How to market?

Being an intern at the creative agency gives a good inside look at the marketing and advertising process through use of the media. Today besides websites, banners, posters, video commercials, promo events and marketing plans company’s reputation heavily depends on social media such as Facebook, Twitter, LinkedIn, Vines and Instagram. Social networks and picture/video sharing websites create certain connection between companies. So far I’ve seen a couple different ways of relating product to the customer: show product in use by the client and make product have its own character and personality. To explain these two concepts I want to use examples of the products we advertise at the company I’m currently interning at. For a couple of our clients – Dunking Donuts and Argus (craft beer brewery in downtown Chicago) - we are doing all sorts of Facebook posts and Vine videos. These use of a social media helps to grow popularity of the brands and be closer to consumers. However, we choose a different approach to represent these products to the customer. For Dunking Donuts we make our posts and vines look like they were made by consumers themselves. For example, we make picture of a donut and writing utilities somewhere on the table making it look like some office worker has left it there, shot a quick picture of that and posted it on Facebook during the afternoon coffee break. On the other hand, for Argus, we give its beer a personality and certain character. For instance, bottles of vine are playing with the first snow in the winter or walk downtown Chicago while having a great time being a “Chicago beer that you should be drinking”. These different approaches work well because they target two complete different groups of potential customers and clients. Dunking Donuts is targeted at the office workers or college students that make their hard working days a bit sweeter with a fresh donut and a cup of coffee as they are doing a daily routine, while brutal Argus beer demonstrates a character of the real Chicagoan for people to relax after the long week on a Friday night.