Creative Ways To Engage Consumers and Move Them To Take Action
“Consumer engagement is one of those terms-of-the-moment in marketing to which marketers apply a variety of meanings,” says John Brand, senior director of marketing and public relations at St. Luke’s University Health Network. He says his organization defines “engagement” as “compelling consumers to take action on behalf of our brand, primarily in social spaces.”
Brand says that, over the past five months, St. Luke’s has “initiated two unique consumer engagement initiatives in the social media spaces aimed at consumer participation, which have performed measurably well.
“The inspiration for these initiatives came from the ALS Ice Bucket Challenge, which quite frankly floored me. It asked people in the Facebook space to record themselves dumping ice water on their heads, upload that video to their feeds, and then challenge friends to join the effort. As we all know, the concept helped raise millions for ALS research,” Brand says.
For more on the St. Luke’s campaign, and how you can apply the strategies behind the ALS ice bucket challenge to the work you do at your organization, read the full story now:
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