Post by account_disabled on Feb 28, 2024 4:13:46 GMT
Among the many acts of solidarity and closeness that have been seen on the web, one particularly stood out and was that of Kartell , the well-known Italian furniture and furnishing accessories company. The company shared a less than successful post: real-time-marketing-paris4 the post that caused scandal and criticism and which was shortly removed and replaced by an apology post. real-time-marketing-paris5 Why was Kartell criticized? Because he evidently confused Real Time Marketing with an act of closeness. When we find ourselves faced with such huge tragedies, as we have said, many people want to express solidarity, this is a good thing but we need to be aware of understanding some things so as not to risk ending up like Kartell. No type of Real Time Marketing in Paris is admissible Kartell's biggest mistake was to include its flagship product in an act of proximity to the events in Paris.
This is wrong for two reasons: If you show your product in a message Paraguay Phone Number referring to global events it means that "you want to be seen" , "you want to show what you sell" at any cost, while instead it is a good rule for a company to know when it must step aside. You are comparing your product to a tragedy ! This action doesn't even need an explanation and if it does you probably need to change jobs. Expressing sympathy for certain news events is not the same as doing Real Time Marketing! First of all, because it is not a promotion of oneself or one's product, it does not aim at profit, sales or being seen: it is the expression of a feeling, it is a moment in which the company brings out its profound and simple human side in its purest essence. And simplicity and humanity are precisely the two things that need to emerge if you truly want to express closeness rather than passing through companies that would exploit any hashtag to advertise themselves.
How do you avoid falling into these traps? Consistency When tragedies like those in Paris happen, the first thing a brand must ask itself is: how necessary and coherent is it to express closeness? But above all, what value can I give to the context, to my fans and to the community? These are the real questions that a brand needs to ask itself before thinking about something. Let's take Spotify for example: he used music to convey a message of Peace, because music is a powerful anti-war symbol, his goal was to ease the moments of his fans' lives through anti-war words and melodies. A genuine and spontaneous action. Sobriety real-time-marketing-paris6 The Amazon homepage, in memory of the victims of Paris All it takes is a flag, a word, a concept but conveyed well and you can reach many people. Better to avoid long reasoning, contents that need explanations. One thing is enough, but it must be expressed in a way that makes one's "state of mind" truly understood (yes, even companies can have one). In these cases you shouldn't aim for shares, that's not the aim.
This is wrong for two reasons: If you show your product in a message Paraguay Phone Number referring to global events it means that "you want to be seen" , "you want to show what you sell" at any cost, while instead it is a good rule for a company to know when it must step aside. You are comparing your product to a tragedy ! This action doesn't even need an explanation and if it does you probably need to change jobs. Expressing sympathy for certain news events is not the same as doing Real Time Marketing! First of all, because it is not a promotion of oneself or one's product, it does not aim at profit, sales or being seen: it is the expression of a feeling, it is a moment in which the company brings out its profound and simple human side in its purest essence. And simplicity and humanity are precisely the two things that need to emerge if you truly want to express closeness rather than passing through companies that would exploit any hashtag to advertise themselves.
How do you avoid falling into these traps? Consistency When tragedies like those in Paris happen, the first thing a brand must ask itself is: how necessary and coherent is it to express closeness? But above all, what value can I give to the context, to my fans and to the community? These are the real questions that a brand needs to ask itself before thinking about something. Let's take Spotify for example: he used music to convey a message of Peace, because music is a powerful anti-war symbol, his goal was to ease the moments of his fans' lives through anti-war words and melodies. A genuine and spontaneous action. Sobriety real-time-marketing-paris6 The Amazon homepage, in memory of the victims of Paris All it takes is a flag, a word, a concept but conveyed well and you can reach many people. Better to avoid long reasoning, contents that need explanations. One thing is enough, but it must be expressed in a way that makes one's "state of mind" truly understood (yes, even companies can have one). In these cases you shouldn't aim for shares, that's not the aim.