by Miriam Hara | Jun 18, 2024 | Advertising, Branding, Business Success, Marketing
Timing is everything…especially when it comes to marketing tactics. Whether you’re launching a new brand or executing a plan for an existing one, timing is critical to the success of any initiative, regardless of where the brand is in its product life cycle. As marketers we are all about being on-trend and staying slightly ahead of the curve. It’s our nature not to look in the rearview mirror. We tend to look at the open road and the endless possibilities of what lies ahead.
That said, any marketer or brand manager will concur when I say that history is something to review. It’s always important to know how past marketing tactics and programs have fared. Why wouldn’t we, especially given the wealth of data available to us? Unfortunately, many times, when a past tactic has not performed well, it is often disregarded.
I’ve often heard “Oh, we’ve done this in the past and it hasn’t worked” during the course of brainstorming sessions, or marketing meetings.
KPIs are everything… or are they?
It’s very easy to dismiss a tactic or initiative because it poorly performed. However, sometimes the second time around is a charm. When assessing or evaluating a tactical program, you should base it on pre-determined KPIs. However, consider other factors that may have prevented the KPIs from being met, and carefully assess these factors before permanently discarding any past marketing tactics.
Although there are many elements to consider when evaluating any tactic.. here are the top three:
- Timing is everything…and needs to be evaluated in different ways.
a)Was the timing optimal for our audience/target market? As an agency developing programs, there are often delays out of anyone’s control. This begs the question: “Should we delay to a more appropriate time?”
b) Is this the right time to launch this type of marketing tactic in view of the brand’s journey? Is it too soon for such a tactic to even be considered?
- Are all the ducks in a row? In other words, was there a glitch in terms of the execution. This can take many forms. Did all the communications go out seamlessly and in a timely fashion? Werethe communications clear and accurate, or did they lead to confusion?
- Was the launch tentative? Was the necessary ‘hype’ or groundwork put in place to optimize the performance of the marketing tactic? Did we allocate enough budget to the initiative to ensure it garnered the attention of our target audience?
Second Time’s a Charm
Don’t be too quick to disregard the tactics of the past. It may surprise you when the second-go does perform to the KPIs. Suffice to say, it’s always good to revisit the past to see tactics that may have been ill-timed for the brand’s journey or for the target audience. Dusted off and refreshed, a ‘been there, done that’ tactic may pleasantly surprise you!
by Miriam Hara | Jun 4, 2024 | Branding, Design, Marketing
What is functional branding?
You’ve heard of functional art. It’s where art meets practicality without giving up on its artistic value. In essence it’s the delicate balance of form and function. Functional branding follows the same line of thinking. It’s where branding meets the science of functionality. Functional Branding is a discipline where a brand’s raison d’être is based on solving the problems of its consumers, eloquently.
Succinctly stated, it’s where brands fulfill a practical consumer need, while crafting a compelling narrative that is anchored in the products real world benefits and attributes. By seamlessly integrating the features of the brand with every communication touchpoint, brands can deliver satisfying consumer experiences that appeal to consumers emotively, fostering loyalty. It involves aligning the brand’s identity, values, and communications with the functional benefits its products or services offer.
In functional branding, the focus is on the practical benefits and utility of the products, while in image branding, the focus is more on the emotional or symbolic attributes a brand represents.
Strengthening brand image
While functional branding is inherently focused on practical benefits, it can deepen the brand’s overall image. By building a reputation for reliability, efficacy, and quality, brand image can flourish. In fact, functional branding is a foundational layer that supports and enhances a brand’s overall image. It makes the brand’s promises concrete and verifies them through functionality.
Patagonia and IKEA: Two highly functional brands
Patagonia has a strong brand image centered around environmental sustainability, ethical sourcing, and activism. These transcended and evolved from the basic Patagonia offering that emphasizes the functionality of its products. Their clothing and gear are designed to be durable, high-performing, and suitable for extreme outdoor activities. From the very beginning the, Panagonia brand always focused on the technical aspects of their products, which were are functional benefits for their target market of outdoor enthusiasts.
