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 | 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 | Apr 4, 2024 | Advertising, Agency, Branding, Marketing
What does active listening mean for brands…and why does it matter?
We’ve all been there. We are immersed in our brands and rightly so! But that means we wrap ourselves up in the narrative we create, and get caught up in our very own echo chamber. We hear what we think… what we believe. And, it becomes second nature to assume everyone else is on the same page. But here’s the reality check – just because we’re familiar with our message, doesn’t mean our audience is. And if we find our creative vibe growing a bit tired, it doesn’t necessarily mean our audience feels the same. Listening to our echo chamber, it seems, is a trap that’s all too easy to fall into. We’re so entwined with our brands, it’s simple to think everyone else is too. But our audience? They don’t see it quite the same way.
The assumption that our intended audience is as involved as we are? That’s an assumption that is dangerous.
So, how can we stop ourselves from assuming?
The long and short of it all is simply stated. We need to engage in active listening. And there are lots of tools to do just that. In order to actively listen we need to have a genuine understanding what our audience wants. Actively listening provides us with all the answers…we just need to be open and engaged to act on the information that is given to us, by them… for the brand! I know I say this over and over, but can you say research?!
More importantly, we need to assess the brand’s message and how we, as marketers serve it up to audiences. Is it crafted into messages the brand’s audience wants to hear? Is the brand message delivered in such a way that resonates with the audience through stories and authenticity that they will find compelling?
Talk to them by simply listening.
Audiences in the year 2024 are diverse, and that’s putting it mildly. A broad spectrum of people with varying interests and preferences means we can’t rely on a single, catch-all message. What’s required is a deeper understanding and an approach that speaks to the different segments of our audience. Active listening and tailored messaging are fundamental for success.
With all the tech tools we’ve got these days at our fingertips, we’re far from supposing… or assuming. It goes without saying that social media, analytics, big data – they’re more than just industry jargon; they’re our roadmap to the minds of our audience. The key to harvesting this goldmine of data and information is to make decisions for the brand that speaks meaningfully to its intended audience. To keep it human. That is a must. Audiences (your consumers) aren’t interested in your brand, or any brand. They want what speaks to truthfully to them, in a way that makes them feel good and that means brands that are transparent, genuine, and have a heartbeat.
Speak to them about what they value.
How do we build those connections? Well, here’s that word of the year 2023: authenticity. People aren’t interested in the brand’s market share or profitability. As a matter of fact, I would say that the contrary happens. Audiences don’t value those types of brands. Today’s audiences want brands that stand for real values.
As brand marketers it really isn’t about only making the first impression right. It’ about continuing to always getting it right. We’re talking less shouting from the rooftops and more heart-to-hearts. Less assuming we know our audience’s perspective and more getting to really know the people we’re talking to. Suffice to say, we need to engage and make room at the table for a two-way conversation where both the brand and the consumer feel seen and heard. That’s how you build brands…by building communities.
So let’s quit the marketing echo chamber and embrace all the marketing platforms that are available to us out there. Making the most of the tech tools that are available, and keeping it real, is the only true way to market a brand. It will make sure that your brand doesn’t just talk, but speaks volumes. Putting our audiences first is the only path to success that will allow us to build bonds and communities that stick around for the long haul.
Have you been a victim of your own echo chamber?
by Miriam Hara | Dec 28, 2023 | Branding, Creative, Marketing
It’s that time of year again…when we look back and reflect on the year we’ve just experienced. And one true and tried tradition is the word of the year…or should I say words of the year. Each year, Merriam-Webster Dictionary and the Oxford University uncover the Word of the Year. In 2023, Merriam-Webster crowned “Authentic,” while Oxford University bestowed its honour upon “Rizz.” These two words may seem worlds apart, but understanding their nuances can be a game-changer in the realm of marketing and branding.
Authentic: Merriam-Webster’s Word of the Year
I can attest to the fact that the word “Authentic” has undoubtedly been very prevalent in marketing as a buzz word. I for one, use it a lot!…I believe I even wrote a blog about it! This doesn’t take away for its importance or significance. It’s a good word. It is a word that speaks to the hearts of those seeking genuine experiences in our every evolving and social world. It is all about sincerity, truthfulness, and a deep connection to one’s true self. When we sprinkle a little “Authentic” magic into the world of marketing and branding, something remarkable happens.
