Did a Site-Wide Megafooter Increase Sales Conversions for This Luxury Bag Ecommerce Store?
[This is a fun test for marketing and social marketing people ~ Jeff]
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Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by
Jeff Domansky
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Scoop.it!
Brands that succeed draw the consumer with a compelling narrative: Gatorade's replay series was a first-class example...
The winning formula for consumer engagement is storytelling. It sounds simple, but we only need to look back through history to see the impact that stories have had on shaping our lives: how we live them, why we live them and what it means to be human.
Narratives as powerful as the Bible, to ancient myths and Shakespeare's prose, speak to the heart, teaching us how to relate to one another and guiding us into action. Let's not forget that stories are easier on the ear than detached advertising taglines. Studies of human psychology have found that if we are told something through narrative, we are more likely to relate to the message, absorbing it further and remaining engaged from start to finish.
For a brand to appeal to consumers and replicate this empowering engagement, its content must tell a story, one that draws us in, broadens our horizons and delivers added value to our lives....
[Nice ROI on content marketing ~ Jeff] 
Kristy Leong's comment,
August 21, 2013 5:08 AM
@Janessa Bartsch, I totally agree with what you have said about this article. Engaging their consumers throughout the process I believe is a great idea to help promote their brand. Being able to create a story alongside with the brand and the consumer can be a powerful thing and bring in loyal customers. I think that a key point is the story behind they products and its brands. Social media is a great way for people to express how they feel about particular products. I think that the Gatorade reply campaign was a great way to see how men were able to enjoy physical exercise again.
Joly Yuan's comment,
August 21, 2013 10:44 PM
Hi jiale I’m very agree with what you have said about this article. Social media is a great way for people to express how they feel about particular products. Most of brand they have an unforgettable brand background of company. Marketers always use those background makes a storytelling to attract customer attentions product. Therefore this is a good way to advertising product. For example Prada which is a very famous internationally brand. When the company want to promote new product then they will come with a truly storytelling. Once customers agree with their concept it means they are successful attract customer heart.
Jayden Cody Lamb's comment,
August 22, 2013 1:46 AM
Referring to "Communicating with Consumers - Emotional Responses" and Janessa's insight, the article points out important parts in IMC which all relate to the consumer audience therefore with it being customer driven it is important for the success of the Brand. I agree with Janessa's points and opinion on the matter as the article establishes how well Gatorade developed their consumer appetite and brand awareness with a successful campaign driven towards football fans and this sports drink.
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