IKEA is another excellent example of how brand image and functional branding work together to create a cohesive brand experience that resonates with customers. They’re not just selling furniture; they’re selling the idea of smart living, where style and functionality are available to everyone, regardless of budget. Needless to say, IKEA focuses heavily on the practical benefits of its products and the ease of which they are assembled. IKEA maintains a strong connection between its brand image and the functional attributes of its products, creating a distinctive market position that appeals to consumers’ desire for style, functionality, and value.
These are only 2 of the many brands that offer consumers a deeper connection by being functional brands. From Zippo lighters to Apple to Nike. What’s your favourite functional brand and why? Please let share them here.
by Miriam Hara | May 24, 2024 | Advertising, Agency, Branding, Business Success, Creative, Marketing
‘Marketing Creative’: What’s that?
Marketing Creative is the ability to hone in on a brand’s message. Regardless of the industry it’s imperative to creatively articulate the brand message. Ultimately this is achieved by a creative team’s use of their transferable skills. These skills are perfected by years of experience and diverse exposure in many industries to achieve all kinds of mandates. For instance, my career has allowed me to contribute to many different industries (B2B and direct to consumer) in a variety of marketing mandates. It has enabled me to develop in myself and my team a nimbleness that is quite unique. And that development takes time and diligent effort not just to meet the requirements but to excel in them.
Despite the rules and regulations and in spite of the limitations!
The challenge many marketers face is attempting to break through the clutter and be different in an arena where they feel they have been handcuffed! Whether working on mandates in the Alcoholic Beverage Industry, Food Industry or Healthcare Industry, each industry has a set of advertising regulations. And these regulations must be adhered to. It’s very easy to throw in the towel and say”we can’t do this “and we aren’t allowed to do that”. That’s looking at the regulations at face value. When a brand has something unique to say, there is always a way to address that uniqueness.
Each industry is its own universe with its accompanied black holes! When we get called in, we work our marketing nimbleness to creatively articulate the brand’s messaging, uniqueness and image. And we need to do all that by avoiding being sucked in by a black hole that leaves your brand completely in the dark and void of any distinctiveness.
Everyone touts outside the box thinking…but it needs to be done inside the ‘regulation’ box.
It’s working inside the box of regulations that matters. It’s thinking outside the regulations but staying inside the box that makes brands perform. Achieving marketing creative prowess takes time, energy, and experience.The more you do it, the more you excel. With a career that transcends industry niche and focus, over three decades it has become a way of thinking for myself and my team. We must still endeavour to stand out without infringing on the rules that govern the industry…that’s what makes great creative. Actually, that’s what makes great marketing creative!
How do you creatively articulate a brand’s message when your hands are all tied up in knots?
by Miriam Hara | May 17, 2024 | Advertising, Branding, Marketing
‘Individuality’ segmenting is where it’s at. Ordering my Grande Chai Latte with oat milk at Starbucks got me thinking about marketing and how today our need to profile and segment has gone beyond the niche. Standing in line to place my order, my coffee craved humans waiting to place their order before me, made me realize how significant considering the “individual” as a segment has become the norm for marketing.
As names and orders were announced— “Tall white mocha no whip”, “Grande non-fat vanilla latte with 1 pump vanilla”, “Venti iced matcha with 2 pumps brown sugar & oat milk”, “Tall honey almond flat white”, “Grande chai tea latte with soy” – not one of us had the same order! That essentially means that not one of us had the same likes or parameters for our coffee… What does that say for marketing segmentation. Here I am in a “coffee lover niche” – and that’s all we have in common.
And while standing in line I realized how Starbuck’s menu mirrors the individuality of their niche target. Admittedly I am a Chai Latte with oat milk for sure. Am I the only one out there?
Individuality segmenting is where marketers will find true success. It wasn’t that long ago that marketing, and thus we, as marketers, relied heavily on demographics with the rigid dividers of age, ethnicity, gender (only 2!) or financial means, seems really archaic now. Can you believe we used to market so broadly?
The Digital Segmentation Era
Then ushered in the digital area, touting with its entry the new segmentation of psychographics. Psychographics is an approach to marketing that uses personality, value, belief and lifestyle as a measure. Wow isn’t that novel? The digital era required that as marketers, develop multi-dimensional targeting allowing brands and businesses to tap into digital properties and networks to reach inclusive grouping of minds, and hence the groupings of likes, dislikes, ideas and values…. With the digital era, it became the norm to speak to the psychographics of the demographics. Psychographics is the glue, connecting certain demographics (remember those rigid dividers?), and speaking to an underlying emotional character – sometimes subconscious.
