Wednesday, September 23, 2015
Master the Art of the Tease
One of the major lessons to be learned about building anticipation for a new product or service through marketing is to master the concept of teasing. If you were still a year out from the launch of a new product, for example, you wouldn't necessarily want to send out a mailer detailing all of that product's functions right away. Not only do you not want to "give the game away" just yet, so to speak, but a year is an incredibly long time in the world of business. Things can change, so you don't want to lock yourself into something that you may end up dropping down the road anyway.
Instead, you can send out a mailer talking about the exciting new product that is on the horizon and detail all of the hard work that you're putting into it. Instead of talking about what it specifically does, talk about the problem in your customers' lives that it is designed to solve. Talk about the overarching goal of the product in a way that both gets people excited and makes them want to learn more.
It's About Steady Updates
Another major technique to make use of when building anticipation is to check in periodically with your customers prior to launch. You wouldn't want to send out a mailer teasing your product and then not check in again until it's ready to launch. You would want to send out materials two, three, or even four times during the year, revealing larger bits of information each time. Not only does this give you a chance to build the hype surrounding your product or service a little more each time, but it also helps to keep it in the forefront of a customer's mind - even though it isn't released yet. Not only will your customers have a higher level of anticipation, but they also won't have a chance to forget about what you're up to.
Learn From Hollywood
If you want to take a master class in building anticipation through marketing, look no farther than movie trailers. Every Hollywood blockbuster usually follows the same format when it comes to their previews. First, roughly a year from release, a teaser trailer makes its appearance. This preview is usually around a minute in length, gives away virtually none of the plot and really just broadcasts the look or spirit of the movie. Six or so months later a longer, full trailer is released, which is usually about two minutes. This expands on the promise of the teaser, gives a way a bit more of the plot, but still leaves a lot to the imagination. A final trailer is released in the weeks before the movie itself, which is usually around three minutes and not only lets you know exactly what the plot will be, but also showcases amazing images that you immediately need to see more of. Building anticipation is all about escalation and Hollywood seems to have created a formula that works wonders, regardless of the type of business that you're in.
Marketing is one of the best tools that you have to not only announce a new product or service to the world, but to build the type of anticipation that always translates to increased sales.
Positive energy is something each of us benefits from in several ways. It helps generate positive feelings within us, but it also transfers to the people we come in contact with. A smile can make a significant difference to someone who happens to need one at just the right moment. But what happens when you cultivate negativity, instead?
Appropriately used, sarcasm can be quite entertaining and revealing. But at its base, sarcasm is an expression of negativity. Even when the ultimate message is a humorous, positive reversal, the delivery of that message through sarcasm is negative. Yet some people seem to thrive on delivering a kind of satirical sarcasm. However, while these folks may be seen as clever, they are rarely perceived as happy individuals.
Negativity and pessimism are just as contagious as optimism and positive attitudes. They have a certain toxicity that becomes a shared experience. Negative people spread negativity like a disease, while positive personalities spread the warmth of optimism more like the vibrancy of good health. And really, what this is actually about is health, because few things in life make you feel better about yourself than a positive outlook. Few things make you feel less good about yourself than a negative one.
You don't have to be arrogantly negative to spread a negative outlook. Even humor and light-hearted expressions of mock jealousy can color a situation with a darkness that partially blocks out a portion of the comedic effect. As funny as Rodney Dangerfield's "poor me" approach was, it still left us feeling a little bit genuinely sorry for him in some way.
Being negative can devalue the spirit. It can tarnish the soul. It defeats you with your own words. Refusing to allow negativity to take hold and control you is a daily objective that can literally turn your life around, as it has done for many.
There is an old Native American tale that bears witness to this fact in an entertaining way. As the story goes, one evening an elderly, Cherokee brave told his grandson about a battle that constantly rages inside people. He said, "My son, the battle is between two wolves fighting inside us all. One wolf is evil. It is anger, sorrow, regret, greed, arrogance, lies, guilt, self-pity, envy, jealousy, resentment, false pride, superiority, inferiority, and ego."
He continued, "The other wolf is good. It is joy, peace, love, truth, humility, kindness, benevolence, hope, serenity, empathy, generosity, compassion, and faith."
The grandson thought about this for a moment and then asked his grandfather, "If it is a battle, which wolf wins?"
The wise, old, Cherokee brave replied, "The one you feed."
Thursday, September 10, 2015
Take "Boy Meets World." This popular show followed the young Cory Matthews from school through college and all the fun times and drama that came with friendships, school, and finding love. The show is now being revived into the form of "Girl Meets World," which features Cory and his childhood sweetheart, Topanga, now raising their own family.
Similarly, the show "Full House" told the story of a single dad trying to raise his three daughters with the help of his best friend and brother-in-law. This show now follows the next generation with a spin-off that is being called, "Fuller House."
These newer shows are providing many people with the chance to relive their childhoods and share their favorite characters with their own children. While you sit back to enjoy the latest episodes, however, you might find that they have a few things to teach us all about our latest marketing campaigns.
