Quelle: Deutsche Post / CP-Watch
Testimonials sind beliebt, doch zumindest in der Werbung ist ihre Wirkung umstritten. Zu oft haben Strategen in der Vergangenheit auf die falsche Person gesetzt. Auch im Corporate Publishing steigt die Nachfrage nach Promis - vorausgesetzt, sie haben etwas zu sagen.
Testemonials wissen, wovon sie reden. Sie sind Opinion Leader, Experten. Ihr Einsatz liefert nicht nur neues externes Know-how, das den Horizont des Lesers erweitert, er erhöht auch den Aufmerksamkeitswert a journalistic message. Celebrities - but also professionals such as cultural historians, sociologists and educators - to use a company brand and the person when they receive a credible name. This raises the profile of a CP publication. The company behind the publication is as honest, transparent and trustworthy. Messages are perceived as useful and relevant.
When we see in ads or Franz Beckenbauer Veronica Ferres in the use of a telephone, then we learn that both can call. But where is the expertise? Those are some examples of advertising - where different rules apply than in corporate publishing. In advertising, it is enough for a star similar Effect profile shows how the brand or the company. In the corporate publishing the star of this activity profile is also demonstrated by concretely expressed on a specific topic.
celebrities generate attention. But they also carry credibility? Next: We're talking about celebrities who have achieved their outstanding merits its reputation. They transfer their positive aura to the branded products and serve as social landmarks of exemplary character. They sell their vision function and stimulate the tendency to imitate their followers. So beautiful every celebrity brings as a dowry with his fan base like in the promotional marriage. In addition, is expected of celebrities, an additional entertainment value, which increases the interest still.
But dare you to a bank social skills, because they can express themselves celebrities in the customer magazine on social issues? The bank will use this opportunity, previously subordinate brand values \u200b\u200band brand issues more visible and to show that also includes aspects such as age, security and politics, the genuine issues of banking and not just issues in the field of financial services products. With attention-grabbing contemporaries who have had to say quite a bit, showed, for example, Dresdner Bank dwm in their magazine, how attentive she perceived social trends and developments: Jutta Limbach, president of the Goethe Institute, said wise things about serenity in old age, Frank Lehmann, front man was for TV financial news, questions about security in old age, actress Iris Berben to their personal life planning. Thus, almost joined the private thoughts of celebrities and opinion leaders automatically with the core values and competencies of the Bank.
are specialists in their fields but not at least as credible? Consider the example of a customer magazine for computer games. Game magazines are not exactly a hotbed of scientific treatises. Aware, the game maker Electronic Arts EA with his medium? The magazine therefore a forum of opinion leaders opened and staffed so that values \u200b\u200bthat can not be attributed to a game producer automatically. The magazine shows that the relevance value of games now in our culture. About testimonials from opinion leaders and experts such as Klaus future Theweleit or Peter Wippermann are brought out so intelligent social discourse into the magazine with substance - and writes past the target audience? On the contrary: The target population is not just the gaming scene. It is exactly the opinion of culture, society and politics and that they are even integrated directly into the medium. And with success: attention to EA was significantly increased, the subjects were even taken from the classical arts pages. With a simple gesture - the use of foreign scene experts and opinion leaders - the company has made huge contributions to its credibility. Testimonials
work in corporate publishing, unlike in the advertising? In the corporate publishing are no campaigns down and fixed to each person here to connect people as informants. Usually, but readers think in rigid schemes: advertising is a lie, editing is truth. The statement "which is here in the newspaper, I have yet read" is seen as evidence of the truth of the read. On the other hand, responding behavior of today's traditional consumer advertising over a lot. One has only to sell him do too much, he has schon zu viele Enttäuschungen mit Produkten und Marken erlebt. Diese scharfe Trennlinie zwischen Werbung/PR und Redaktion beginnt sich jedoch langsam aufzulösen. Eine Riesenchance für Unternehmen, als Herausgeber von Medien auch mit markenfernen Themen und Diskursen die eigene Glaubwürdigkeit zu untermauern und neues Vertrauen dem Unternehmen gegenüber zu gewinnen.
"Köpfe, Köpfe, Köpfe" statt "Fakten, Fakten, Fakten"? Man darf nicht vergessen: Menschen mögen Menschen. Die Darstellung von Sachthemen anhand realer Menschen, der "Human touch" in journalistischen Texten, sollte daher nicht unterschätzt werden. Dies belegen auch Blickverlaufsuntersuchungen von Zeitschriftenseiten: Der Blick a reader will always depend first on a human face - whether celebrity or not.
0 comments:
Post a Comment