It’s been far too long since I’ve taken care of my blog and it’s time to fix that. I’m starting slowly with the return of my Friday Five. Here are the articles that inspired me the most this week. I hope they spark something in you as well.
The human brand. I often read about what brands should be doing online and in social, but this is the first I’ve seen about being just human. Making connections is a human-to-human exchange. If your brand isn’t human, how will you touch customers? Make sure you read this whole post from Pam Moore. There are some great links at the end.
To followup. I was cleaning out my email and (as I’m sure you do as well), I had a plethora of emails I marked “unread” so that I could go back and read them “when I have time”. Well, I have time now and I’m glad I saved this one. It’s from Joe Pulizzi, founder of the Content Marketing Institute on Coca-Cola’s Content 2020. It’s over 18 months old. I can’t believe how long I let this sit in my inbox. Wow! I loved this one. It made me think of CPG in a whole new light. You really can’t think in terms of a :30 television spot anymore. Read and watch.
It’s like connective tissue. The notion of integrated marketing isn’t new, but it just seems you can’t say it enough. Marketing has to be a combination of all the channels and touch points in the customer’s experience. Brian Bennet of STIR Advertising does a great job of illustrating this in his MarketingProfs post.
Is it really a loyalty program? Here’s a pet peeve I have…the notion that frequent visitor/buyer and player card programs are called “loyalty” programs as a matter of course when very few of them drive loyalty. It’s no wonder the programs have grown but participation has dropped. As the article states: “… it’s crucial for companies to strengthen loyalty programs through innovation and relevancy.” See if you agree with this post.
That being said, I love what MGM Resorts International is doing with MLife. Experiences are the key for their most frequent guests and they’re making sure they are having them by collaborating with Southwest and Hyatt. I was recently at a luncheon where Scott Voeller, SVP of brand strategy and advertising for MGM Resorts International, spoke about the changes and developments for the program. I think they may be poised to become THE casino player card program because of the way they understand their guests and try to give them the experiences they’re looking for. You can read about the partnerships with Southwest at this Vegas Inc. post and the Hyatt partnership in this Howard Stutz post.
Yes, I realize there are six articles. Where I’m from, we call that “lagniappe”!
I’d love to know what articles inspired your marketing this week.