Spark Something in YOUR Marketing

Spark Something. Seriously. Ep.1: “So you do marketing??”

We help our clients create strong marketing elevator pitches. But, paring down marketing services into a 30 second elevator speech is not necessarily the best — or at least not the easiest — idea. Oh, don’t get us wrong — we have a number of elevator phrases our market understands like:

“Creative marketing for high-tech business.”

“You know tech, we know tech marketing”

“We turn ‘geek’ into ‘human-speak.’ “

And one that usually drives it home:

“What we do is not rocket science, but no rocket scientist can do it.”

But we are three key things as professional marketers. We are strategic, creative and comprehensive.

So, in the edict of the elevator pitch, we can clearly define strategic and creative marketing in a sentence or three.

  • Strategic marketing: Understand the nature of your product or service. Define who it serves and how the features of that product or service offer customers great gains or solve great pains. Identify, narrow and target those customers and get in front of those customers using memorable messages that appeal to them.
  • Creative marketing: Understanding the strategy above, add the magic of the right emotional appeal — via humor, passion, whimsy, love, anger and more — in a powerful, moving and memorable way across multiple channels.

So strategic and creative — easily understood.

It that “comprehensive” word that gets us into trouble! Because it’s the one that begets the question “But really, what do you do?” To which we can really only answer “it depends.”

It probably what gets you in trouble as an entrepreneur too when it comes to your marketing. It can be overwhelming to see all the things you COULD be doing! It’s much harder to determine what you SHOULD be doing.

So, over the next weeks, we’re launching “Spark Something, Seriously.” In this series we will be addressing the “comprehensive” pieces of our marketing so you better understand the vast options available to your company, and what to ask for from any marketing firm you choose to hire.

The articles will address:

Branding

Your brand is your identity to the world and, more than just a name and logo, has to answer in words and imagery:

  • Who you are?
  • What is your product or service?
  • Who do you serve?
  • What do they like, what do you like and where do those likes dovetail — that’s the brand sweet spot.

Content

Look, if we hear “content is king” one more time, we may scream too. But, in a world where we receive over 6,500 marketing messages a day, you must be a part of filling that pipeline with content. Your content tells:

  • What you’re about
  • What you believe
  • How you help your customers lives
  • Your acts of service and education to your market — a necessity in the new millennium
  • And lastly, your product’s features

Offline Marketing Channels

Offline channels are the stalwarts of effective marketing. They cover any message not received solely via a computer or mobile device (yes, there is some crossover) like:

Press Relations

  • News
  • Events
  • Pitching

Public Relations

  • Speakers, influencers and boards
  • Corporate social responsibility

Promotions

  • Advertising via non-digital means
  • Cool stuff and giveaways!

Tradeshows and events

  • Pre-show
  • Onsite
  • Post-show
  • Paid sponsorships
  • Booth draws
  • Speaking

Guerrilla

  • Outrageous, unexpected, stealth or often sneaky!
  • News-generating
  • Viral-generating

Digital Marketing Channels

These are the methods of marketing you create and deliver to your customer via computer or mobile device and include:

  • Influencer relations (bloggers, Instagrammers, Verified Twitter accounts)
  • Social media engagement with customers
  • Email marketing campaigns
  • SEO & digital advertising
  • Podcasting
  • Video content

These digital channels often feature messaging and creative elements that arise as you create your offline strategy. It’s important not to put the digital cart before the offline horse!

**********************************

Someone asked us if this blog series will replace “No F**ks left Fridays!”

Naaaah.

After all, we’re all about leaving it all on the floor, being outrageous and using sparky little ideas to have out of this world impact. So, forgive us this serious series. But we hope it helps you Spark Something. Seriously.
Till our next installment, happy marketing.

No F***s left Friday: Guerrilla doesn’t always mean “good”

We LOVE guerrilla marketing campaigns. We can’t get enough of them. We build flash mobs, send out flying pigs, create dragon costumes, give away cute plush puppies…

BuddyWithBuddy

…here’s ADORABLE DIXIE with her Prempoint BUDDY? “Buddy” was a promotion that helped drive up our client’s web traffic by 230% for three days and made them hugely successful at an industry tradeshow!

 

Our campaigns are fun, engaging, memorable, socially shareable and really stand out in an all-too-often BORING technology market.

 

BUT, all of our guerrilla marketing campaigns would be a WASTE. OF. MONEY. if they didn’t have solid, strategic thought behind them. Because none of them would yield measurable ROI if they didn’t build on a solid, strategic path.

 

 

So, here are a few of the strategic “musts” you have to consider when building an effective guerrilla campaign.

Know your customer profile

Before you determine the creative part of the campaign, where you plan to execute it. the choice of offline or digital and so forth, you have to know your customer profile. This is more than the demographics of gender, education, income and location — but is rather the delving into “a day in the life” of your customer. Where do they get their coffee — Starbucks, Dunkin Donuts or the office sludge machine? Do they bring lunch from home, dine with office colleagues or use lunch to run errands? Do they have dinner at home  All of this MATTERS when you’re building incentives, determining if your target customer will respond to everything from the music you use for your flash mob (Liz Phair for security industry guys? Uhm, NO!) to the prizes you offer for your contest.

 

Campaigns are for people — not companies

When you go to create that incentive, if you’re thinking of offering a FREE unit of the business to business product you sell as a reason for someone to enter your contest, engage with you at a tradeshow or make an appointment with you — think again! If I win a free printer for my company, well, how does that really help me personally? I’d be more enthused to join your mailing list if you offer a happy hour for me and 10 of my friends! Or if you have a swath of Mom-types who are the purchasing managers for the companies you target — might they love a mother-daughter pedicure? The point is — at least in the business-to-business marketing we are known for — it’s easy to forget you’re building a relationship with your customer as a person. And that goes beyond how your widget may help their company improve. You’re selling to a person, and appealing to their wants and needs.

 

You’ve about a nano-second to tell the story…

This one’s simple. If you have to explain it in more than a breath. Kill it.

 

…You’ve got less to connect to your product or service

And just in case this follow-on isn’t obvious. If it’s hard to tell WHO the promotion is for. Kill it.

 

Those are the basics. We’d love to tell you more about the importance of strategy when developing creative campaigns! Contact us before you plan your next promotion, advertising, event or show!

ROCKET-FUELED READ OF THE WEEK!

We like the following post from Heidi Cohen. We’re planning a future post to help technology business builders by providing our view on the differences between marketing, marketing communications and the many marketing sub-categories. We think it can be incredibly challenging to know the difference when your day-to-day revolves around inventing and building advanced technologies. But if building your advanced technology into a viable business is important, you’re going to want a foundation in the terms so you can best select the marketing resources and activities–like content marketing, branding, promotions and public relations–that you need!

We think this article is a pretty good pre-tutorial to that, so it’s our Rocket-Fueled Read of the Week! Thanks Heidi!

What Marketing Is NOT – Heidi Cohen

My recent post of marketing definitions with contributions from seventy-two different sources generated a lo . . .http://heidicohen.com/what-marketing-is-not/

Copyright © 2015 by Heidi Cohen, some rights reserved.