• Brands must focus on providing something to the customers that helps them communicate the brand message successfully. 
• It’s a subtle way of communicating and engaging the audience and flips the traditional marketing script. 

The core of the “Facilitate Audience Communication” marketing strategy is to subtly build lasting relationships with potential customers and offer them value. This phenomenon does not directly promote your product or service but uses subtle and non-traditional ways to get your brand message across and help establish yourself as a helpful resource

The main aspects of this marketing strategy revolve around shifting the audience’s focus by providing them with something informative and valuable instead of bombarding them with sales messages. This helps create a more positive initial and lasting interaction. When a brand provides genuine value, it connects with customers on a deeper level and can foster trust and loyalty. 

Marketers must focus on that “something” that can subtly reflect the brand’s personality, values, and expertise, as this can leave a positive impression on the recipient. By using this strategy, brands can increase awareness, build trust and credibility, and improve brand perception. 

How Does Mountain Dew Subtly & Successfully Use a “Facilitate Audience Communication” Marketing Strategy? 

PepsiCo’s soft drink brand Mountain Dew is popular in America and other countries, and the beverage giant wanted to target a younger audience with Mountain Dew. Marketers soon understood that their target audience is notoriously under-consumers of media such as magazines and newspapers, so they opted for a different approach.

Leveraging the Buzz Around Pager Device 

In the late 1990s and early 2000s, pagers were becoming a popular mode of communication, and everybody wanted to own one. Pepsico spotted an opportunity and hit on the idea of running sales promotions allowing teenagers to buy a pager at a heavily discounted price if they sent ten Mountain Dew bottle caps to the company.

The promotion was a great success in boosting Mountain Dew sales and put PepsiCo in a position to have millions of its target audience carry a dedicated communication device. Eventually, they were able to easily send promotional messages to the entire group at minimal cost. 

Interestingly, the cost of pagers was at most $20 customers paid to get them. The strategy was a prime example of self-liquidating sales promotions as the promotions paid for themselves, which is a great marketing technique. PepsiCo capitalized on giving the audience something that helped them communicate the brand message by providing pagers. 

Establishing the Emotional Connection & Focusing on Active Lifestyle

Mountain Dew’s tagline, “Do the Dew”, is a subtle call to action (CTA) that helps establish an emotional connection between younger and adventurous individuals. In India, the tagline is “Dar Ke Aage Jeet Hai”, & both taglines encourage the desire to push boundaries, embrace challenges and live life to the fullest. 

This emotional connection goes beyond the drink itself and has made Mountain Dew a companion for adventurous individuals. Moreover, the campaign fosters a community around the brand, and their “fan engagement team” focuses on iterating with online content creators and fans. This two-way communication allows the brand to resonate with their interests. 

Mountain Dew’s marketing strategy goes beyond commercials and billboards. They have successfully created interactive online experiences, games, and even mobile apps that allow consumers to engage with the brand in a fun and memorable way. These interactive elements entertain the audience and reinforce the brand message like traditional advertising does not. 

In conclusion, Mountain Dew first successfully used the buzz around Pagers in the early 2000s, and when technology progressed, it used other measures to facilitate audience communication. Their approach helped them foster brand awareness and loyalty and made Mountain Dew more than just a sugary beverage—it became a symbol of a particular way of life. 

What is the “Facilitate Audience Communication” Marketing Strategy? 

The “Give People Something that Helps You Communicate Your Brand” marketing strategy involves establishing a connection with potential customers and offering them something valuable. However, it should be noted that this “something” isn’t a direct promotion of your product or service but rather a tool or resource capable of subtly reinforcing the brand identity and building trust.

Understanding The Core Concept

Traditional marketing is notorious for bombarding people with messages trying to influence them into buying something. In comparison, the “Give People Something that Helps you to Communicate your Brand to them” marketing strategy flips the script. Instead of shouting “Buy me”, the campaign offers something helpful and exciting. 

When a brand works on providing genuine value, it can establish a connection with potential customers. They appreciate these helpful resources and understand that the company isn’t just trying to sell products and services. Brands should incorporate subtle brand communication that reflects brand values, personality, and expertise. 

What’s that “Something” Marketers Can Provide?

As mentioned, if brands provide “something” that provides value and enhances brand loyalty and trust, there are multiple examples of what brands can provide. They can give free informational Ebooks or Guides, which can offer content relevant to their industry and capable of educating consumers and positioning the brand as a thought leader. 

Other options include free tools or templates, which help the target audience with tasks related to better understanding and usage of the product or service. Interactive quizzes and assignments can engage the audience and provide them with valuable information, subtly showcasing brand expertise. Webinars and workshops can also facilitate similar outcomes. 

How to Make this Strategy Work? 

Before implementing this strategy, brands must know their audience and tailor their “something” to address ideal customers’ specific needs and interests. Marketers must ensure that what they offer is valuable, informative, and well-made. The message and strategy should facilitate seamless brand integration, which can be achieved by subtly weaving the message with brand identity and overall tone of voice.

While the focus is not direct promotion, it should still include subtle placement of a Call-to-Action (CTA), encouraging users to learn more about the brand or product. This CTA could be a link to the website, a free trial offer, an invitation to subscribe to your offerings, etc. All these methods can be used to make the strategy work, providing multiple benefits. 

Pros and Cons of “Facilitating Audience Communication” Marketing Strategy

Like every other marketing strategy, this strategy has pros and cons, as discussed below. 

Pros

When a brand offers valuable resources for free, it can position itself as an expert in your field. People are more likely to trust and do business with a company they find knowledgeable and helpful, which builds trust and credibility.

Providing something valuable for free makes people receptive to the brand image and increases brand awareness. The “something” can also be a great way to capture leads, and including CTAs can significantly help. Implementing this strategy increases word-of-mouth marketing, which can eventually be incredibly cost-effective. 

Cons

Developing high-quality content like ebooks, tools, webinars, etc., requires time, effort, and resources. Marketers must understand that just facilitating audience communication does not guarantee that it will reach an ideal customer. Marketers must ensure that the content is targeted towards the right audience and capable of effectively communicating the brand message.

This strategy focuses on building relationships and trust rather than making immediate sales. Hence, it takes a significantly longer time to see the return on investment. It might be better to attract people who are a good fit for a product or service. Many companies use this strategy, which can take much work to stand out. 
In conclusion, the “Give People Something that Helps You Communicate Your Brand to Them” marketing strategy can be a powerful marketing tool with multiple benefits. It can help communicate your brand message to the target audience subtly yet effectively. It is done by offering genuine value, building relationships, establishing trust, and ultimately, sales and brand loyalty.