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This is the report that aims the marketing theory of topic virtual brand fests. It is the technique that is used to add excitement in the minds of customers and to attract the people towards their product. In order to organize a fest the brand needs a group of people that would spread the awareness about the fests using one or other way through the internet. Brand owners set several communities that would spread the awareness about the events so that more number of customers will get to know about the product of the brand. This article has described how virtual brand fests relate to the company called Pepsi. These brand communities contribute their efforts in creating brand awareness and organize events based on the new announcements of the products. It also keeps the company updated in the social media. Brand fests with the help of community cover the border of users of a brand from every angle that will ally with each other. . The community mainly creates several brand fests and events to build and maintain good relationship with the customers This will help in strengthening the core of the relation. The report contains all secondary information that is collected from various sources like academic and non-academic references.
Assembling the virtual brand fests
Virtual brand fests are fest that takes place in technical way. They are Cheap and increasing significantly. A few experts trust that the objective of web based marking is to have buyers consistently perceive a brand. Virtual branding additionally includes online networking communication and joining. They repeatedly pop up the ads that contain the content of the company, are one of the methods of social branding. Theoretically, the simple term is online branding that is done with the help of using World Wide Web that creates a different genre of branding. This is the most effective process of marketing in today’s world of digital advertising. Development of internet and technologies made the virtual brand fest more effective. Many companies have their own websites and an online channel which include their search engine, online press release, Q&A sessions, pop up ads, online marketplace which helps to drive their platform to advanced level. This method will help the consumers to get awareness and to connect easily and therefore, building a strong relation. With the help of internet, the organization can setup several brand fests and can connect with the customers globally. They can reach to their customers easily. As per today’s trends, people are more into the internet and they have become a constant user of internet. People of different age groups surf and explore on the internet and it is increasing day by day. Conducting Brand fests would help creating loyal customers and attract the new ones. The brand name easily spreads and lot of customer will be aware of the brand. Virtual advertising includes several social media platforms such as YouTube, Facebook, twitter, Instagram, LinkedIn. Companies conduct fests in their social networking media platforms which keep updating the followers about the developments and initiatives made by them related to the brand. The media platform help the people or the followers to keep updated about the product such as new product launches, brand promotion events, services etc. The key is to provide a targeted and shareable content regularly on relevant networks and social media is the one platform which can help achieve it. This will engage the customers in communicating and interacting queries about the product and will create a presence of the brand in a positive manner. However, it is not necessary that one can reach to the companies all time that is why the brand develops the brand community with the help of internet. This community plays a role of a mediator, which would probably help with the simple queries and spread the awareness of the latest launch events and promotional events. For that, potential customers are recognized thoroughly and a trusted group is created to advertise the product. People would access the community page and be aware about the updates of the product. Conducting brand fests will enable to gather more information about customers, as they share their views, therefore the brand can match the pattern of the product as per the needs and requirements of the customers.
Role of community in virtual brand fests
The term community, in short is the group of people that enhances the core relation between the customers. These groups work on developing the brand name and coordinate with the users of the product of brand. In other terms it is the easy way to advertise about the brand and to gain the loyal customers. Community helps the brand to develop their platforms, therefore a small company will no longer be small after it will gain the trust of community. There is a direct relationship between the community and brand name. More the number of users, more will be their profits and trust on brand. Brand community has built a separate platform in between other advertisement and marketing agencies. Having a strong and loyal brand community can turn a small brand into a success if it is encouraged and appreciated properly. The company will able to know about their reach and growth with the help of these communities. Brand community aids in identifying the customers requirements which may be their complaints or queries regarding the updates, thus fulfilling it and creating customer satisfaction and trust.. As we all know what is the role of community, the main thing is how to build the community. Initial part is to understand the customers and audience and their potential. The product which is launched has to be reached in every hand, even though advertisement publish about the product, it is not necessary that it would spread globally. In today’s world social media plays a major role in virtual advertising.
As the coin has two faces this process also has other ethical issue. The users of the internet are vast in numbers that will lead the brand to face challenging issues. At times, the system would be overloaded by information and some people may not be able to understand and create lots of confusion. The comments and reviews of each and every customer cannot not be attended and reviewed. In order to damage the brand name the anti-brand communities will do negative and fake comments with fake profiles. The new users or the person who does not have much knowledge about the brand will get a negative impression. Adding to this, those who want to diminish the brand image would opt for irrational activities like spreading wrong information, sharing bad ratings. Some would also try paying someone to post negative comments (to diminish brand value) as well as positive ones (to increase the brand value).
Relation to pepsi (how does it apply)
Pepsi is the largest beverage company. Pepsi does this virtual events in more innovative way. In 2015 Pepsi was ranked 5 in top 10 innovative brands, and in 2016 they achieved rank 4. Pepsi does many live concerts and events that they stream live in YouTube, twitter and Facebook. In 2012 Pepsi and Billboard were partnered and organized a summer concert series with tribute of Michael Jackson. They organized this event in three series that is in month of June, July and August on cities like Los Angeles, Nashville and New York. To make this event grant they celebrated the 25th anniversary of Michael Jackson’s Bad album at Gotham hall on august 29 2012. The celebration was hit. In 1983 the brand sponsored the event called Bad tour and that was the first campaign of Pepsi with Jackson clan. Promotion of the event was spreading via radio and social media. There were many guests live there and also the event was live streaming in twitter and Facebook so that fans from different places could enjoy the performance of various artist like Ne-Yo, Melanie Fiona, Swizz Beatz, and DJ Cassidy. Pepsi also organized seminar event called “Refresh Project” in six different cities in favor of the customers and community in order to improve their community and world. In this event they mainly focused on students, in order to attract more students they invited celebrities in each events, and they shared their views about this seminar. Another amazing and innovative thing they have done is, they partnered with Google and created a virtual reality experience. They has driven the customers back to future through virtual reality. They made the pop up events and they made that available in websites, which will help the customers at their own place with their VR sets. Besides this, the CEO of Pepsi conduct Q&A sessions, which they stream live and the customers can post their personal comments and reviews. Every launch events organized by Pepsi are live streamed. There is also one method they use as their marketing strategy that is they create pop up ads where in one click, a new webpage will open in which it contains the contents of the brand and type of quiz, where the customer will get rewards like gift cards, vouchers or discounts.
From above mentioned details I would like draw a conclusion that the virtual brand fests are the most effective marketing strategy, this will definitely help in achieving the goals of the organization and the probability of increasing number of customers would also drive into an amazing level. It has a global reach and a brand would get a mass appeal. It helps in reaching out to a wider range of potential and targeted customers. It will help in attracting customers, the customer would be able to engage with brand updates and interact with company easily. It would help getting better response rate and increase brand awareness.
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