Is Your Brand Friendly? Community Marketing Logic: Part 1

Is Your Brand Friendly? Community Marketing Logic: Part 1

Gaining brand loyalty and increasing customer retention are important concepts that should be visited when you are trying to grow a strong brand image. Consumers are now in more control of the advertising verticals both offline and online, with the ability to pause their TVs, skip through commercials and interact with brand’s through blogs, chat rooms and customer reviews.

Traditional Kotlerian marketing panaceas of the past (yes, I said past) are being replaced with more traditional societal events of today. Many in the industry call this neo-marketing. I call it Community Marketing Logic — building your brand through the creation of a consumer community that is adaptable, encouraging and logical.

Community Marketing Logic

The overall concept of community marketing logic is to instill a friendly, approachable atmosphere for the consumer, allowing them to somehow interact or engage your brand through the inclusion of community events and ensuring warm content. The consumer needs to feel special, appreciated, engaged, entertained and in control of his or her environment.

Reaching your audience or select niche can be done with community marketing logic events. Check out the Refreshing Wall, put together by Sprite and MSN. Consumers are able to explore various spaces in a fictional city and interact with existing graffiti artwork on many walls surfaces or create original artwork. They built a community for their consumers, gave them something fun to do and asked them to share it with others.

Marketing to individuals and retaining current consumers can help establish a friendlier brand image to the brand’s community of consumers. Consumers are quick to share what is emotionally impactfull or engaging and entertaining. This is what creates the “buzz” or viral impact of a brand.

Coming up in Community Marketing Logic Part II – CML Events and Functions

About Heather Paulson

Heather Paulson is the President of PaulsonManagementGroup.com which provides Affiliate Management, Paid Search Management, Search Engine Optimization, Social Media Management and affiliate video production and affiliate recruiting services.

Heather was appointed to the Affiliate Summit advisory board in 2006. In 2007 Ms. Paulson was appointed to the advisory board for Affiliate Classroom. In 2007 Ms. Paulson was elected as PPCClassroom.com’s education manager. in 2008 Ms Paulson was nominated as a FAB member of the Performance Marketing Association and is an honorary recipient of the ACC Certified Affiliate Managers Course. in 2008 Heather Paulson was invited to become a member of The Internet Oldtimers Foundation. She has passed the Google professionals certification twice. Heather also blogs at Paulson Management Group Blog. You can follow Heather on Twitter: @Heatherpaulsons.

Website: http://www.PaulsonManagementGroup.com