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“Out of sight, out of mind” need not apply to brands that are seasonal, annual or under renovation. Multiple marketing options, beyond having a social media or mobile presence, allow for destinations, museums, hotels, TV series, film festivals and sporting events to remain relevant throughout the year.
We’ve gathered twelve methods across categories to show how selected brands remain in public view. While these are similar to initiatives that year-round brands use, they often require more resourcefulness and additional resources.
Make your presence known
1. Events: Offering a rich history, scenic countryside and famous golf courses, Scotland is a popular destination. During off-season April, Scotland hosts Tartan Week in New York. Festivities include a parade with Scots (and Scottish terriers) in kilts, and a trendy plaid fashion show.
2. Pop-up/temporary exhibits: Amsterdam’s Van Gogh Museum closed temporarily for an upgrade and will re-open this spring. Meanwhile, museum-goers can view the Dutch painter’s works at Amsterdam’s Hermitage museum.
Get the word out
3. Generate buzz: Last year when New York’s legendary Waldorf Astoria was under construction, the hotel created an amnesty program where prior guests were encouraged to return items they’d “borrowed” during their stays to showcase in the lobby. The program was intended to feed the hotel’s social media platforms and appeal to younger guests.
4. Sharing expertise: New York’s Cooper-Hewitt National Design Museum is currently closed during renovations. To draw designers’ notice, their acting director and curators started a blog. Called Object of the Day, it features graphic design items from the museum’s collection.
Brand extensions
5. New location spin-offs: In 2002 Tribeca Film Festival launched to revive downtown New York after 9/11’s terrorist attack. The brand expanded its universe in 2010 by adding a Doha, Qatar location. In 2012 Sundance Film Festival introduced a London edition.
6. Counter-seasonal additions: Marketers learned about these brand extensions from the ski industry. Years ago Aspen was known just for snow sports. Ever since Aspen’s Food & Wine Classic was introduced, the town is also recognized for summertime culinary fare. Countless brands have copied this concept.
Socrates, Circuit and Spotlight: you may find these sites while searching online, but you won’t be granted access. Unless, that is, you work at General Motors, Intel, or SunTrust Banks; these are intranet sites for those companies’ employees.
Intranets, proprietary social media platforms, mobile apps and rewards programs were on PRSA Connect13’s conference “employee social communications” agenda in New York on Tuesday, where corporate presenters ranging from industry leaders to resurgent companies shared case studies.
The following connection tips and tools aren’t new, but these companies, as well as SAS and IBM, found interesting ways to adapt them for employees.
1. Intranet: Circuit is Intel’s go-to platform, created to help employees follow company news and post related comments. Intel’s corporate initiatives director Melissa McVicker told attendees that employees use their personal pages to enter countdowns to their sabbaticals (which they earn every seven years).
2. Customized social media platforms: SAS maintains The Hub, hosted by SocialCast. Here employees join personal and work groups and give props to peers with a “thanks” feature. They’re also encouraged to submit ideas — and top-rated concepts make their way to R&D. CEO Jim Goodnight posts content, as do many employees. The Hub also serves as a real-time engagement platform: according to SAS internal communications manager Becky Graebe, two employees met, fell for each other and literally got engaged there.
3. Mobile apps: Intel introduced GoMyBenMobile, an app where its engineers and manufacturing employees have easy access to benefits information and company news without needing laptops.
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Patrick Coffee
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Elizabeth Mitchell
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Nadine Cheung
Editor, The Job Post
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