Wednesday, April 20, 2011
Every once in a while we get the opportunity to see other folks in our business present themselves to prospective clients. We see this as a great opportunity to learn and improve. We recently encountered a competitor presenting themselves in a unique way: By making their approach, process and deliverables as complex and mind-numbing as possible. There were brand cohesion graphs, there were social integration flow charts, there were long titles, and in the end, there was nothing for this prospect to grab onto or
It was an important reminder that nobody, in their personal or their business life, has ever said, “I need to complexify my life.”
You’ve also never heard:
“I really like the way that commentator made that idea hard to understand.”
“I enjoy speakers who talk a long time before making their point.”
“I wish the beer ads in the Superbowl would spend more time explaining the fermentation process.”
We often sound like a broken record when we say it, but it is very near to our hearts, and something we work to do every single day. From your overall strategic direction, to the creative premise, to a Facebook post, to a single
ad in a single medium, you should be endlessly asking, “how can we make
Simple is power. Simple gives you impact. Simple leads to action.
Simple is success.
Are you a simplifier, or a complexifier?
Posted by 3 at 03:49 PM | Post a comment
Thursday, December 23, 2010
Every marketer knows the power of “word of mouth.” As advertisers, we strive to generate positive conversations, or word of mouth, at every opportunity. There is nothing more powerful and more rewarding than to have your target, your customers and people in general talking about your brand because you’ve created something that rings true and has meaning. Enter social media, which is essentially a new set of tactics providing your brand the opportunity to enter into people’s conversations, sometimes quite literally. But, make no mistake; the tactics have changed, but the ideas and message are what actually creates the conversation, not the tactic.
One hundred years ago, when someone received a letter from a friend, that letter was social media. Fifty years ago, when they called a friend to talk about a new product they saw in a commercial, that phone was social media. “Social media” as we define it today generally applies to Internet and mobile, but it is simply another form of interpersonal communication.
The key to incorporating social media into your marketing is to simply create something (an idea) and introduce it to people so they share it with people they know – no different than running a great ad in the 1960s and having people talk about it around the water cooler the next day.
And of course, the great benefit to these new channels is that you can bring these people right to you, instantly.
How you introduce your idea to many people has changed, but at its core, it’s still just advertising.
Posted by 3 at 12:36 PM | Post a comment
Tuesday, October 12, 2010
Imagine that you want to get $5 from your mom so you can run down to the nearest joint and grab a burger. How would you go about it? What would you say to her? Pretty simple proposition, you know your mom really well. You know what makes her laugh, her favorite movies, where she stands on taxes and you’ve argued with her, eaten a few meals together, garnished untold fortunes from her, made her furious with your sister, gotten her to do you laundry for 20 years, and she loves you. You know what to say and do – you’ll have that $5 inside of a minute, it just depends on how far she has to go to grab her purse.
Now imagine that you want 20,000 women aged 35-54 to give you $4.95 to buy their kids a value meal at your chain of fast-food establishments. Is this a tougher proposition? Absolutely. Should you go about it differently? Absolutely not. The only reason it’s a harder proposition is that you don’t know what to say and do to make it happen. And more often than not it’s because you are thinking of how to get 20,000 women aged 35-54 to give you $4.95 to buy their kid a value meal at your chain of fast-food establishments. But, what if you knew that these 20,000 women shared a lot in common with your mom, and you thought of “them” as “her.” Now everything changes because you know what makes your mom laugh, feel good, spend money and you know what she wants from a meal, why she would buy you a burger and where and when is the best time to talk to her.
Effective campaigns simply come from thinking of a single, ideal person within your target audience(s), regardless of who the group is or if you know someone in that group. Plan and work hard to know your audience as a collection of real individuals, and you’ll quickly see how new and authentic ideas, tactics and messages spring forth from this personalized understanding.
(And by the way, thanks for everything, mom.)
Posted by 3 at 05:44 PM | Post a comment
Page 3 of 15 pages < 1 2 3 4 5 > Last »