When a brand is authentic, it’s wearing being open and honest about its reason of being, its services, and values. Gen X, Gen Y and yes, even Generation Alpha, demand authenticity in the brands they engage with. They want to know that the companies they support are not just about the profitability and shareholder value… in fact, I’ll go so far as to say that they don’t care about that. They want to support brands that keep their promises and stay true to their ‘shared’ values. Today’s generations tend to gravitate toward brands that are candid about their practices, and they’re more likely to become brand ambassadors spreading the word to friends and family. Authenticity isn’t just a passing fad; it’s the foundation of a brand’s long-term success and covetted reputation.
Why Authenticity Matters: Why It’s Important
Building Trust: Authentic brands are like trust magnets. When consumers perceive a brand as the real deal, they’re more likely to trust its products and services.
Creating Loyalty: Authenticity isn’t just a one-time thing; it’s a recipe for customer loyalty. When people connect with a brand on a personal level, they tend to become repeat customers.
Word of Mouth: Authenticity fuels the rumour mill—in a good way! Happy customers become brand ambassadors, recommending authentic brands to others. Positive word-of-mouth marketing can send a brand soaring.
Long-Term Success: Brands that prioritize authenticity are often in it for the long haul. Authenticity is not a passing; it’s the North Star guiding a brand’s identity.
Differentiation: In the crowded marketplace, authenticity becomes your secret weapon. It’s what sets your brand apart from all others. Authenticity goes beyond product features; it’s your brand’s DNA.
Authenticity in Action: Dove
When we talk about authenticity, it’s hard not to mention Dove’s “Real Beauty” campaign. II would venture to say it was the first real authentic branding campaign way back when. Dove dared to challenge conventional beauty standards and celebrated body positivity. Their commitment to featuring real people in their ads, without any retouching, has struck a chord with consumers seeking authenticity in the beauty industry.
Rizz: Oxford University’s Word of the Year
Switching gears, let’s talk about Oxford University’s Word of the Year for 2023. This year, drumroll, please… it’s “Rizz.” So what is “Rizz”? It’s the Internet slang term that went viral on YouTube and the TikTok universe. The word is all about style, charm, and the irresistible ability to attract romantic or even steamy attention. In simpler terms, “rizz” means having magnetic charm that makes you a magnet for romantic or sexual interest. In the ever-changing landscape of language it’s very reflective of the in crowd and up and coming generations.
Why “Rizz” Matters: Why It’s Needed
WIth branding in 2024… having “Rizz” is a must and here’s how you can ‘work’ it.
Creating Appeal: Brands can sprinkle some “Rizz” to become more appealing to their target audience. Having that unique charm or charisma in branding draws in audiences with irresistible allure.
Differentiation: “Rizz” is the secret sauce for standing out in a crowded market. Brands that exude a certain “je ne sais quoi” (attractiveness) can shine brighter and capture the attention of consumers.
Building Emotional Connections: “Rizz” can foster and build emotional connections with customers. Consumers sensing a special allure with a brand are more likely to form strong, positive emotional bonds.
Consumer Engagement: When you infuse “Rizz” (style and cache) into marketing and branding strategies, people are just more naturally drawn to those brands, and they’re more likely to interact and engage with such brands.
Exemplifying “Rizz”: Apple
Without a doubt, Apple has mastered the art of creating a seamless “Rizz” experience. Apple products, from iPhones to MacBooks and Apple Watches, sync effortlessly, seamlessly bridging the real and digital worlds. Features like Apple Pay and the App Store further blur the lines between the physical and digital realms. And let’s not forget their packaging—it’s a thing of beauty and joy!
Whether your brand strives for being “Authentic”, or exudes that much coveted “Rizz” either can work wonders in marketing and branding. Both not only create appeal and differentiation which is needed in today’s cluttered market… they also forge deep and emotional connections with all audiences. The mainstay in marketing is understanding the ever-evolving landscape in which brands need to dominant. That includes the shift and changes of language and cultural trends. That’s the only way for brands to stay relevant and strike the right chord with their intended audiences.
What are your thoughts on these words of the year…and do you agree?
