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A lot of brands are transfixed on meeting a customer need, when ALL products in the category are capable of meeting the same need.
Smart marketers should be careful not to fall in love with the thing they love most - their own product.
Luxury brands eliminated the product from the branding equation and immersed themselves in a customer experience.
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Guilt is one of the most powerful motivators in marketing. Some of the best brands in the world have mastered the art of making us feel good about doing unhealthy things.
These companies have successfully turned vices into virtues by showing that being not as bad as the next guy makes that bad behavior okay.
"Greenwashing" is a hot advertising fad that has companies wrapping themselves in the environmental movement in hopes of showcasing moral character.
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Name identification, customer benefit, and product identification are core marketing components that many marketers tend to neglect.
Too many marketers sabotage their creative by trying to accomplish too many things in one message. The best strategy is to market one thing, over and over again. Complete that thing, then move on to the next thing.
Great marketing builds in pauses that give the potential customer time to contemplate the sell and feel the emotion of the creative.
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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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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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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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Keep production values simple. Strive for a simple and clean look that puts the talent at ease and conveys an uncomplicated message.
Recruit Your Most Ardent Fans. Spend a lot of time recruiting people who are genuinely passionate about your product.
Try to Elicit for Unscripted Enthusiasm, Not Marketing Buzzwords
Don’t Rush Your Interviews. Good material can come when you least expect it, so keep rolling.
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