Content drives active engagement builds brand familiarity and consideration
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Content drives active engagement, builds brand familiarity and consideration - PowerPoint PPT Presentation

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Content drives active engagement, builds brand familiarity and consideration. Martha Peterson July 16, 2008. The ‘brand idea’ has emerged as the key concept for brand owners. Successful brand ideas….

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Content drives active engagement, builds brand familiarity and consideration

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Content drives active engagement, builds brand familiarity and consideration

Martha Peterson

July 16, 2008

The ‘brand idea’ has emerged as the key concept for brand owners

Successful brand ideas…

  • Create commercial value and an abundant source of advertising ideas, executional ideas and activation opportunities

  • Stake out strategic territory for brands that can be owned and leveraged over time

Offer the brand numerous opportunities to build a structured dialog with its consumers

  • Invite them to interact with the brand through relevant and engaging content

  • This clear shift in the focus of marketing communication is the central characteristic of what Mediaedge:cia calls active engagement

Purchase/recommendation funnel

Media Support $

Advertising Awareness

Brand Awareness



Activation programs drive end of the funnel conversion

► Content can build brand familiarity

The best contain an element of conflict which transmits energy

Brand ideas are half strategic and half creative, but most importantly, they make consumers think and act in new ways

Brand ideas are a point of view on the world

Insights are the focus of good communication ideas

  • Consumer insight is the foundation of effective communication ideas

  • Such as activation ideas, contextual frameworks, etc.

Genworth Case:Content is a powerful vehicle for a regulated brand

Genworth Financial’s Brand POV/Conflict

  • Build a Fortune 500 brand while reinventing the Insurance Category

Target Insight

  • Majority are satisfied with the products and brands they sell

  • But only 10% sell Genworth

  • 60% are independents competing against Fidelity, Merrill, Ameriprise

  • Genworth’s conversion from familiar to consideration is strong

  • Moving producers from aware to very familiar is the primary challenge

    • Given Govt regulation, insurance product advertising must carry much legal jargon, which crowds the brand message

    • Our research shows that a mixture of media articles and peer/media expert WOM has significant impact

      • Helps producers understand and recommend products and brands

Contextual Framework: Springboard is all business, action and dialogue

  • Encourage business across the year by prompting personal finance dialogue with producers be it

    • With their clients

    • With Media Experts/journalists

    • Amongst themselves/with their peers

    • How?

      • Via content

        • 25% existing – buyout/sponsorship

        • 75% especially created

      • Via professional network for financial professionals and financial journalists

The content prompts action, dialogue and brings each element full circle

  • Quizzes, take-aways, tips, online tools that are available in public media space, prompt the consumer to contact their financial advisor

  • The content is repurposed on Springboard forum so that the producer can in return use it to market to clients/prospects

  • Springboard forum also brings the creators of the content together with the producers for business dialogue


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