By Robert Wheatley

Taking advantage of Internet engagement opportunity

In our last post we talked about the emergence of a new media channel we call Pull Media. The basic premise: to make brand communications both discoverable and sought-after by its primary target.

Whatever challenges Sears may be experiencing in its retail strategies their brand portfolio includes some of the strongest, most respected badges in America — especially Craftsman tools. A newly constructed web platform called Garage of Knowledge captures some of the essence of Pull Media strategy. When brands become an aggregator and repository of knowledge and useful information for their users, engagement and “permission” to secure a consumer-brand relationship is enabled.

Let’s go one step deeper into understanding how this works: People who are passionate about an activity or interest have a desire to learn more, become more competent, and to express their new-found knowledge in creative ways. The payoff is an emotional takeaway that encompasses things such as satisfaction, pride, respect – happiness with better outcomes and accomplishments. Any educator will tell you the way human beings learn is by taking small steps that build on steps already known or practiced.