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Drillteam is a brand innovation company which follows a 2.0 approach to engaging consumers.
Our sweet spot: the hyper-mediated, time-shifting, ad-skipping, lean-forward consumer.
Our expertise: moving beyond the 1.0 model of broadcasting a singular message to 2.0 engagement. We interact directly with these influential consumers to co-create your brand.
Social networks. Blogs. Web 2.0. Word of mouth. Influencers. Live event activation. Brand ambassador networks. Online Collaboration Tools. Engagement. Relevance. It’s all connected through a mindset of interactivity and consumer control. This 2.0 world requires something more than new tactics. It requires a new approach. A new process.
That approach is what we call collaboration. You want some help navigating? Good. That’s what we do.
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Finding Influencers at the Workplace |
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Drillteam has had tremendous success building brand ambassador activations around workplace activities, confirmed by the results of BIGresearch studying media and shopping behavior at work. "Word-of-mouth is highly influential on purchases made by at-work consumers, with 95.6% indicating they regularly or occasionally give advice to their peers about products and services, and 92.9% indicating they also seek advice from peers before making purchases."
What we've found, however, that you cannot just invade company turf without permission. Unwelcome advertising, digital or even sophisticated engagement tactics, will be quickly ignored if they do not support the existing social and cultural dynamics of the workplace. BIGresearch reports that we spend 60% of our waking hours at work as Americans, which means that we have developed sophisticated social networks inside the workplace.
So how do you target this captive audience "on their own beige-carpeted turf"? The answer: don't treat them as a captive audience. With each ambassador, we co-create an engagement concept that works for that ambassador, and fits the cultural dynamics for their particular company. As a case in point, our Saucony Originals Office Team Tournament launched yesterday with a whiffle ball competition in Chicago and New York. This series of office competitions pits offices large and small against each other in not-so competitive activities. Keep in touch over the summer to see how the teams progress.
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