We live in the most marketing-drenched society in the history of man. Digital Marketing experts estimate we see over 4,000 ads a day. From our clothing labels to packaging, we’re bombarded with brand messages even before we leave our front door.
Most of us also grew up seeing thousands of messages for brands, daily. Anyone trying to market a product today might assume that you know how to be successful. Given social media and tech advances though the old ways don’t work well anymore. Certain practices have been flipped on their head.
Years ago, a product was often made for everyone. Advertisers helped a company tell and distribute their story. It was a story mainly focused on the product or service. If they were smart, the ad pros acknowledged that people weren’t buying a magazine or turning on a show to see an ad. Drama, comedy, and thoughtful insights were put to good use to communicate the story.
The goal was to attract customers and build brand awareness. It was generally a one-way street.
Today, you need to understand the customer’s story. It’s about a specific group of consumers, not everyone.
Once you understand your customer’s story, you need to make something that they want. It’s no longer about your company’s story as much as it’s about your customer’s story.
When creating marketing ideas focus on the story you’re giving your clients to tell about themselves. Focus on how you’ll create brand affinity. What ideas will keep them engaged? What might they choose to share with their friends and family?
Ikea’s created a campaign called “Retail Therapy”. With it, they had fun changing product names and descriptions to topics that their customers search for answers about. It’s been memorable. Not only has it increased Ikea’s SEO rankings, it’s put a smile on people’s faces and reminded their customers that Ikea has 1000’s of solutions. Along the way, many simple household products have inspired a funny story that their owners can pass along to their friends.
Ask yourself what will make for memorable stories when it comes to your customers? Focus on them and the solutions you offer. Selling solutions works far better than selling products today.