Rubbermaid Hones Social Media To Engage Consumers

MARKETINGPROFS — A short, recent article in Media Post demonstrates one way social media can be used for brand building. Needless to say, SM has got to fit in with an overall marketing strategy. Strategy first, tactics next, right? The goal: To gain more sales volume, brand equity and good will among consumers. The social media tactic: Asking customers to guide product design. The article: "Rubbermaid Taps Customers for Feedback" demonstrates how this approach can pay handsome dividends. It seems these days many consumer product companies are inviting input for product development from a number of sources: inventors, product engineers, designers as well as end users. It also seems results are a mixed bag: some companies have been quite successful while others haven’t been...