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 Tara Ford | Jun 11, 2024 | Advertising, Branding, Creative, Design, Marketing
Back to the Future
What a powerful tool Nostalgia is, especially in advertising. Connecting with your target market on an emotional level is the sweet spot we are all looking for as marketers. Creating nostalgia through advertising brings back fond memories and reinforces a sense of comfort and security. This comfort and security leads consumers to be more likely to trust and purchase from the brand. Whether it is illustrated through a black-and-white photo, a retro color scheme, or an old-school jingle, these nostalgic design elements can trigger a flood of warm memories that bring joy to consumers. And then, almost like magic those positive emotions become associated with the brand.
What is Retro Marketing Strategy?
Picture this: you’re driving down a country road, wind blowing through your hair and a familiar song comes on that transports you straight back to your 21st birthday. That was a good year. Now place that song in an ad for a product or service. You will be more inclined to stop, listen and smile. In this moment the nostalgia has got you hook, line, and sinker. Elements like this transport you to another time and flood your mind and body with an explosion of emotions. That’s the magic of nostalgia, and it’s the driving force behind a powerful trend in advertising: Retro Marketing. This strategy isn’t just about looking cool or vintage, it’s about creating deep, emotional connections with consumers by taking them on a trip down memory lane.
Retro Marketing Strategy: How to utilize it
Whether it’s through music, fashion or art, retro style marketing is all about bringing back elements from the past and giving them a new life. When brands incorporate these nostalgic elements into their marketing campaigns, they tap into consumers’ sentimental feelings and happy memories. This approach goes beyond just a vintage aesthetic; it’s an intentional marketing strategy, specifically designed to evoke emotions and create a sense of familiarity and comfort. This sudden infusion of comfort and familiarity is effortlesly transferred to the brand before you even realize it.
Generational Reach
You’ve heard the infamous proverb ‘Everything old is new… again’ which highlights the cyclical nature of culture and innovation. Retro marketing works for many brands for that reason. A new spin on an old concept or trend. It resonates with multiple generations, from Baby Boomers who lived through the original eras, to Millennials and Gen Z who appreciate the charm of “vintage” styles. Children often recognize and remember brands and logos from a young age. These early impressions shape their lifelong purchasing habits and brand loyalty. Childhood memories play a crucial role in retro marketing because this is when many of our preferences and loyalties are formed. By tapping into these formative years, brands can create lasting connections with consumers that continue well into adulthood.
Universal Appeal
The beauty of nostalgia is that it has a universal appeal that can cross a multitude of boundaries. It isn’t confined by age, culture, or geography. Which is why retro marketing is a versatile tool that can attract a wide and diverse audience. By blending retro design elements from the past with contemporary trends, brands can create campaigns that feel both timeless and fresh.
Retro Connections
In a world where trends come and go at lightning speed, retro marketing offers a way to create timeless, lasting connections with consumers.
By combining the familiar and comforting elements of the past, with the innovation of the present, brands can craft campaigns that resonate on a deep emotional level. This blend of past and present not only attracts attention but also builds enduring loyalty.
Retro marketing is more than just a nod to the past, it’s a strategic approach that leverages the power of nostalgia to create meaningful, emotional connections with consumers. By evoking happy memories and comforting familiarity, brands can foster trust and loyalty that stand the test of time.
So, the next time you spot a retro-inspired ad, take a moment and feel the nostalgia flood in – that’s the magic of Retro Marketing.
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 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 | Feb 22, 2024 | Agency, Branding, Marketing
A favourite analogy of mine is equating brand positioning to finding the perfect spot on a crowded beach. And the perfect spot to find is to be in the thick of the action but not swamped in the noise. Isn’t that right? It goes without saying regardless of what the product/service is, or what brand, creating a unique space in your target audience’s mind is crucial for standing out.
I think we can all agree that brand positioning is about being different. But there is more to it. More specifically, it’s about being distinctly different in a way that’s valuable to your target audience.
There are 2 distinctive brands that exemplify this eloquently. 1) Apple isn’t just another tech company; it has positioned itself as an innovator, a lifestyle brand signifying creativity, simplicity, and sophistication. Yes, Apple has Steve Jobbs to thank for that…initially that is. But I think we can all agree that Apple’s brand positioning has transcended even Steve Jobbs. And 2) Tesla has marked its unique position as a pioneer in sustainable luxury vehicles, beautifully marrying environmental consciousness with luxury and performance. Again Elan Musk has had a lot to assist in bolstering that brand position, but the Telsa resonates because it has intrinsic value to consumers.
Developing a positioning for your brand is fundamental.
How to go about doing that is not that difficult…you just need to find the perfect spot in the market place and stake your claim. Here’s a few questions that need to be addressed in order to position your brand.
Know Your Audience: Sounds simple, right? But it’s more than demographics. It’s about understand their needs, desires, and pain points. What are they seeking that they can’t find? And how can you fill that void?
Determine Unique Value Promise: What sets your brand apart? What unique offering can you provide in a way that resonates with your audience at their core? And make sure that your brand can do so, consistently.
Know Your Competitors: What other brands are out there, in the crowded market that can be perceived to be the same as your brand? And if that’s the perception why is that? And why isn’t that the case?
Once you’ve addressed the questions in the 3 steps above, you’re ready to take pen to paper and articulate your Positioning Statement: Utilizing the information you’ve collected, start crafting a succinct statement conveying your brand’s unique value, its target audience, and how it differs from your competitors.
Once your positioning is defined you need to put it out there… it needs to get exposure and it needs to be consistent across all touchpoints, from your website and social media to your customer service and product packaging.
Positioning a Brand Takes Consistent Effort.
Brand positioning is not a one-off event, but rather a continuous process. It requires routine review and tweaking. As your audience and the market evolves so does the need for your brand to evolve too.
Ready to carve a unique spot for your brand in a crowded market? Contact us!
