Old School Brand Reinventing Itself
Consider the battle that radio wages everyday: a constant onslaught of TSL-draining new media and the perception held by some that it is a 20th century technology living in a 21st century world.
Now, think of Tupperware, the food storage system first marketed in the 1940s. If you know what Tupperware is, words like “venerable,” “old school,” and “from the ‘50s” may come to mind. While Tupperware still exists, it has faced and met the challenges of changing an out-of-date image by using social media to build customer mindshare and to garner personal recommendations. A recent New York Times article highlights how the company is succeeding in reformulating its image and growing revenue via social media, despite little or no direct sales. The value of their campaign appears to be from serving its fans and building mindshare, a parallel strategy to radio’s most effective use of social media.
Referring to their new social media efforts, Tupperware CEO Rick Goings says that the company felt they needed to use “more disruptive methods” to dispel perceptions that “we are your mother’s Tupperware,” and crafted a custom-themed Facebook page aimed at an issue important to its customers. The “Chain of Confidence” campaign aims to support and build self-confidence in women, who comprise the vast majority of their customers and sellers. They are using known women of achievement as “confidence counselors,” have established a #Confidence official hash tag for use in their Twitter stream, and are making cash donations to Boys and Girls Clubs for every “like” they get on Facebook.
Tupperware Brands VP Elinor Steele says that the company’s new efforts at creating an interactive environment of service to their customers will change Tupperware’s marketing strategy from “brand awareness to helping people become brand advocates.”
Radio faces many of the same challenges while having the advantage of its existing variety of media outlets, not the least of which is its own broadcast channels. Combining on-air, online, database and social media to serve your listeners’ points of passion will give your station the power to do what Tupperware is doing, going beyond brand awareness to “helping people become brand advocates.” Do you have a plan to do that?
Call or email us to find out how to develop a custom strategy to grow ratings by building mindshare and advocacy for your station’s brand.
*Fletcher Keyes is a long-time morning show personality, radio programmer and new contributor to dmr’s The End Result.