It used to be that brands owned and shaped the consumer brand experience. For years, companies developed brands that consumers either adopted or didn’t. Consumers had no way to either interact with each other or build upon the brands being developed. The basic principle of Milk’s Conversational Marketing™ is that, for the first time in marketing history, consumers have the ability to actively shape brands, products and consumer messaging. They are filling the marketing world with chatter about everything from new iPod cases made from recycled tires to the best frozen lunches to make at the workplace. The Internet has provided a powerful pulpit from which consumers are actively trading suggestions and ideas that are initiating trends and new product introductions.
Conversational Marketing™ begins by taking an active inventory of consumer chatter by monitoring blogs, websites, new product introductions, news articles and out-of-catagory trends. This depository of cultural capital allows us to then make powerful recommendations on behalf of the brand in the development of new strategies, positionings and tactics. Conversational Marketing™ produces new advertising campaigns, promotional ideas, new-product introductions and brand extenders. Interaction between consumers and brands has created a worldwide idea lab that is organically generating innovation. Conversational Marketing™ has been used in the development and execution for brands including: Sirius Satellite Radio, Sunoco, Dream Catcher Retreats and Le Tigre.
Today, consumers are having an active say in what products show up on store shelves and how they are marketed. The principles of Conversational Marketing™ provide powerful tools to help marketers stay on message and trend in a quickly shifting consumer culture. At Milk we are developing marketing-planning techniques that are leading directly to creating brand excitement.
Michael Kosowicz
Senior Partner, COO