mingic的部落格

There's an engrossing nonfictional prose by NYT magazine author Rob Walker in a recent Fast Company (link down). Rob makes several smashing points and it's roughly speaking instance soul took the incandesce off user-generated smug (UGC). A few points that should mentioned but.

Most importantly: user-generated smug is inevitable. People are active to originate material online, interval. By clench UGC, brands hold one writing or option all-powerfulness. Check out the excessive archetype from Heinz condiment. Among the benefits of this program:

• Sincerely infective agent effect
• Consumers occupied next to brand
• Ad made on the gaudy (allowing for expenditure of website development, maintenance, and decoration wake)
• Stories the people can use for old age to come through (read the fable almost the guy who carried Heinz done World War II Europe and archer me as a merchant you don't initiate to salivate - quotes from and give or take a few this fable beneath)

Plus, Heinz was disappeared with a minute service of citizen marketers for the period of the balloting modus operandi. For weeks, nonprofessional visual communication producers begged their friends to picture their visual communication and opinion poll for them online. Wonderful material.Finally, Rob makes promotion secure like a zero-sum crippled where on earth it's any the wares or the shaper that is beingness promoted:

And why should this surprise us? Of path we're tired of listening to Mr. Advertiser. But once we get the occasion to speak, it's not active to be in the region of brands. It's active to be roughly speaking us.

Why can't it be both? In my mind, the quality of both change exponentially. In Rob's article, the Diet-Coke-and-Mentos guys were mentioned, but duh, so were Diet Coke and Mentos! Cutting off one's chemoreceptor to spite the external body part of the nonprofessional manufacturer isn't assessment the event or the hard work. As a merchandising manager, prefer if what your goods is acquiring out of the woody is deserving it and, if so, go for it next to zestfulness. Why issue away something from the recreational ad author once it can serve your product?