Find Your Brand’s ‘Sharp Corners,’ Marketers!

Oreo is lauded for its reaction to the Super Bowl power situation.

Find the brand’s “sharp corners,” then find the sharp corners for the customers who love the brand and marketers will realize increased revenue, says Tim McMullen.
The founder of Nashville-based marketing agency redpepper spoke about how to “Think Like a Marketing Scientist” yesterday morning during his popular 2014 Integrated Marketing Virtual Conference and Expo session.

“Most brands try to represent too many things to too many people,” he says.

What’s the brand known for and good at, and what do customers think about those same questions? For Oreo, the answer is that it’s a yummy cookie people eat when they’re having fun. So Oreo’s “sharp corner” is “humor and wit,” McMullen says.

Following that logic, McMullen outlines the logic that 42 percent of Americans watch television with a “second screen,” Twitter leads for “social TV” and is popular among NFL viewers and fans have snacks at Super Bowl parties.

Hence, Oreo capitalized on its sharp corner by having a well-timed tweet during the 2013 Super Bowl blackout, “You can still dunk in the dark.”

That one tweet earned Oreo 15,000 retweets, 20,000 Facebook likes and $300,000 in earned media value, McMullen says.

Continuing with that humor in 2014, Oreo tweets during the Super Bowl, “Hey, guys … enjoy the game tonight. We’re going dark. #OreoOut.”

McMullen says there are three lessons for marketers in Oreo’s social media efforts:

  • Be proactively reactive
  • Add value through entertainment
  • Be timely with messaging

The “sharp corners” theme was only part of McMullen’s presentation and is the first step involved in thinking like a marketing scientist. His session is viewable on-demand beginning on Monday and lasting for three months.

Are all marketers aware of these sharp corners?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.

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