Advocate
DEFINITION: to speak, to argue in favour of, support by argument, recommend publicly, a person that upholds for a cause
Here we detail how, what and when the brand is communicated to its target audience (who). All media and brand communication aims to support, at the end of the day, its most potent format… consumer advocacy - 'word of mouth'
BRANDCOMM STRATEGY
- Defining the brand communication and digital roadmap (the doing things - what, when, how and by who), defining budgets, media planning & purchasing and media relations
PRODUCTION AND IMPLEMENTATION WITHIN THE MEDIA LANDSCAPE
- Making it all happen - adware, brochures, posters, signage, radio, TVC's, on-line content, implementating of brand assets
INTERNAL BRAND COMMUNICATION
- Defining the brands cultural framework, how staff act and talk
- Championing sales staff as brand advocates
- Implementing the internal on-line roadmap
EXTERNAL BRAND ADVOCACY
- Working with distributors to establish brand champions
- Implementing the external on-line roadmap
- Tracking end-user brand experience
- Leveraging 'word of mouth', targeting early adopters and key farmers
MEASURING SUCCESS, EVALUATING AND FINE TUNING
- What's working, what's not - fine tuning the process
RuralBrand client project, brought to life by scripting and producing an 8-minute technical and educational video receives United Nations World Enviroment Day special commendation, June 8, 2012.
In paddock filming a 30 sec TVC using a Sony HD 1080 camera attached to a 4 metre jib arm with remote controlled camera head.
Internationally collaborated video project scripted, directed and produced by RuralBrand and BASF Plastics Business Director, Rowan Williams.
28 layered .psd image file used to motion illustrate technical concepts in Final Cut for the BASF Plastics COOL project video. RuralBrand produced the video end-to-end including script, storyboard, voice-over talent, graphics and editing.
RuralBrand self promotion business card for Rural Business magazine. All photography, photo-etching and image construction in house.
RuralBrand design and execute surveys and questionnaires on behalf of our clients. We utilize specialist web-based software, cloud computing and implement on-line, conventional and unique contact strategies.
TENMEN Strategic Marketing P/L . How we started and the name behind RuralBrand
AT RURALBRAND WE BELIEVE:
Simplicity is vital - with the rural brand space so crowded we have seconds to engage with customers.
BrandComm campaigns should engage the end user with simple messaging/benefits with the product brand as the focal point.
The brands personality traits, values and brand story connect the target audience emotionally, whilst the brands value proposition and promise connect rationally.
The pinnacle of all brand communication, what all brandcomm aims to support, the most potent form is consumer advocacy - 'word of mouth'.
Time is more scarce that ever, no one has it, not you, not the customer. Messaging needs to be clear and persuasive at a glance - Yeah, I get it!
Rural brands are increasingly defined by their audience participation and the ensuing conversation. A new advocacy is emerging, its 'word of mouth' for the digital age.
One of a 35-frame Greenbush barrel run in the Mentawaii's. Captured using RuralBrand's 100-400mm canon lens. Photography Jim Lawson, Surfer Peter Shaw.
