Chapter 14. How to Integrate Social Media into Your Marketing Plan

WHAT DO GEICO AND THE SHANE COMPANY HAVE IN COMMON? THEY’RE ALL WELL-KNOWN BRANDS THAT HAVE MADE THEIR MARK WITH CLEVER, CATCHY ADVERTISEMENTS. BUT THEY ALSO SHARE A LESS FLATTERING ACCOLADE THAT BINDS THEM TOGETHER: THEY HAVE LARGELY FAILED TO INTEGRATE THEIR COMMUNICATIONS CAMPAIGNS WITH STRONG, LONG-LASTING BRAND MESSAGES THAT RESONATE WITH CUSTOMERS OVER TIME.

Tom Shane’s commercial narrations for The Shane Company, his chain of jewelry stores, left people wondering whether the brand could truly deliver on its promise to be their “friend in the diamond business.” It wasn’t until people actually went to the stores that they believed the premise: a store full of friendly, knowledgeable salespeople selling one-of-a-kind pieces at a good value. If you just relied on Tom’s voice, you might not even wander into a store. And that’s perhaps one of the reasons the company filed for bankruptcy protection.