A one. A twoooo. A three. Crunch!
How many licks does it take to get to the center of a Tootsie Roll Pop? A question every growing child has faced since the 1930s. You remember the commercials starring an inquisitive boy asking Mr. Turtle and Mr. Owl that same question. The answer is always the same; no one can make it through the whole Tootsie Roll Pop without biting down on the crunchy chocolate center. Advertising tactics have come a long way since that commercial first aired – new media channels and technologies, platforms and outlets – but the brand message has stayed the same: a fun way that children of all ages can enjoy a tasty treat.
The more things change, the more they stay the same.
No matter how technology has evolved over the past 80 years, the Tootsie Roll commercial is still being aired because it continues to resonate with viewers. No matter the marketing vehicle, it will always be important to keep in mind the relationship, perceptions and behaviors connecting brand and audience. This relationship can’t be forced, and as a marketer, it is imperative to understand how to build trust and loyalty over time.
But in a results-driven, fast-paced world, expectations are often too high, and a rushed attempt to market a brand on social media can lead to a disappointing campaign. Merely creating a social network page or website a decade ago was impressive, but this has now become commonplace, if not essential. Social media can work as a microphone to quickly announce a message, but when a message doesn’t match the views of the audience, the brand voice can become distorted or muted. If these two elements are not in line, the brand message could lead to an inaccurate message or worse, a total lack of audience engagement.
Where to start.
How many licks does it take to get to the center of a Tootsie Roll Pop? The world may never know. But what we can say for certain is if a brand wants to create campaigns that transition over time, it must start with the fundamental relationship between the brand and its audience, and grow from there.
Start by laying down expectations and creating goals around a consistent brand identity. Only when a brand truly understands its current and future place in the market can it temper the expectations that come with the quickly changing technology environment and have a successful approach to marketing campaigns on social media.
For a more on the strategic approach to managing expectations and starting your own social media campaigns, you can download our “Setting and Managing Expectations” whitepaper.
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About the Author
Alex Navarro is a California-native who currently lives in Dallas, Texas with his fantastic wife. In the past, he’s been responsible for creating, developing and executing national brand awareness campaigns and has enjoyed developing personalized marketing and promotional plans. Alex studied advertising and marketing at Pepperdine University and has enjoyed working in the field ever since. He also loves meeting new people – connect with him on LinkedIn or Twitter.