Now that CES is over, what does your digital strategy look like for the rest of Q1 and into Q2 to further develop awareness for your brand and products? First let’s take a step back and take a look from the perspective of the consensus of brands at CES 2015. If you have ever attended CES for your company you know how big the show is, and what it means to keep your current business relationships with vendors crisp and to attract new ones. There is a tremendous amount of opportunity from press attending the show to feature and review your products. These reviews will be published on blogs, website, magazines and on tv shows which review consumer electronic goods. Now the questions arises how are you going to capture this buzz and harness it to its fullest potential?
There are many channels you can invest in to further promote your products, too many for one person to keep up with. But which ones really are most relevant for 2015? I have been attending CES for the past five years and there was resounding agreement among marketers on where the focus is being shifted to. From my many conversations with CMOs, Vice Presidents and Directors of Marketing at the show the focus is moving toward digital and social channels, and away from television and print. In specific the one channel I received the most comments on, were on how to leverage YouTube.
YouTube is a social platform where video is the medium where influencers connect with their organically built audiences. These audiences are uber valuable to a consumer electronic brand which is in the business of manufacturing gaming peripherals, headphones, televisions, tablets. The show also had a wealth of companies who focus on apps to solve an everyday problem. By working with influencers on YouTube, you can develop the features and benefits of your product and have a respected voice authenticate the value it presents. Here’s a staggering fact about customers who purchased a product after being exposed to an influencer’s video:
“According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate.” (1)
This is a very strong indicator on how effective influencers can be to help make your product a success. There are many other valuable reasons why YouTube is becoming one of the most utilized channels for marketing teams, including SEO link building as well as the fact that it is now the number two search engine, only behind Google itself.
Many companies at CES have tested on YouTube but found it to be a challenge to determine who the best voices are for their products. There are literally millions of influencers on YouTube. Many CES companies don’t have the time or resources to take care of all of the day-to-day needs to market a brand from packaging, to sales assets, to trade shows and now this. I have found that working with influencers on YouTube requires a system where you can effectively communicate directly with an influencer so they understand the brand’s needs and that the product is of course a fit for their audiences. A good number of influencers will not take an offer because it does not align properly.
So now that CES is over, what is your plan to scale your customer acquisition since PR from the show will begin to trail off quickly and are you thinking more of YouTube as a way to accomplish this? I would be interested in hearing more about your strategy and what works for you and of course what challenges you are faced with.
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