I was recently on the tube and as I normally do, staring into space at the perfectly positioned advertising when I came across an advert for PowWowNow.
PowWowNow, the free conference calling service for business people described the ideal that by using there services you could share the lifestyle of Cecil Goldwell (CEO of Goldwell Group)Â and conduct all of your business on the beach (or in the vicinity, you can’t always guarantee wifi is available). A campaign that has come with mixed response.
Looking surprisingly like Jack Nicholson (in the ad I saw), I’d say that Cecil Goldwell would very much sit in the “old skool” of business, a land where white knights and pin-striped sharks roamed freely. With films like Wall Street being re-made and the rise of shows like Mad Men, PowWowNow understand that there is some intrigue for these types of character by their target market.
Though visiting the social media channels that Cecil maintains you can tell that a consistent tone of voice is being maintained – something easier said than done. Attracting over 300 followers on their Twitter page, PowWowNow clearly show that there is clear reward from adding personality to your social media.
If you are thinking of doing a similar approach give me a chance to air some considerations to think about diving into shark infested water:
Will it match your current brand image?
Can you maintain it? Will you be syndicating guidance documents to staff members to maintain it should the social media manager go on holiday, or leave.
Are you ready to cope with a potential social backlash? Conducting this type of activity can be a bit like marmite, some people love it, others hate it?
Does it distract or complement your main product USPs?
What examples have you see that you’ve liked? Any that you’ve hated?