WHY ARE BRANDS STILL MISSING THE POINT?
Marketingboss member Poa Jonas says: "Considering the vast amounts of money spent on research it’s still
surprising to me to see that so many marketeers responsible for high
profile products and brands are still missing to hit the target -
namely that of the individual consumer."
In this article Marketing boss member Poa Jones offers 10 suggestions for marketers to improve the current situation.
Considering the vast amounts of money spent on research it’s still surprising to me to see that so many marketeers responsible for high profile products and brands are still missing to hit the target - namely that of the individual consumer.
Agreed, the landscape has become more complex but does that excuse the fact that so many campaigns don’t even touch the audiences they were designed to attract or influence?.
What can be done to change
this sad state of affairs?
Below I listed a few suggestions (some
serious, some more light-hearted) and invite members of the Marketing Boss group to
comment and/or add to it as they see fit.
The objective is to help future marketeers to look beyond conventional wisdom and develop strategies that truely engage and add real value to consumers lives thereby creating long term and sustainable competitive advantage for the products, brands and companies they are, or will be, responsible for.
Here are some suggestions:
1. Stop looking from the inside out. Step out, look back (as a consumer) and then go back inside and start
changing all the things you didn’t like when you looked back.
2. Avoid mass media solutions, look at environments which you can enrich and take ownership of.
3. Turn your brand into an entertainer.
4. Align yourself to the lifestyle interests of your target audience and then engage, by providing access to
unique and privileged experiences.
5. Surprise your customers by providing real and relevant added value, they will not only stay yours but will
also become your most effective sales force.
6. Be passionate about your brand, it’s contagious. If you can’t, change jobs and find a product or brand you
can truly believe in.
7. Stop managing your brand as you were ‘painting by numbres’. Be creative, break out to break through.
8. Seek partners that provide you with access to your target audience and then invest in new win win actions
that convert this 'captive' audience into new and loyal customers.
9. Don’t settle for conventional solutions. It only takes a bit of gut and imagination to cut through the clutter
and make a huge impact.
10. Don’t round up all the edges, irregular shapes will help to make your brand stand out.
11. Forget what the text books say, reinvent the rules and you will succeed, even on a relatively small budget.
12. Inaction will cost you existing and potential customers. Stop thinking and start doing.
. . . (over to you!!)
Poa Jones is currently based in Rome, Italy, where he serves as a Creative Director at Ignitesparks. You can connect with him here: (https://www.xing.com/profile/Poa_Jonas)
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