#EmptyDesk - Why a Responsive Marketing Campaign Works
Understanding the power of Responsive Marketing in a digital first world
I feel rather embarrassed - it would appear that a simple content led statement on LinkedIn that gathered so much attention actually misled a few of you into thinking I had a job to offer. Sorry, I don't recruit, but I can certainly help you understand why Responsive Marketing matters.
A picture of an empty desk is nothing new, but to suggest this is what new work starters should be offered instead of being lavished with priceless gifts certainly rattled a few feathers. In fact, the topic garnered such debate I am certainly going to visit the issue again - what rewards should we be offering new starters who have yet to do anything noteworthy in a new role?
The real reason for my content share was simple - 2,952 likes, 1,055 comments, 65 shares, 682 new followers, 359 connection requests, 352 clicks on my company website and 7 new business connections that will, with good care, lead to new business opportunities. You could say, job done.
Empowering consumers to interact is unquestionably the main aim of any modern marketing professional - being clever and thoughtful with your approach the real goal. Responsive Marketing is the art of causing people to share their thoughts and feelings on a subject matter. In the #EmptyDesk case, it was all about researching a topic that would generate response - and the job recruitment market is as aggressive as ever so it was always going to be a subject that gets people talking.
Choose your content image and words wisely - think what would make a good subject line and what would likely to create debate amongst a targeted audience. Never promote yourself directly, you are simply looking to gain traction from a subject matter that will interest as well as bemuse some. It is always important to consider negative responses as good marketing material.
Post it and leave it - Once your content is chosen, post it on a networking site like LinkedIn in forums, homepages and via weblink responses then stop. Do nothing. Your research and understanding of what you are promoting is done. Now comes the tough bit - making people interact.
Interaction is where marketing professionals earn their bread and butter - aiming to cause disruption and debate is why guerilla and disruptive marketing is making huge head waves in the media industry. Creating content that is relevant and empowering enough to warrant feedback is a luxury that only a few can seemingly afford.
Be confident, stand your ground, say your piece and get consumers talking.