w: C.C. Chapman

Buying Brand Loyalty Is Very Expensive

brandloyalty

The Internet is still buzzing about Ellen’s Samsung Selfie during the Academy Awards.

I remember laughing as I watched it and thinking how smart of a marketing move from Samsung it was to pay for product placement on such a big stage. Ellen’s approach to hosting and understanding of social media made it feel more natural than it might have with a different host.

Of course, if you read marketing and advertising sites like I do than you are also seeing all the conversations about how she might have used that phone on camera, but all of her off camera photos were taken and posted with her iPhone.

This shouldn’t shock anyone because buying anyone’s brand loyalty is almost impossible to do and if you do want to do it the price is extremely expensive.

Recently I was having this conversation over breakfast with several other photographers. We discussed how camera and phone manufacturers send us products to review all the time in the hopes that we’ll use their products.

In many cases we might get involved with an influencer program that might involve going to an event or agreeing to use their product on a semi-regular basis.

But, at the end of the day we all agreed that unless there is a signed contract with compensation in place we are going to shoot with whatever we want to.

Looking around my office right now I can see a variety of products. Some I have bought and others have been given to me. On any given day I might use any of them, but the decision is going to be mine.

If I was paid by a brand to only use their products and part of the agreement was that I couldn’t use competitors than that would be a very expensive contract for whoever wanted me to sign that.

Of course, it was a product that I already used and loved it would be a completely different conversation.

Humans are going to use the products that they like and know. It really is that simple.

Everything has a price, but brand loyalty might be one of the most expensive things going.

 

362 words

12 responses

  • March 7, 2014

    But if I knew you were bought and paid for in your endorsement of a particular camera, would that water down the recommendation or would it be like any other celebrity endorsement? Are the rules different because you are from the social media world rather than the traditional media world? Are our expectations different for social media than they are for traditional media?

    • March 7, 2014

      All good points and if someone is paid I certainly wonder if they believe what they are saying or not.

      I’d like to think that I’d never accept payment for something I didn’t really believe in, but who knows. Everyone has a price right?


  • by Guest
    March 7, 2014

    Ha! I think is was Dave Slusher who said, there’s no such thing as selling out, just selling out too cheaply 🙂


  • by Neil Tsubota
    March 8, 2014

    When ever anyone says to me, “…your price is higher than, ABC Company’s,…I always respond that ‘my company’ is NOT in a race to the bottom… (look at what Walmart has done to the local economy in the areas they have built new stores. Usually, it is at a “price”, of lower hourly wages, fewer ‘choices’, and a high tax burden on the local economy.) I will get off my soap box now.


  • by Valerie Jardin
    March 13, 2014

    I couldn’t agree more!!!


  • by lucrecer
    March 13, 2014

    Truth! And so well said, my friend.

  • March 26, 2014

    Great post CC. As someone who is sent a lot of gear to test and provide detailed feedback upon, this is especially challenging. My thinking goes like this: I never agree to review or publish content based upon receiving freebies, and I only endorse products that I use or would recommend others to use and always with full disclosure. I’m always willing to return gear.

    It takes a lot of work (and time) to establish a reputation with your audience, there’s no chance I’m going to jeopardize that by supporting brands that just happen to send me samples. That’s sponsored content plain and simple. Free gear is payment however you look at it and how much weight do you put on a recommendation by someone who is getting paid to like something?

    • March 26, 2014

      EXACTLY.

      My rule has always been that I’m going to share the good and the bad for any product. I tell that to brands going in.

      Thankfully MOST have realized by this point that giving someone something doesn’t equal an instant good review. In the early days it was harder to explain this to brands.

      Any of us who have been working in this world for a while and built up a reputation are not going to sacrifice it for a gadget or gift card.

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C.C. Chapman

Bio

Sketch of C.C. Chapman by Hey Instigator!There are many aspects OF who I am and what I do. Putting together THIS PAGE is one of my least favorite things to write, because talking about myself is not my idea of a fun time.

When asked what I do my current answer is, “I create, teach and motivate people to do more good in the world.”

Of course, that doesn’t cover all that I work on professionally and personally, so that is why I created this page.

Official bios and head shots can be found below.

Who is C.C. Chapman? I’m a…

Marketing Consultant

With over twenty years of marketing, online media and community building experience I have the skills and experience to help your organization no matter the size. Previous clients have included The Coca-Cola Company, American Eagle Outfitters and HBO.

I focus on social good/impact marketing, content marketing and brand strategy. My favorite clients are NGOs, nonprofits or brands looking to make a difference in the world.

Feel free to double check my credentials on LinkedIn.

Writer

I’m constantly writing and always working on my next book. You may have read some of my published works including Amazing Things Will Happen, Content Rules or 101 Steps to Making Video Like a Pro.

Freelance writing or citizen reporting assignments excite me.

