Could Peanut Butter Be the New World Series?

According to our most recent RSW/US survey report, two-thirds of marketers stated that digital agencies needed to evolve to offer more traditional services to remain relevant.  Also, of those marketers surveyed, only one-fourth were using an agency that was exclusively digital, social or SEO focused.

So what’s a digital agency to do?

Digital agencies are becoming, and need to be, more than just relief pitchers. They must show they can carry the team to the pennant.

Digital is becoming more engaging and insightful.  It’s not so much about being in your face with slick technology, as it is about creating communities and platforms for discussion.

The power of a robust digital platform is in its ability to connect people together with similar interests. Those people in turn become your brand advocates.  These third-party endorsements speak louder and clearer for your brand with more authenticity than any paid spokesperson ever could.

A classic example of this is any sports team’s online forum.  Say you’re a Red Sox fan who decides to post in a pro-Yankees’ forum – you will be destroyed in about five seconds.  Sports fans are passionate about the teams they follow.

It’s this same passion that marketers try so hard to create for their brands because this passion inspires loyalty, which in turn influences purchasing decisions.

So is peanut butter the new World Series?

Developing online communities, whether it’s through Facebook, Twitter, YouTube or an online forum on the company’s website, is allowing marketers to generate excitement, passion and loyalty to their brands.

But winning a national championship is difficult work.

So to lead a digital program to that next level, you need people on board who can create meaningful content and grow communities.

Your awesome tech crew created the platform, now you need writers to generate content that keeps your fans coming back for more.

Don’t just offer an occasional coupon or sweepstakes, develop content that engages your consumers and makes them feel like your brand couldn’t win without them.

Ask their opinions.  Share their stories and ideas. Make your online forum more about your fans and less about your product.

So is peanut butter the new World Series?

If there was an advertising version, yes, and Jif peanut butter knocks it out of the park with its website.

One example: providing helpful tips for busy Moms with no-sew Halloween costume ideas.

Most moms I know barely have time to cook dinner, let alone sew a Halloween costume – although they want to be more active in their children’s lives.

The folks at Smucker also know this about their consumers; so Jif shares an easy way a busy Mom or Dad could share that Halloween experience with their children, without needing a sewing machine.

If you want to hit that digital grand slam, take the time and develop your brand community. Make all of your consumers feel like they are part of your team.