22 October 2020
28 July 2020
Author: Daniel Lally
There’s a saying among litigators that goes something like this: If the facts are on your side, pound the facts. If the law is on your side, pound the law. If neither is on your side, pound the table. The thing about that maxim is that it works equally well as a mocking review of almost any argument with which you disagree, or as pretty solid career advice for anyone who aspires to persuade people for a living. Like lawyers. Or advertisers. That’s because marketing strategy depends on having a conversation with your customers that is both relevant to them and highlights the specific benefits of your brand. In the late 1960s, major home appliances like washing machines had become harder for advertisers to differentiate. The performance and features offered by the big manufacturers were pretty comparable, particularly when it came to higher-end models. But one copywriter at Leo Burnett found a way to frame the purchasing decision in a way that ensured his client would definitely stand out. The insight pointed out the worst part of owning a major appliance was when it stopped working. Other, larger competitors pointed to their national networks of factory-trained repair technicians, but based on that insight, they were making the wrong case. And so, the Maytag Repairman came to be. With a single idea, Maytag changed the conversation from which machine was bigger or got whites brighter to which one you could actually depend on. Framed that way, Maytag would continue to chip away at the market share of its much larger competitors for another 35 years or so, when one of them finally gave in and bought the company. Combine a new insight with a creative idea and you’ve got a powerful force. These are the proverbial unicorns—those truly revolutionary products that are exactly what everybody wanted or needed and just didn’t know it until a new gizmo came along. This week in particular, air conditioning comes to mind. But if your brand has real competition, and your customers have real options, you’ll likely benefit from framing the discussion to the context that best suits your benefits. Which conversation you decide to have can make all the difference.
20 April 2020
Operating during Coronavirus is as new for your customers as it is for all of us. Every opportunity counts, while your consumers are changing their behavior simultaneously online and in real life. As these shifts continue, our reaction time as marketers is even shorter. This presents opportunities for your brand—as well as your competitor’s—to capture their attention through your digital content. And your customers want to hear from you. In fact, Kantar found that only eight percent of consumers think companies should stop advertising during the outbreak. Be present This is not the time to go dark—either in your social media channels or your website content. Consumer behavior has changed considerably on platforms like Facebook and Instagram. Traffic is up, but visits are more kinetic. It’s as if our collective attention spans have gotten even shorter as we process a flood of new information. Maintaining a brand presence between customer touchpoints is always important and relevant and useful information will keep your brand in the consciousness of both consumers and search engines. Be helpful That relevant information should include ways your organization can help in these unusual times. Have you changed operating hours or procedures to serve your customers and protect them and your staff? Tell us about it. Are you pausing operations but scheduling service for the future? Let us know how your biggest fans can get to the head of the line. Do you have a product or service that is particularly useful during quarantine? By all means, tell us more! Be clear Sharing details about doing business with your brand is really only helpful if it’s relevant to the customer. You’re changing your hours to sanitize your vehicles? Lay out how that affects the customer. Having inventory issues? Communicate exactly what is in-stock, what’s not and when you expect that to change. Phone lines jammed? Share that immediately through every other channel at your disposal. People understand these are unusual times for you, too, and they’re willing to be patient when they have a clear understanding. Be consistent Don’t fall into the trap of communicating with your customers once and calling it a day. Update at least as frequently as you did during normal times. Remember, a good part of your content will be pushed down people’s news feeds by the latest news, along with graduation pictures from 1997. Stay active to stay relevant. Be a connector A major theme in much of the consumer-generated content right now is staying connected. People are feeling isolated and are eager for human contact. If possible, demonstrate how your brand brings people together by acknowledging your online community and inviting them to join with your company—and each other—in some community effort. Salute local amateur athletes who lost their spring sports season. Repost the community theater’s rehearsal video. Recognize local students or civic organizations for community service. Be grateful Remember to thank your customers—and your casual followers—for remaining with your brand through this situation. Thank them for their efforts and their sacrifice to stay healthy and help to shorten the duration. Most important, thank your employees—the line staff, technicians, phone center representatives, all of them—who one way or another are facing new challenges right now. Also remember your vendors. A little appreciation, even when you’re the one writing the checks—can go a long way to keeping your supply chain running smoothly now and when we get back to something approaching normal. This post is part of a series on marketing during and after the pandemic. To read the others, follow this link.
14 November 2019
Author: Gail Back
Independent and family-owned companies tend to grow up with an ingrained do-it-yourself ethic. It’s part of the attraction: Working in a place where decisions can be made quickly and most tasks can be handled in-house. But that’s not always the best option when it comes to decisions that require specific expertise or where your managers make purchase decisions less frequently. It’s not unlike the annual ritual of selecting health insurance for your team: There are dozens of options, each with different features and benefits, and only limited visibility to what others are paying for similar results. More often than not, you’re better off working with a professional. That’s also true when it comes to advertising media buying. The contracts are complicated. And while you may only make your advertising decisions a few times each year, usually you’re negotiating with professionals who handle the same kind of deal every single day. Often, professional media planning not only saves your company more money than it costs—it also simplifies your life. Your media planner will present you with a couple of options that meet your marketing objectives for timing, reach and frequency. A comprehensive plan will also combine print, broadcast, streaming and digital elements to make the greatest impact for your advertising investment. If you’re not sure about the offers and options you’re fielding from different advertising outlets, take a look at what your agency’s media department can do for you. We can simplify the decision-making process and can also be a business owner’s best friend when it comes to watching the budget.