Food For Thought - RMD Advertising Blog

A Day in the Life of An RMD Intern: Week 4

A Day in the Life of An RMD Intern: Week 4

Experimental Marketing: Friend Your Consumer
Heather DeSantis

The environment of an advertising agency is fast paced, focusing on production & results. Add the focus of emerging food brands and you represent consumers that are constantly marketed through product placement and mass communication.   It is a priority for brands to be on the front line in national publications and TV segments because of the amount of people the advertisement will reach.

In addition, with the ability to use Social Media to market a product, companies are able to spend less money to reach more consumers.  Although, I believe that this is crucial due to the fact that every action of a company needs to have measurable results that are profitable I believe that consumer relations must not be forgotten. A number of ways that a company may create an interactive environment for consumers may include contests or supporting a community initiative. A concept that is often omitted is Experiential Marketing  a concept that AdventResults defines as:
 

“ Connecting audiences with the authentic nature of a brand through participation in personally relevant, credible and memorable encounters”.

A sobering experience was when I volunteered at such an event. I had the opportunity to volunteer at the Celiac Awareness Tour to represent a brand that was gluten free. Before going I knew that the objective was to talk to consumers & to get as many people as we could to sign up for the newsletter. Yes, this was the bottom line but, the conversations that were had with consumers were worth more than any entry form received.

Consumers buy because of name recognition or personal recommendation from a friend. By taking the time to understand an individuals story & realizing the struggles they go through to find quality tasting food that will meet their dietary restrictions I was reminded of the integral role that our product serves on a daily bases.

As companies continue to grow and utilize social media & mass communication to reach their demographics I suggest striking a balance between mass communication and consumer interaction. Companies must not lose sight of their mission and reason they were even established and they must believe that missing an opportunity to interact with consumers is more detrimental than the cost of  a registration fee.

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