The 10 Cravings: Keep it Underground
The rejection of push advertising and the rising influence of peer-to-peer networks
The Connected Generation Podcast: Keep it Underground, Episodes 19-21
A select group of people discovers something new, from shoes to bands to politics to neighborhoods, share it with their network and translate it overtime to satisfy a much wider audience. This is the way of the underground.
Example: Toyota Scion’s outreach to young urban males
Strategies:
• Respect the community, respond quickly to their needs, and focus on co-creating great experience.
• The more force and control you use, the less viral it becomes.
• Seek out and join existing and emerging communities
• Showcase the creative talents of admired and aspiring members.
• Authentic, funny, and meaningful creative from community “insiders” triumphs over slick sales-oriented materials.
Actionable ideas:
1. Identify your most powerful underground community. Now, leave your desk and take a walk, a drive, a subway ride; bring a notepad and a camera. Think through the places where your brand spends time, go visit these spots and build a portfolio of potentially underground spaces and communities.
2. Take a risk. Shift considerable amounts of your marketing budget from unpopular, message-based advertising to more relevant strategies that provide interactive experiences for your community. Identify two or three investments that could potentially be eliminated and redirected.
This post was written by Lisa Johnson
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