this for their brand?
5. Learn something every day.
Rishad Tobaccowala (can you tell I liked this guy?) ended the session with one final thought: in order for marketers to stay innovative in our changing world, they must take time each day (at the very least, each week) to learn. Half the time should be spent focusing on business, but it should be balanced with other subjects. Learn to hand-craft coffee or beer, visit a museum, study up on physics. If you want to reach the hearts of people, you must learn broadly.
Now that I’m back in the office with fresh perspective, I’m eager to prioritize learning, craft memorable stories, and brainstorm new ways to stay connected to you, our customers. I’m always very inspired by the ways you are innovating and sharing your story. On that note, how have you found success in marketing your brand? Let us know in the comments!