Is your strategy up to date?
The most powerful marketing programs today are those that exist outside of separate silos. It’s not enough to have a terrific social media presence or a hard hitting print campaign. Today people post on Twitter while watching TV, or check out photos on Pinterest while they keep a Facebook page open. In other words, everything is connected.
If you want to connect with your target, you have to plan your marketing around the way they really live (and absorb media) today. Brands are being built in online communities. But those communities will grow faster when you promote them through traditional and digital advertising.
We’re big proponents of new technologies. But we also put two decades of experience working with more than twenty Fortune 500 brands behind every idea we conceive. Want to create a brand with greater relevance and better sales? We’re ready. Just give us a call.
Why most marketing doesn’t work.
Why do people ignore the vast majority of what they see and hear?
Because it’s not about them. It’s all about a particular product or service. These are known as “inner directed” communications. They point inward, toward the product. They say, “Hey, isn’t this great?” But the consumer says, “You know, I’m just too busy to care.”
Then there are the rarer, “outer-directed” messages. These make the customer (and not the product) the hero of the web site or the contest or the microsite. They’re involving. Engaging. Memorable. They break down the barriers people have built up against ordinary, mundane selling. That’s why they work. And why we like to help create them.
You can’t win without a tribe.
To establish a successful brand is to create a tribe around it. A collection of individuals who believe they gain something intangible through association with particular products. Think Apple or Harley or Fender Musical Instruments.
Everything your company does affects the way people perceive your brand. Your web site. Your Facebook and Twitter pages. Your logo. Your level of customer service. Your environmental record. Your appearance in the news. And certainly your social marketing, too.
Where many brands drop the ball is neglecting to develop smart content strategy for social media. It’s easy enough to create Facebook and Twitter pages – but without a plan for content, it’s entirely hit or miss.
The more you know about your target audience, the easier it is to create a positioning and brand personality they’ll respond to. An image that works for them. A tribe they want to be a part of.