Playing the Marketing game the smart way

A good marketing campaign is like playing chess against the whole world. If you’re in it to win it, you have to think at least 3 moves ahead. So why is it that some companies keep on wanting to play on the whole board? We all strive to get brands noticed on the market, but I believe genius ideas are born in simplicity.

I’ll give you an example. If you’re familiar with the UK market you will know who Innocent is. A couple of guys had the idea to create natural, vitamin pumped smoothies and juices to be enjoyed by everyone. And instead of giving loads of money on extensive market research and analysis, they went to their potential consumers and conducted the simplest form of a taste test at a music festival way back in 1999. Essentially they asked the question: ‘Do you like our smoothies or not?’ If yes, people had to put the empty cup in the ‘YES’ bin and vice versa, of no was the answer they had to put it into the ‘NO’ bin.  And that was the breaking point for these two fellows to decide to quit their jobs and get to cracking. Now why was this move genius?

  1. The brand is 100% relatable. It has a great story behind it that people can appreciate. It’s staying away from the cold corporate image and striving towards your ‘next door buddy’ kind of vision. Simple, relatable, efficient.
  2. They went straight to their clients. No fuss, no big charts with market shares, projected data, etc. No big budget to get that wow factor. They spoke a language their potential consumer would understand and want to listen to. Hey, we’re one of you guys, what do you think of this smoothie? And voila! The magic was born.

The moral of Innocent’s story is that to get your brand where it needs to be, it’s not always about how complex your marketing strategy is or how many communication channels you’re gonna hit to toot your own horn. A brand always starts with the consumer. The era of push marketing has been dead for a while now. It’s all about valuable interactions with your customers and letting them pull the chain. And that’s why you have to choose your battles carefully. As the wise CEO of a very successful marketing communications agency in Israel once told me: ,You can’t be everywhere! You don’t have the time and you don’t have the resources!’

So my advice to you would be to figure out who your consumer is first. Figure out where they live both online and offline, what their habits are, what their needs are and most importantly, what kind of problem your product/ service can solve for them. Only then is it appropriate to discuss a communications strategy and channels. Don’t only play chess, but learn to play it the smart way. That’s how you stay at least 3 moves ahead. Simplicity is the new trend and my friends, it’s here to stay!

 

Till next time,

 xo

Teddy T

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The Death of TV advertising. Generation Y consumers say: Hello digital world!

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As a prime example of the species ‘cynical consumericus’, or more generally known as Generation Y, I am here to tell you that mass media marketing is dead to me. A snarky and bold statement, but it is after all in my nature as a young consumer to be a critical know-it-all. So why do I dare declare centuries-old communication modes, such as the TV and the newspaper to be relics?

Quite simple: I am a mid-twenties European, who was practically breastfed with technology. From the age of five I could go online, chat on social platforms and/or write product reviews. I haven’t stepped in an actual library since Bill Clinton’s presidency. If I’m outside enjoying nature, I’ll stop every five minutes to take a picture, Instagram it, then Facebook it and add it to Pinterest. I interact with friends not through phone calls and dates, but through Google Hangouts. And worst of all, I share content and measure my social popularity through the number of ‘likes’ I receive. We, the 20-somethings, may be a narcissistic bunch, but we are a well interconnected one.  Which is why I dare say conventional marketing cannot get through to us. We don’t watch TV, we watch Hulu. We are not going to read a newspaper, we’ll open our RSS feeds and e-mail subscriptions and get the targeted news we want. We find comfort in the digital sphere and we’ve left our virtual prints all over the ‘interweb’.

I am a part of a community of sarcastic, digitally connected individuals, who have learned to tune out traditional advertising noise. The good news for marketers everywhere however, is that this same digitally narcissistic behavior of ours is also going to drive us to share our brand preferences with all of our friends out there. My opinions matter to my peers (and vice versa) more than a TV ad ever would. I won’t be impressed if you shove a billboard in my face, but if you are interacting with your fans digitally, that’s another story.

So dear Marketers, the key to snatching us up as consumers is through simply showing you value us as more than a dollar sign. We are co-creators of your brands and could be the best brand ambassadors you could ever ask for. All you need to do is to gently caress our online egos through customized consumer-led marketing strategies. Recreate one-on-one brand discussions, show us you hear our voices and this is how you will win our long-term loyalty. And if you manage to do so, we will follow your brand till the end of the world and back, guaranteed.

xo,

Teddy T