Several companies are trying to be proactive and follow the trend of « Buzz Marketing” and Web 2.0, but at what price? Wanting to innovate and create an experience related to the brand is normal, but we must be sure to have a minimum of information about our customers first. I believe that to deliver a performance worthy of mention, you must first listen to what is going on « in the field. » This allows the company to both understand its consumers and clarify its offer.

Also, when you’re paying attention to what influences your consumers, you target and understand their needs and, at the same time, distance yourself from your competitors. You develop a specific language that sets you apart and allows you to be perceived as a leader. Adopting unique strategies is very praiseworthy, but be sure to assign a good creative team to the project to make this difference stand out. Becoming a master of your field is often more reassuring and more profitable.

Here is an example from Motrin, a brand that would have probably avoided many problems if its creative team had been listening to its consumers. The first video contains advertising from Motrin and the second is the response from consumers after they saw the ad. For a successful example, I invite you to read my article “Cleverly Channel Information.”