Hello Social Segmentation
Segmentation evolved yet again, with social media. Along with its proliferation, from a marketing perspective, social media has opened the depth and breathe of market strategies to set aside the newly involved psychographics and start building communities. With social it’s about the community…but even the community isn’t “single-minded” or “one-minded”. Social media isn’t just about forming a homogenous community; it’s about embracing the unique identities within each community, as varied as individual DNA.
Marketing must now cater to each person’s ‘slice of life’— their journey, their identity…their individuality…just like their Starbucks coffee order. So, what do you think? Is Individuality segmenting a real marketing consideration or not?
by Miriam Hara | May 3, 2024 | Administration, Business Success, Management
Goodbyes are never easy and breaking up is hard to do no matter if it’s a personal relationship or a business relationship. Scratch that. If you are working in a good organization that caringly fosters culture and growth, chances are you are fortunate to share a personal relationship at some level with your colleagues. So the end result is that all relationships are personal, even the business ones.
It’s a Small World:
If there is truth with the saying that the world is small, the same can be said about the business community. Whatever your profession is; in the business world of marketing, sales, logistics, or finance; or if it’s in the medical arena and you’re a pharmacist, nurse, family doctor, or a medical specialist; that professional community is small.
It is in the interest of all parties to act professionally when saying goodbye because chances are you will run into one another, or yes, may even need the assistance of one another in the future. For instance, when transitioning from one company to another, you might find yourself working with former colleagues or clients in a new setting. You just never know! Working alongside one another every day, for 1year, 5years, or 15years…it is inevitable to have a personal relationship. And sometimes, even if it’s the best working relationship, there needs to be a parting of ways.
The “Be-Kind” Philosophy:
Relationships work both ways. So even when it comes time for a business relationship to end…keep your head high, and your heart kind. That has been my philosophy. In the years I’ve been in business I’ve had to say my fair share of good-byes.
The Reasons for Calling it Quits:
I’ve had to say my fair share of saying goodbye to awesome clients as there was a “change of guards”, or a change in their direction. And of course, I have had to say my goodbyes to fabulous team members that I had built an amazing rapport with. The reasons for their leaving range from a personal change, or to wanting something different, or just needing a change, or quite frankly, it just wasn’t working anymore.
I’ve always been accepting of the choices or the situation and have been professional about it. As a result of this, many of my former clients are my friends, and some clients have come back. Former team members still reach out to me to say hi, or for advice and it’s a beautiful thing. I acknowledge that there are some awful situations that merit being cut off at the pass forever and ever. However, doing it respectfully removes the drama and leaves the situation behind rather than it being part of history.
Time Brings Perspective:
In the interest of transparency, sometimes you need a break after the breakup. However if the breakup was done respectfully, then it’s only a matter of time before the ability to open the door and reach out becomes even remotely possible. When saying goodbye to a client or an employee or employer isn’t done professionally, you not only cut off any more history to be developed between you…but you amputate a part of your career as well. You can no longer reach out or draw in advice from people that can help you in your future endeavours. It’s really being short-sighted and self-sabotaging. It also really cuts into your networking opportunities.
Don’t Burn Bridges:
There is some truth to most sayings… and this one really resonates here. Not burning the bridge that links the 2 parties together is sound advice. When all is said and done, there are always 3 sides to a story… 3 perspectives to the same story…your side, the other side and the truth. By dealing with it professionally, you get the time you need to be able to look back at the situation with maybe a fresh perspective.
Navigating goodbyes in professional relationships is an art that requires kindness, respect, and foresight. Whether bidding farewell to clients, colleagues, or employers, the manner in which we part ways speaks volumes about our professionalism and character. By embracing the “be-kind” philosophy and understanding that relationships transcend transactions, we not only preserve bridges but also pave the way for potential future collaborations.
So, the next time you find yourself at the crossroads of a professional departure, remember to leave with grace, knowing that every goodbye is an opportunity for growth, reflection, and perhaps, a future hello…quicker than you realize.
