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Smart marketers will build a brand on the best parts of the product experience, not the product itself.
Emotional marketing is one of the best ways for a brand to cross demographic and cultural boundaries.
Too many marketers are so transfixed by love of their own product that they overestimate its influence on the customer experience.
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Posted in Graeme's Blog, Online Marketing Blog | 2 comments
If you are like most people, Google.com is your constant companion in the search for relevant information. Surprisingly, most people have never really taken the time to learn to use this powerful tool effectively. Implementing a few simple tricks can hone your searches, revealing the right information more quickly.
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Repetition is one of the most powerful ways to build awareness of a slogan or product feature.
Repetition that annoys customers can effectively drive an immediate action, but is a less effective strategy for building a brand relationship.
Strong creative approaches can conceal the repetition, making the ad more interesting, even downright fun.
Humor and repetition are a highly effective combo.
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Too many writers take the easy way out and use dull VO and visuals to bludgeon the consumer into remembering.
Never mistake memorability with affection. Just because customers remember your product doesn't mean they like it.
The rhythm and pace of repeated copy lines can be turned into an appealing beat that taps into our inborn love of syncopation.
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Great testimonial ads are built on identification and empathy, not product features.
Strong testimonial ads are not just about the product, but how people feel when they use the product.
Start the creation process by focusing on the customer's passion, then show how the product empowers that passion.
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Man-on-the-street testimonials mimic the real-world experience of getting an unbiased recommendation from a friend.
Testimonials are one of the most effective ways to criticize a direct competitor without appearing like a bad guy.
Don't just show up and start rolling video on random people. Careful pre-production will help make your on-camera subjects more believable.
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Testimonials that feature trusted experts must demonstrate impartiality. Never turn that expert into a spokesperson for the product.
Don't over-coach the expert. A bit of on-camera hesitation adds to the authenticity of the message.
Use production techniques with a documentary style. High production values will erode the credibility of the ad.
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The most powerful aspect of the testimonial ad is its genuine spontaneity.
The beauty of testimonial advertising is that it breaks this rhythm. The people on camera are often clumsy, occasionally stammering, and can be downright shy.
Nothing is more powerful than an authentic passion for a product. Finding demonstrative fans will add an infectious legitimacy to your commercials.
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Posted in Graeme's Blog, Online Marketing Blog | 0 comments
Keeping users coming back for fresh web content requires a delicate balance. Comments have a big effect on traffic. If a story gets negative comments, should you leave it up and let people bitch, or rotate it out for fresher content? Graeme Newell, emotional marketer extraordinaire, talks about how to bring people to your website in droves and have them coming back for more!
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Social Media Marketing requires a relationship strategy, not a quick-sale strategy.
The best social media marketing campaigns make friends first. Only then do they market for a sale.
Your company must show a personal side and let its hair down a bit.
Too many companies fail to break out of corporate communication mode.
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