Odney Advantage Newsletter

Think Like a Troll, Wednesday, January 16, 2019

The Odney Advantage Newsletter
Think Like a Troll

You’re a pro. You think like a marketer. But with so many conversations going on in so many channels, even big brands can suddenly find themselves in the middle of a media firestorm if a message backfires. So take a minute and think like a troll.

1. Think like a troll

Take a “devil’s advocate” approach and consider if or how anything about your message could be misunderstood. While there will always be trolls who are determined to willfully misconstrue almost any message, their efforts will fall flat if your intentions and meaning are clear and true to your brand’s voice.

2. Stay true to your brand

Your message involves more than information. How your message is perceived is influenced by tone, style, images, timing, and the format and channel in which it’s delivered. Each component has to be carefully considered in terms of both what it says and what it implies about your product, your company and your brand. And whether your communications team is one person or dozens, speaking with a consistent voice is crucial to developing and maintaining your brand’s character and personality.

3. Be wary of topical issues and trending hashtags

You see the hashtags trending for the latest headline or big news event and it’s tempting to jump on the trend. But stop and ask yourself if it makes sense in relation to your brand. If it’s apparent that you’re just trying to co-opt a hashtag or trend that has nothing to do with you, the trolls will pounce.

4. Cultivate a faithful customer base

Personal endorsements are powerful. As your customer base builds, regularly reach out to fans to reinforce their commitment to your brand. Your appreciation for them will result in continued loyalty to you, which can mean spreading your brand message to family, friends, coworkers and more. Beyond the support they offer in good times, these people will be your brand ambassadors if times get tough, coming to your company's defense or offering positive reviews.
While we can’t control the conversations going on in so many channels, we can lead them, participate in them and react quickly when needed. And if we take a minute to think like the trolls, we can avoid feeding them.

Super Bowl 50
An image of a football player

This year’s Super Bowl sponsors include some first-timers and many of the usual suspects paying anywhere from $4.6 million to just over $5 million for a 30-second spot. Avocados from Mexico will be back with a follow-up to its surprise hit from last year. For Budweiser, the adorable puppies are out but the iconic Clydesdales will be back. Doritos once again invites contestants to “Crash the Super Bowl” for the tenth and final time. Snickers will be back following its popular Brady Bunch-themed ad from last year. New sponsors include SunTrust Banks, Colgate and PayPal. LG Electronics is also new to the game, but the producer of its ad isn’t. The spot will be created by Ridley Scott, director of the legendary Apple “1984” commercial. Former sponsors sitting this one out will be a couple of companies whose previous spots have been controversial – Go Daddy and Nationwide.

Have a Heart
An image Have a Heart Food Drive

The annual “Have a Heart” food drive for the Minot Area Homeless Coalition kicks off February 1st. Donations can be dropped off throughout February at our Minot office at 21 Main Street South, Suite 101. “This event is so important for restocking pantries and helping individuals and families in need in the Minot area,” says account service specialist Rhonda Jensen. Suggested donations include non-perishable foods such as canned goods, rice, pasta, beans, cereal, peanut butter, tuna and other canned meats, and personal hygiene or cleaning supplies such as diapers, soap, shampoo and conditioner, toilet paper, paper towels and laundry detergent.

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