Photographer

If I had to choose a style, I’d say my photos are a mix of documentary, travel and lifestyle photography. While I may not enjoy taking head shots, I love to shoot faces. I rarely go anywhere without a camera in my hand and I’ve been fortunate to see my photos on the pages of Rolling Stone and The Wall Street Journal.

I’m currently shooting with a Samsung NX1 and a Chroma 4k Drone.

My photos can be found on Instagram, Flickr and 500px.

Keynote Speaker

I’m happiest when on stage educating and inspiring an audience of any size, anywhere in the world.

I have spoken at everything from large international events, corporate retreats and at special gatherings of unique individuals. If you need someone who will inspire, educate and entertain your audience I’d love to chat.

Advocate & Volunteer

I believe in using my skills, time and voice to champion causes that are important to me. I’m especially interested in anything military, dogs or children focused.

I’m currently the President of the Board at Wediko, a member of the ONE Girls & Women Advisory Board, serve on the board of The Hockey Foundation and recently joined the No Kid Hungry Social Council.

Teacher

I’ve developed and taught courses for Lynda.com, CreativeLive and Treehouse. I’m also an Adjunct Professor of Marketing at Bentley University and hoping to do more teaching in the future.

 

On top of all that I’m a proud life long New Englander who was born and raised in New Hampshire, but now resides outside of Boston.

I married my high school sweetheart, have two amazing kids and love being a dad.

I’ve been online since 1989, began blogging in 2002 and podcasting in 2004.

Previous endeavors I created include Accident Hash, Passion Hit TV, Digital Dads and The Advance Guard.

Tattoos, travel and the outdoors turn me on. There are fewer things more perfect than a well done cocktail, a delicious meal or live art of any sort. I love my GORUCK, Field Notes and am a proud Misfit.

To understand me is to understand that I try to live a purposeful life every day that is full of adventure, love and making the world around me a better place for all.


Official Bio

C.C. Chapman describes himself as a New England raised storyteller, explorer and humanitarian. Others have described him as a thought leader in the online marketing space, a grounded futurist and one the nicest guy on the Internet. Over the years of his career he has worked with a variety of clients including Nike, HBO, American Eagle Outfitters, ONE, Verizon FiOS and The Coca-Cola Company.

He is the co-author of the International bestseller Content Rules and is also the author of Amazing Things Will Happen. He travels the world speaking in front of  audiences to do more in the world and how to understand content marketing better.  C.C. has taught classes for Lynda.com, CreativeLive and now as an adjunct professor at Bentley University (where he also graduated from).

C.C. is an advocate who speaks about building passionate communities and the strategic values of content-based marketing. He is a Samsung Imagelogger, the original ONE Dad and a UN Foundation Social Good Fellow. As a storyteller for hire, his work has appeared on the pages of Rolling Stone and The Wall Street Journal.

C.C. serves as the Chairman of the Board at Wediko and serves on the board of The Hockey Foundation. He happily lives in the woods outside of Boston with his loving family. Find out more at CC-Chapman.com

 

Fun Bio

You’d be hard-pressed to find a more multi-faceted or enthusiastic creative/strategic partner in the marketing and content creation fields. This greatly hails from C.C.’s unstoppable combination of marketing experience and savvy (which a great many professionals claim to have), and incalculably valuable “on the ground” knowledge and insight as an influential content creator himself (which a great many professionals do not). The result is a best-of-both-worlds mashup of marketing expertise.

C.C. Chapman sports the pro cred to be a talker (working closely with such clients as American Eagle Outfitters, Coca-Cola, HBO and Warner Bros.), and the passion and gumption to be a doer (creating content for the emerging Online Dad market, marketing professionals, music fans and more). He’s helped create, manage and execute ambitious online and offline marketing campaigns for startups and multinationals — and has the invaluable good sense to know which outreach strategies work with audiences, and which ones fall flat.

He authoritatively speaks your language. He speaks your CMO’s language. Most important, he’s fluent in your market’s language. It’s a killer double-chocolate-and-peanut-butter combination. Contact C.C. to learn how he can help your organization achieve its business goals. There’s even more to know about C.C. Chapman, if you want to read it — and you should. C.C.’s skills are an embarrassment of riches.

 

Head Shots

CC-Chapman-Cubelean     CC-AYASummit

CC Chapman Headshot Vertical    CC-armscrossed

DISCLOSURES

I’m involved with a lot of organizations and clients. I believe in being completely transparent and open about everything I’m working on. I’ll do my best to keep this updated and of course will clearly disclose relationships in any post that require them.

I am open to being pitched and invited on press trips.

Companies do send me items in the hopes that I will review it or share with my community. If you send me something it does not guarantee a review.

With that in mind, my mailing address is:

9 C Medway Road #117
Milford, MA
01757

Current relationships include:

  • Verizon FiOS provides me with service in exchange for a monthly post on technology of my choosing
  • Member of the Verizon Wireless VZWBuzz Influencer Team which means I receive electronics to review and experiences to take part in.

 

Affiliate links are used whenever they are available when linking to products of any sort.

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