Comcast's Brand Building Towers Over Others
March 20, 2014
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When it comes to getting a company's name into the minds of consumers, there are strategies other than traditional advertising. Communications giant Comcast is already a pretty big name, but the company is now constructing a new office in Philadelphia that will be the city's tallest building.
Comcast's new 59 story office will be located in downtown Philadelphia, just west of City Hall and a stone's throw from major highways. Buildings like this mean jobs, a boost to the local economy, and a space for Comcast to grow and pursue new objectives. And this type of brand building strategy is an impressive big picture move by Comcast for a number of reasons, creating buzz on social media and starting a conversation with the brand at the center.
The Social Media and Business Value of Skyscrapers
Companies that want more visibility and brand prominence will often use search engine optimization and other strategies to get visibility on the Internet, and make ad buys in other media such as television or radio. But when a business invests in something new and exciting, a lot of the same kinds of publicity happen on their own.
Some of the biggest companies generate a lot of natural media attention by doing something big from a business perspective instead of trying to buy extensive coverage of existing operations. By announcing plans for a record breaking building in the middle of downtown Philadelphia, Comcast has made headlines nationally in a way the company could never have done with a simple advertising spend.
The real, tangible social media impact here isn't hard to see. For example, one instance of the story posted on an ABC affiliate site drew 2,731 Facebook recommendations, 11 Google+ shares and 169 Tweets. Couple that with the number of online and network outlets that passed this bit of news along on social media. The New York Times also shared the story online, and while its social media rates are opaque to viewers, a reasonable estimate would be well into the tens of thousands. Even smaller appearances such as one in Business Journals garnered a few LinkedIn shares.
Other kinds of exposure come from posts like this one at the Philadelphia Real Estate blog, where it's clear that the central news spills out from big platforms such as Facebook and Twitter into smaller tributaries of the blogosphere.
Business students should keep an eye on these ideas because they can really make a difference in an overall corporate plan. Career professionals who understand not only the standard marketing strategies but also unusual or innovative marketing strategies are poised to do well in a new business world in which big ideas often provide the necessary support for actual core operations such as selling products or providing services in competitive markets.
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