The Power of Relationships
The strength of both shows was in the powerful relationships that dominated the series. In "Boy Meets World," the friendship of Cory and his friend, Shawn, as well as his relationship with his future wife, Topanga, was something that drew many people to the show. People were able to relate to the struggles of Cory as he worked to navigate these different relationships, and loved being able to see how everyone was there for him.
In "Full House," the relationships between the three sisters and their friends and family were the driving part of the show. The girls had to learn how their own relationships were going to mature. The entire family had to be a major source of support for each other as they all struggled to find their way with the loss of the girlsâ mother to a car accident before the show began. Single parents, families with multiple siblings, and extended families who all lived under the same roof could understand many of their relational experiences.
In marketing, relationships are also your driving source behind your success. You want to build relationships with everyone you meet and your customers need to know that you are there for them and can help them solve their problems.
You also want to build a strong network of relationships with other professionals. It can be a great, professional asset to have others in your industry with whom you can discuss ideas. Networks can provide you with the opportunities to build relationships with other people who can pass work along to you according to your strengths when the opportunity arises.
Finding Your Place
Both sitcoms largely revolved around the charactersâ coming of age. They matured from young children into adults with their own paths. The shows followed them as they found their place and role among their social groups and wider society.
You will need to find your place within your own industry, as well. You need to accurately identify where your strengths and weaknesses lie. Learn how to market to your niche based upon those strengths, and demonstrate why you can solve the pain points of your customers.
Enjoying spin-offs of your favorite 90âs sitcoms can be a fun pastime, but it can also provide you with some valuable lessons about how to succeed in your own marketing endeavors. If you are interested in beginning a new marketing campaign, let us know. We would be happy to help you get started.
Thursday, September 3, 2015
The Quest for Quality Content in the Marketing World: Why the Need Isn't Going Away and is Only Getting Bigger
The Google of it All
One of the major reasons why high-quality content is so important to your website, your blog, or your social media presence has to do with Google. Google is essentially the "be all, end all" way of getting recognized by your target audience in the digital age. If your blog appears near the top of the search results for relevant keywords, you can expect a huge boost in visitors (and ultimately revenue) as a result. Because of all this, quality content is important for one simple reason: Google thinks it is.
How High Quality Content Ultimately Benefits You
Even going above and beyond website traffic, the quest for quality content is one that ultimately benefits your business in a wide range of different ways. For starters, it forces you to stop thinking of your website visitors as users and to start thinking of them as real people. This is a great approach to have, as it puts you in a better position to connect with them in a meaningful way and to form a meaningful, loyal bond in return.
Secondly, striving to generate high-quality content online can be a great mentality to take with you into the offline world, too. If you use the same practices when generating offline content that you do for your online content -- an emphasis on readable, relevant, and interesting materials -- you can form the same meaningful connection with those you're targeting via direct mail and other materials as you do with Internet users.
Ultimately, however, the quest for high-quality content means one thing: everybody wins. You aren't "faking your way" into the position of a thought leader in your industry. You aren't "tricking" your customers into thinking you know more than you really do.
You ARE a thought leader in the industry and you ARE a voice to be listened to. Google and similar companies that emphasize high-quality content are essentially performing the biggest magic trick of all -- they're slowly forcing businesses in all industries to become better at what they do on a daily basis. When you look at it from that perspective, it's a position that's certainly hard to argue with.
As the new student, you nervously look at your schedule and make your way to your first class. It's clear to you that you will have to find your own place of belonging within the already saturated student society. That's never an easy task for new students.
Fortunately, you've been the new kid before, and you know the first step to finding your place is forming a few connections. You need to look for ways to demonstrate how you're a worthwhile friend for people to have. You head into that first class with your head held high, confident you'll be able to find new friends.
What It Means To Be A New Business
If you've ever experienced the above scenario, then you know just how stressful it can be. Once you've left school, you might even think you'll never have to worry about finding your place again, but that would be untrue. New business owners must go through a similar process whenever they look to establish a new business.
A new business, like the new kid, is one that people are unfamiliar with, and therefore are reluctant to trust. You have not yet shown your value to anyone, so people are unsure about whether or not they should hang out with you.
Finding Your Way
The new student in the above story knew there were two key parts to becoming comfortable at the new school. First, connections with some other students had to be made. This typically involves getting to know a peer well enough that they're willing to invite you back to hang out with the rest of the group. The second key part was proving you're a fun person to hang out with and that you belong in that particular social group.
As a new business owner, you'll also need to establish connections with other professionals. Networking is a critical component to becoming secure. These connections will be fantastic for providing referrals to your company, coordinating different projects, or generating new business directly by buying from you. New connections are your link to the established industry marketplace.
Just as the new student needed to prove their worth, you'll also need to demonstrate how your products and services add value for your customers. You must have something to show that can intrigue people and encourage them to learn more about you. You might offer service to a new niche, better prices, a revolutionary product, or something else, but you must be able to show worth and value to get your foot in the door.
Being an entrepreneur is never easy. Finding your way when you first open your doors might be the hardest step. Similar to the new kid in a new school, you have to learn where you belong within your industry and establish yourself as a company worth your customers' time. If you want to improve your brand reach with a marketing campaign, contact us today to get started.