We start every campaign by thinking like a prospect. What motivates us? After we read a story in a trade magazine or business media, what do we do? We focus on understanding information-seeking behavior – from search to social networking – to better influence it with brand storytelling.
For each client we build a “Campaign Engine™,” a data-driven approach that ties together segmented storylines along with complementary strategies for traditional media, social media and social CRM and content. Our methodology for gathering insights, Fuse™, enables us to launch campaigns that are precisely tailored to a client’s unique business opportunity.
There is no shortage of content, but quality content is at a premium. It stands out and, if done well, nurtures. So much of today’s brand content is inauthentic and insular. Prospects and customers see that and immediately withdraw. Or, worse, they take their interest to a competitor that feels more real, more authentic.
We help clients tell honest, meaningful stories with context by weaving together what the brand needs to communicate with the stories of customers and prospects. Content co-creation isn’t about getting customers to put your widget on their Facebook page—it’s about your Facebook page looking familiar to them as if they had a hand in building it. We make sure they do!