OMR 2019: Soheil Dastyari auf der Deep Dive Stage © Sarah Bischoff/Hamburg News

CEO of Territory reveals 9 relationship tips for brands

Soheil Dastyari, CEO of Territory, reveals tips for dynamic people and brand relationships

The Online Marketing Rockstars attracted over 52,000 decision-makers and experts from the digital and marketing scene to the Hamburg exhibition halls from May 7-8, 2019. More than 400 exhibitors, 300 speakers, three stages, a conference, master classes, guided tours and side events made for a marvellous festival. The exhibitors and speakers included many Hamburg-based digital companies such as the career network Xing, the Otto Group Media GmbH, the Parship Group and the content marketing agency Territory, a subsidiary of the Hamburg-based publishing house Gruner + Jahr. Hamburg News also reported from the festival. One of the many highlights was a live seminar given by Soheil Dastyari, CEO of Territory, who revealed his nine ultimate tips for people-brand relationships on the Deep Dive Stage.

Nine tips for brands

  • Common themes instead of messages*.
    Your territory: people are interested in content, not messages. “We think in terms of topics and territories that a brand can set,” said Dastyari, the brain behind the Hamburg-based content marketing agency.
  • Don’t be everywhere. Be there.*
    Service as content: content does not fulfil an end in itself, but rather should have a benefit – and offer a service.
  • Let others speak about you*
    Telling a story: “Let others tell their story,” said Dastyari. The story and the experiences told by someone else tell something about the brand itself.
  • Be yourself*
    Real effect: companies should not overstate their brand. Real people should have their say, e.g. the employees, who play a key role in shaping the brand.
  • Show attitude and have something to say*
    Relevance first instead of attention. It is important to develop a credible attitude to issues.
  • There’s always an occasion*
    Occasion marketing: companies should not just plunge into ordinary communication, but set highlights. The search for relevant social events is becoming increasingly important for communication.
  • You are not alone*
    Team up: the future of influencer marketing is no longer in the reach only, but will be theme-driven with so-called micro-influencers. “We believe that influencers will become increasingly important for brands and will become brand ambassadors over time,” Dastyari said.
  • Finish things*
    No half measures: how does a brand remain capable of dialogue? A holistic perspective on communication is essential. Campaigning and content communication should be linked.
  • Surprise your partner*
    Ideas matter. The golden rule is questioning oneself instead of falling into a pattern. A brand needs room to manoeuvre so that creativity can unfold.
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