When you are starting new business, potential clients often ask: what is your area of expertise? We always say: marketing. Variety is key to a growing company, and getting caught in a silo of expertise can sometimes kill business, and new business, quicker than a twitter tweet. As long as your team is creative, flexible and has a strong research base, your limit is only the one you cast for yourself.
A wise marketing strategy can’t be entirely mechanical. Yes, doing your homework is involved. Getting a good plan in place is essential – but don’t ignore your gut. Intuition is key, and when you think something isn’t right, is a little off, you have to go with it. Common sense isn’t that common.
International functional beverage, food, vitamin and supplement store Liquid Nutrition has named 3H Communications as its branding and marketing agency. 3H started its assignment by redesigning the Liquid Nutrition website. The agency will also implement all of Liquid Nutrition’s: branding initiatives (in-store, consumer brochures, menu boards, point-of-sale), advertising (transit shelter campaign (currently in the Montreal Marketplace), couponing) and franchise initiatives (B2B advertising campaign (online and print) as well as all collateral).
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For effective pharmaceutical advertising you need to take off the lab coat. It might be intuitive to assume that regulation stomps creation, but structure can also be viewed as a firm jumping-off point. You need to colour within the guidelines.
There were two specific hurdles ahead of us at 3H when we partnered with global brand Johnson & Johnson to develop “Point it out”, a campaign for acne care product RETIN-A MICRO®: 1) Create a campaign that would speak to young adults while promoting a new OTC (over-the-counter) product, and 2) adhere to the strict guidelines of PAAB (Pharmaceutical Advertising Advisory Board).
This campaign also achieved duality, speaking with authority while welcoming the attention of the target (young adults) with its contemporary approach. Our creative had to be crisp and efficient, so we made every element informative – pairing strong headline messaging with a striking visual that instantly communicated the product’s benefits.
Use clear messaging; use bold creative.
Many marketers believe that the internet has replaced classic research methodology. The interactive/digital arena has allowed us different channels or more accurately, a different way to approach research. The age of online surveys is upon us- with its panel respondents and “e-recruitment” approach. