Long gone are the days of traditional media and controlling how, where and when a consumer receives messaging. Whether they are an institutional brand like Coca Cola or a boutique brand like BJ Penn (UFC mixed martial arts fighter), businesses are daily fighting the battle for relevancy with their core consumers. In a Web 2.0 world searching for core customers and keeping their attention is akin to herding cats.
The good news is that there are brands like Qmania positioned to help businesses make the transition. Let's take the cult-status MMA fighter BJ Penn, for example. He knows fighting, as his fans and RVCA loyalists can attest. But, how does he reach those fans in cyberspace in a way that makes sense to how they are using the Internet? That's where Qmania comes in.
Now, a boutique brand like BJ Penn is rewarding his loyal fans with secret information, special events, exclusive announcements and discounts on his products all from his Qmania profile. He can also create a separate profile for his upcoming project that has the MMA and Hawaiian worlds abuzz: The Live Like a Champion Project.
Similar to a Myspace page, the BJ Penn Qmania page shares information. The caveat is that the information has to be in a "deal format". Qmania doesn't serve-up announcements like a Myspace or Facebook. It takes it a step further by requiring brands to reward their consumers and encourage them (the consumer) to share these exclusive deals and information to their favorite social media and networking websites with the click of a button.
This is an illustration of another key change in how marketing is perceived by consumers. Like in the days when network television dominated people's lives, consumers are saying once again, "Hey, you can't just market to me because you want to. What's in it for me? What are you going to give me in return for me allowing you to market to me?" Once a brand accepts this mode of thinking, the sky is the limit. All they have to do is give a little to get a lot. This is how Qmania steps in and ads tremendous value to not only the brand, but to the consumer. It's a win-win.