What I've noticed about the influencers covered in the 60 Minutes segment is that they aren't necessarily selling a product in the traditional sense. They're not saying "Buy this hamburger I made." They're getting people to buy in on their style, sense of humor, and personality. As Gary Vaynerchuk noted. " As long as you guys find the right cadence; as long as you don’t make it a complete PR piece every episode, you will win." By having fun ad creating the content they want to create, they advertising they do doesn't come off as invasive or annoying. They endorse products, but instead of reading a scripted commerical, they do it their way, as Logan Paul did with the Dunkin Donuts ad. Social media influencers have changed the marketing landscape. If the goal is to reach as many potential customers as possible, then the medium has shifted away from radio, print or even television. According to CNN, only about 115 million people watch the S...
In the case of the Tampa Bay International Airport, a general need was met by the airport, whether it was specifically targeted or not. Airports and transit centers feel impersonal, as passengers have to be searched and processed due to security. It feels as though airports do not care. The efforts of one employee, who took pictures of a stuffed tiger a boy lost and made it into a little book to explain the tigers absence until returned to the boy, effectively humanized the airport's brand. It showed that the airport does care, and will go the extra mile for the customer experience. After the pictures went viral, the story was posted linking back to the airport website. Combined with the attention from news outlets, the airport's social media saw major growths in likes and followers. Other customers reported on their pleasant experiences, boosting the overall brand. I think any attempts to maximize or make the "experience" more efficient would'e backfired, a...