This week we’re talking to Claire Lamont from Smak (Canada) on how to generate word of mouth through creation rather than sponsorship.
Claire Lamont of Smak – a “non-traditional” agency based in Canada – talks about how to generate Earned media for brands which may, on the face of it, appear not so funky & fresh for the target youth market.
When brands try to engage youth they often forget that Attention is Your Biggest Cost. Success, therefore, relies on your ability to create context – see our list of brands that lead in this field – rather than asking your agency to create more content (i.e. advertising clutter.)
Learn how Smak, along with Taxi and the Dairy Farmer’s Association of Canada, created earned media through building an event around youth lifestyle first and product second. “It’s just Cheese!” after all… but that’s not what we’re selling here – we’re selling the ability to connect young customers with each other.
Next time you ask yourself “How do I make cheese cool?”… change your question! Start creating… Here’s how – listen to Claire’s interview. More on Smak’s work here
How to Listen
(A) the MP3 player embedded in this post, or
(B) Listen through Itunes
Podcast: Play in new window | Download
If you enjoyed this post, make sure you subscribe to my RSS feed!
Creating Earned Media with Claire Lamont of Smak – new interview – http://bit.ly/6QlTEs