GOOD MARKETING is about COMMON SENSE. There is no secret formula, it’s in the books. Sorry.
But, what is it that makes a consumer change from buying brand A into buying brand B? What is it that makes consumers tick?
What is it that turns good marketing into GREAT Marketing?In my opinion, it’s a “set” of 3 “marketing best practices”. Great marketing can be a result of these practices combined into 1 marketing activity, or simply an outstanding execution of only 1 of them.
1. Transmitting your product functional benefits in an emotional way that makes consumers DESIRE your product. You need to ENGAGE consumers past the “hello I am here” message. The “rational” side of you acts like a “door keeper” to you actually purchasing a good, and it is your “emotional” reasoning that actually ends up triggering the purchase. Break through pure functionality and you will achieve GREAT marketing. This will be important for instance for new launched products or products in very specific sales channels, where you rely on a PUSH strategy.
2. Be INNOVATIVE. From Communication, to product developments or packaging design. People are tired of the same old thing. There are too many products that can be purchased in too many places with too many product choices. A “me too” strategy is likely to give you high margins but will not give you growth. Be creative, impactful, bold. Great marketing implies taking a few risks in the implementation. A F1 driver knows what the optimal line is, but if he wants to advance his competitor he will need to get out of it.
3. FOCUS on what you do best and better than your competition. And make sure you remain DIFFERENTIATED, RELEVANT AND CREDIBLE. You can be very successful owning a market niche. The important thing is to remain CONSISTENT in your efforts and be able to STAND FOR SOMETHING that is of value to your consumer.
And what do you think? Any other secrets?
1. Transmitting your product functional benefits in an emotional way that makes consumers DESIRE your product. You need to ENGAGE consumers past the “hello I am here” message. The “rational” side of you acts like a “door keeper” to you actually purchasing a good, and it is your “emotional” reasoning that actually ends up triggering the purchase. Break through pure functionality and you will achieve GREAT marketing. This will be important for instance for new launched products or products in very specific sales channels, where you rely on a PUSH strategy.
2. Be INNOVATIVE. From Communication, to product developments or packaging design. People are tired of the same old thing. There are too many products that can be purchased in too many places with too many product choices. A “me too” strategy is likely to give you high margins but will not give you growth. Be creative, impactful, bold. Great marketing implies taking a few risks in the implementation. A F1 driver knows what the optimal line is, but if he wants to advance his competitor he will need to get out of it.
3. FOCUS on what you do best and better than your competition. And make sure you remain DIFFERENTIATED, RELEVANT AND CREDIBLE. You can be very successful owning a market niche. The important thing is to remain CONSISTENT in your efforts and be able to STAND FOR SOMETHING that is of value to your consumer.
And what do you think? Any other secrets?
Posted by Ignacio Molins G53G3FXPXXP8
No comments:
Post a Comment