January 16, 2013
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“Driving a Brand Social Media Community..”

by bryansmeltzer in Branding , Marketing , Product Innovation 0 comments


Building, Driving and Growing your Brand’s Social Media Community is the latest marketing initiative. As important as this may be, you have to ensure, as we have always discussed, is it “right” for the Brand. In other words, “what is your goal” for engaging your audience….Is it merely to say you have a Social Media Engine, or is it to Drive a very specific strategy that engages with your “core” long term.

As with most brands this is new territory, and it seems nobody really knows what the “rules” are as of yet. As a result, they experiment with a  “trial by fire” approach. Meaning let’s “fire away”, and see if anything sticks… vs having a very specific goal of what you are trying to achieve with a focused effort. Better to focus on something specific that grows through an “integrated” strategy.. vs building something for the sake of saying you are doing something.

Brands that take into account their brand “bloodlines”, understand their “core”, develop a  Social Media engagement strategy that continues “authenticate” through these two “lifelines” will grow and thrive in this environment. Again, just as with all marketing strategies, brand positioning and engagement, virtually or otherwise, stay “true” to who you are, find something interesting to say and they will find you.

However, as with most marketing investments, you will need to invest to find, build and grow your Social Community through partnering with the “Big Dogs”  (Facebook, Google, etc.). Once you have defined your goal for building your “Community”, then you will need to build up the numbers to determine your investment to achieve this growth. 

Always stay “True” to your Brand Bloodlines..
Always look to “Drive” a Social Community similar to brand Demo..
Always engage “Authentically” once they are in your “Community”..

Enjoy the Ride !
Bryan Smeltzer


“Product Innovation & Marketing Success Blog..” 



The author

I have a passion for living balanced life and a strong faith...each equally important for thriving and excelling…I love crushing mountain bike trails, exploring and finding ways to grow beyond the “status quo”. I am a dedicated, innovation driven team leader with a passion for establishing a disruptive vision and executing a market dominating strategy… Our industry has always been about creating innovative, market driving solutions that enhance performance or provide for a better life beyond sport. It has also been about culture, fit and passion for the brand. When these foundational pillars are removed, the brand starts to crumble. Being part of an industry that bridges talent between product creation, marketing, sales, finance and operations is formula for success, because every function is about building a foundational performance brand. It’s galvanizing when elite athletes wear and endorse our creations, but the real strength is leading the teams that combine their creative forces and technical expertise to make the engine roar. I am always passionate for defining and leading the next industry revolution… Extensive executive level experience across globally recognized brands, each number one in their respective  markets, along with having founded and successfully sold my own branded apparel company. Whether establishing new product lines, building global marketing strategies, leading design/development teams, I have a passion for building and growing brands.  Some examples; • Built Zamst from start up to achieving nationwide North American distribution, and 845% revenue growth over a 3 1/2 year period. • With Gathering Storm, grew TaylorMade/adidas Golf Accessories from $11M to $48M over 3 years. • K-Swiss, global executive management of $38M in international licensee’s and domestic apparel/accessories division. • OAKLEY, built and successfully developed “Athletic Division” NCAA licensed team eyewear/apparel product lines achieving $1.4M in initial season.


The Visionary Brand
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