Some recent advice from the popular marketing site, MarketingProfs, really struck a chord with some of us here at Milestone Advisors. Selecting a marketing strategy is a complex process. It demands creativity, research and must be find favor with most, if not all, of your marketing department.
It's easy to get caught up in simple strategies designed to surprise customers or cut prices for clients. But true marketing genius lies in understanding that delivering your message is a complex process and should be designed in ways that will not simply foster shock and awe, but will build brand and customer loyalty for years to come.
Here are some thoughtful tips on developing affective marketing tactics courtesy of Paul Williams.
Be Individualized
This doesn't mean a form email that uses mail merge to fill in an individual's name. This means understanding that person, their business and what their role is within their organization and appealing to them using that understanding as your foundation.
Immediately Add Value
This is something I talk about a lot but I believe in it. That's what I try to do with this blog. Providing people with information of value, things that they can use, is what being in business is all about. We must all interact in this way for anyone to achieve success.
Be Remarkable
I think this is where some make the mistake of adopting a flashy tactic or shocking slogan intending to solicit "ooooh" and "ahhhhhh" permanently aligning themselves with the idea of what is 'cool' in people's minds. It simply means stand out in a fresh way that they will want to share at the next company meeting. Not because you're cool but because you were innovative.
Be Appropriate & Relevant
In my mind, this should be a given. Getting attention is important but do so in a way that is useful to your specific audience.
The Resource When They Need It
Research and anticipate your audience's needs. When they realize what they're lacking, you're already offering it. (Williams uses a perfect analogy of old black and white movies, the guy always has a match or lighter ready as soon as the gal puts a cigarette between her lips). Being the first one in line with a perfect solution is a powerful thing.
Whether you're beginning to outline a market research plan, attempting some market research forecasting or building a brand marketing strategy - all of the above concepts should be understood and influence your approach to each one.
It's easy to get caught up in simple strategies designed to surprise customers or cut prices for clients. But true marketing genius lies in understanding that delivering your message is a complex process and should be designed in ways that will not simply foster shock and awe, but will build brand and customer loyalty for years to come.
Here are some thoughtful tips on developing affective marketing tactics courtesy of Paul Williams.
Be Individualized
This doesn't mean a form email that uses mail merge to fill in an individual's name. This means understanding that person, their business and what their role is within their organization and appealing to them using that understanding as your foundation.
Immediately Add Value
This is something I talk about a lot but I believe in it. That's what I try to do with this blog. Providing people with information of value, things that they can use, is what being in business is all about. We must all interact in this way for anyone to achieve success.
Be Remarkable
I think this is where some make the mistake of adopting a flashy tactic or shocking slogan intending to solicit "ooooh" and "ahhhhhh" permanently aligning themselves with the idea of what is 'cool' in people's minds. It simply means stand out in a fresh way that they will want to share at the next company meeting. Not because you're cool but because you were innovative.
Be Appropriate & Relevant
In my mind, this should be a given. Getting attention is important but do so in a way that is useful to your specific audience.
The Resource When They Need It
Research and anticipate your audience's needs. When they realize what they're lacking, you're already offering it. (Williams uses a perfect analogy of old black and white movies, the guy always has a match or lighter ready as soon as the gal puts a cigarette between her lips). Being the first one in line with a perfect solution is a powerful thing.
Whether you're beginning to outline a market research plan, attempting some market research forecasting or building a brand marketing strategy - all of the above concepts should be understood and influence your approach to each one.
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