Creating Awareness With Targeted Messaging

Awareness eBike

 Creating Awareness With Targeted Messaging

Almost four years ago, I bought my first electric bike. Last month I bought my second. As the years and seasons have rolled past, I find myself blazing around the streets of Doylestown with greater speeds, and heavier loads than I ever thought possible. I can easily carry $100 worth of groceries without strain. I’ve become an unapologetic convert.

 

The electric bike combines the distance advantages of a car with the city friendly capability of a bike – you can bypass all traffic jams and jump freely between roads, bike paths, and unpaved areas to find the most direct route, and park for free.

 

Riding my eBike makes me feel empowered. Creating no pollution or noise, I am eating gigantic hills for breakfast and flying by spandex clad riders while wearing business attire.

 

On nice days, I allow additional commute time to show courtesy in answering the flood of constant questions I get about my bike. Over the past four years, these questions have not waned, only increased. “Hey, does that bike have a motor?” “How fast does it go?” “How far does it go on a charge?” “Where did you get it?” “How long does the battery charge last?” “How much does one of those go for?”  The questions go on and on, and I’m happy to answer them.

 

Lately, I’ve been noticing a lot more unapologetic eBikers flying around Doylestown.

 

This fascination in my mode of transportation has gotten “my wheels turning” if you will about Malcolm Gladwell’s book, “The Tipping Point.”

 

Gladwell theorizes that “hits” or “fads” happen in the context of an epidemic   – when a few highly infected fans become viral infectors for a product or idea by adopting it themselves and spreading the word.

 

With that in mind, DeeterUSA helps our clients:

  • Gain exposure: Knowledge comes from exposure. Having a message that reaches their target market in a relevant and timely way establishes credibility and offers value to the recipient.
  • Understand the importance of social proof: We’re more likely to buy if we see people we know — particularly if we admire and respect them — buying too. This principle is what makes User Generated Content (UGC) such an effective form of content marketing. We help our clients develop editorial strategies for social media to assist organic search (SEO) and page engagements to increase brand awareness, website traffic, and, social media community following.
  • Realize buyers look for confirmation: Once buyers have committed to making a purchase, whether out of necessity or trend, they look to the internet, social media, family members and friends for confirmation that this is a good purchase. The true value of publicity is found in the endorsement – direct or implied – of third parties.

 

While I don’t know if eBikes will become a “hit”, it’s important for us at DeeterUSA to help our customers tailor and develop messaging to move their target audiences from unawareness to awareness, to interest, to conviction, and ultimately to sale/purchase.

 

Happy Trails,

 

-Jill

Bruce Springsteen

 

Bruce-Springsteen-001-620x465

 

 

As I was driving to work this morning, I was listening to Mojo Nixon guest DJ on E Street Radio, the Bruce Springsteen channel on Sirius/XM. As Nixon was describing his motivation for including the songs he was playing in his mix, he explained how Springsteen’s first few albums (“Greetings from Asbury Park, N.J.,” “The Wild, the Innocent, & the E Street Shuffle,” and “Born to Run”) did an amazing job of speaking to the people of New Jersey and New York. The songs were mini-stories about characters from that specific region and/or gave the listener a clear understanding of what it was like growing up in that area at that time. I would expand Nixon’s geography to also include people in Eastern Pennsylvania, as many of us who grew up here spent many summer days and nights “down the shore” and can easily identify with Springsteen’s lyrics from these early albums. Listening to “Spirits in the Night,” “4th of July, Asbury Park,” “Thunder Road,” or “Jungleland” definitely makes me feel like Springsteen was talking to me.

 

Interestingly, while Nixon (a North Carolinian) appreciated those early records, it was Springsteen’s fourth record, “Darkness on the Edge of Town,” that made him feel a strong connection to the Boss’ lyrics. His rationale was that on “Darkness,” Bruce was no longer singing stories about where he grew up. The songs now were broader in scope and told tales of characters Springsteen met or conjured up after touring and having the opportunity to see the world outside of Asbury Park, New York, and Philly.

 

I would venture to suggest that Springsteen’s next two albums, “The River” and “Nebraska,” each expanded Springsteen’s ring of fans and popularity so that by the time “Born in the USA” was released in 1984, there were literally millions of people poised and ready to receive that album and help make it the incredible commercial success that it was. Without question, the quality of the songs on “Born in the USA” played a large part in its success, as did Springsteen’s legendary live shows and relentless touring schedule. Yet I submit that the foundation that was established by Springsteen’s earlier work was equally important to how well “Born in the USA” did on the charts and commercially.

 

Now, what hit me right between the eyes as I listened to Nixon this morning was that we “preach” the same concepts day-in and day-out at DeeterUSA as we work with our clients to develop strategic marketing and communications plans:

 

  • First and foremost, build a strong foundation with your communications activities. It may not be the most exciting and/or glamorous tactical items that you will do, yet these items are the things that will set-up your successes moving forward

 

  • Identify all of your target audiences, prioritize them, and then work “core out” to convert them to be advocates of your brand or company. Start with those closest to your company and work to influence them one at a time. More often than not, what you will find is that when you get to the outer rings of influence, the people in the inner rings will serve as cheerleaders for you – making it easier to “win over” the people in the outer rings

 

For Springsteen, his earlier albums set a strong foundation that paved the way for his critically acclaimed album “Born to Run” and his commercially huge “Born in the USA.” Further, the songs and stories shared on each of his albums became more geographically expansive with each release. In essence, he worked “core-out” lyrically, speaking first to the people in New Jersey, New York, and Eastern Pennsylvania, and then building out from there until he became the global icon that he is today.

 

DeeterUSA cannot promise your brand or company the same success that Bruce Springsteen has realized, yet our experience with core out marketing has repeatedly resulted in outcomes that exceeded both ours and our client’s expectations!

 

─ Drew