Consider five key factors in understanding how to develop marketing that indeed “engages” with your core constituents.
1. Your product, service, or brand should have a standout quality in its class. The days of faking performance or relying on promotional copy to cover an inferior product are long gone. It is fundamental to deliver, even exceed what you offer.
2. Creative should be an innovative element. If the product is not innovative (then see point above). Most products or brands have some element that excites your Zealots. So why would you employ boring creative execution to tell that story? Creative should match the passion of your product.
3. Your Zealots are key. Key to gaining core insights to the passion of your products. Key to how to influence and persuade others. And key to spreading the word (referral).
4. Offer your core target – best customers and your Zealots – a peek behind the curtain. Share your category insights, invite their opinion on product development offerings, give them promotional opportunities in advance, arm them with specific offers to share with their friends. Understand this group is predisposed to loving your brand. They are feverishly looking for confirmation and experiences that allow them to reinforce their selection. And, share with others.
5. Integrate. Yes, a well-overused marketing term. But, it’s true. Establish what your brand is about – what it stands for. Then, line up every detail, every tactic. Does each detail and each touchpoint reinforce the brand or not? The world-class brands think through every detail from personal greeting to in-store signage to packaging to follow-up response. As an example, consider the St. Regis Lifestyle Butler Service. Among the touches – escorting guests to private artist or museum showings.
We’ve lobbied that organizations should have a Chief Brand Officer, but perhaps the better title would be Chief Integration Officer.
If your business is not doing the above you are missing fundamental steps in maximizing the value of your brand. If you are unsure about some of the points made, well that is good reason to call us.