MARIA OGNEVA'S BLOG
Hello, and welcome to my blog and the digital home for my thoughts. Most know me as @themaria, my handle across most social media sites and communities. My actual, given name is Maria Ogneva, and I love writing, traveling, eating, and spending time with my new husband.
I am passionate about how social media is changing the way we communicate, help and relate to each other, share news and make the world a smaller, more hospitable place. I work at Salesforce as Director of Product Marketing on the Communities product, where my job is to help customers (and the world at large) to be successful in building communities. I learn every day, and I share my thoughts and personal growth here.
Please note that the views expressed here are my own, and do not reflect those of my employer or any of our clients.
A local gym in my neighborhood produces some of the most memorable and wittiest offline messaging I have ever seen. We get so carried away with the latest and greatest online tools like Twitter, that we forget about holistic marketing and forget to use offline channels in addition to the new media channels. If you are a brick-and-mortar business, you especially need to blend the two.
One of the guys who works in this neighborhood gym puts out a funny new slogan on a chalkboard right outside, every single day. Each and every day, it’s different and funny and almost always a bit edgy. Please see the picture to the left for this morning’s slogan. The guy who writes the messages saw me taking this picture and ran outside to introduce himself. We chatted briefly, and he asked me if I have a blog, and I told him that I was going to tweet and write about his messaging, because I thought it was very catchy. This type of messaging would translate very well into a medium like Twitter, because it’s short, pithy, funny and a conversation starter. I certainly hope that I can help him at least set up his social media presence.
The moral of the story is: be memorable and be everywhere. It sounds really simple, but most fail in executing on at least one of these points. Being memorable should be defined by your target demographic and the touchpoints at which they interact with your message. In this example, busy customers rushing to the train will likely not remember anything longer than the message from this picture. This chalkboard message successfully cut through the clutter, which is not an easy feat: these days we have as much clutter online as we do offline. Moreover, the catchy, witty messaging is just right for the young male demographic that they are targeting. As far as being everywhere: remember to be online and off. The temptation is to go chasing the latest tools, but communication with your customers is not about the tools, it’s about the message. Engage them where they are, in a way that they will remember.