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The long-term viability of a brand is contingent upon messaging staying in alignment with and relevant to the needs of its target audience. As brands mature, they are at risk of becoming out of touch with the evolving needs and attitudes of their customers. And often, an old brand needs to reconnect with the current Voice of its Customer (VOC) in order to stay in tune with the target audience.
That’s just what the TV show Dateline is doing with their new campaign promote this longstanding program. After 20 years on-air, the show is taking a departure from the traditional approach of highlighting the credibility and popularity of the anchors or the shock value of the stories. Instead, they are creating a two-way conversation with their audience and using this insight to drive messaging.
Dateline spent several months studying the behaviors and conversations of fans on social media, and created a campaign that connects with how viewers actually consume the program (for example, with a glass of wine in hand). New online and on-air promotions will ask “How do you Dateline?” and encourage the audience to share their viewing routines via social media including an interactive video Facebook application and Twitter feeds. This user-generated content will then be used inthe campaign to create a stronger connection with the show’s audience.
This example showcases the vital practice of keeping your message aligned with the changing attitudes and behaviors of your target. It also serves as a great example of how marketers must break away from the old habits of yesterday to discover new ways of connecting with the individuals they want to attract today.
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