With ‘Anchorman 2: The Legend Continues’ being the buzz of the holiday season, Forbes brought up a great question in their recent post asking “Can all brands be this successful with their Social Media Marketing, or do you have to be an established brand with a rabid fan base?”
Being established does help quite a bit, as the article points out. But it also mentions that as long as your brand brings social to the forefront of any planned campaign- and this includes everything from social listening, to pulling market insights, to planning a social campaign to run parallel with your overall Marketing campaign- then there’s a good chance you’ll be successful.
What Does Your Fan Base Look Like?
One key is to figure out what your current ‘fan base’- whether huge or small- already looks like. You can bet that Great Odin’s Raven Scotch has either already confirmed (or are keeping their fingers crossed) that the Anchorman fan base are in fact actual scotch drinkers.
If you’re a savvy Marketer, you might also want to figure out which TV shows or stations your fans are watching, and connect with them there. Ron Burgundy’s interview with Peyton Manning on ESPN is a great example – assuming Anchorman fans (or potential fans of the movie) are also big NFL fans.
Make Social A Forethought
The goal is to use your current market and social data to build a ‘Persona’ of your fans. What do they like? Where do they go? How do they think? Do something with all of that data you have behind your brand and your fans to help build the perfect Marketing campaign.
And as mentioned in the Forbes post, and it should be emphasized again- to be successful in your Marketing efforts, social should come BEFORE the campaign. It should be a forethought, not an afterthought. It should lead, not follow.
“Social should be built into the core of everything.” Well said.
Anchorman 2: The Legend Continues finally releases tomorrow after much anticipation – and here’s to hoping the movie is as good as the Marketing!
Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.