When taking the plunge into plugging your business into a marketing mentality, there are a few things to consider:
- How to get this project off the ground
- How do I bring the message to the audience (brand awareness)
- How do I get funding
- How do I keep focused on the goal
- Analyzing your results
The first four points are what I call the Marketing Fab Four – These are all very important things to consider. The fifth one could take on a life of it’s own. I will go into these as part of my Marketing Calendar Planning Series in the next few posts.
I know that with myself, I have the hardest time on #4 – staying focused. Actually I find it easiest to launch something or get something off the ground. That’s easy. All you need is the look and a great message and voila – You have a program. But it’s really more than that. A lot more; in fact it can get quite complex. It’s kind of like “Transformers! More than meets the eye!” Oh yes… take me back to the 80′s. Happy times. Good stuff. But … what were we talking about? Oh yeah, the focusing part…
But we’ll start with #1 for today – like I said, we’ll cover these others in the next few posts as part of the Marketing Calendar Planning Series.
1. How to get a Marketing project off of the ground
This is the most fun part about marketing for me. It is the opportunity to really run wild. But let’s take a look at culture. Culture is a fascinating thing. I probably could write an entire blog post on culture itself. For building a campaign, we can take elements as part of our culture and use them in a way for people to relate to.
Sometime around the turn of the century, manufacturers saw benefits of placing names and slogans on products to differentiate theirs from other manufacturers. They began to recognize the way in which consumers were developing relationships with their brands in a social/psychological/anthropological sense. Campbell’s soup was one of the first companies to take advantage of branding.
Let’s take a look at a real-life example. Seasons are a popular theme. They are common, always changing, and something everyone can relate to. Now we can use this and just run with it by calling it a “Summer Sale” but we’re more creative than that. Let’s try to make this a little more dynamic.
Say you’re an ice cream vendor going to an outdoor film festival at a park. Your event promotions would could look something like this:
Now this isn’t what the promotion was originally used for. But admit it – it could’ve been cool!
The key is to play up on those familiarities and associations that people can relate to. Combine that with intriguing imagery and illustration from a talented graphic designer and you have yourself something memorable and timeless.
Now that you have your look and theme, it’s time to move on to #2 getting your message to your audience… stay tuned!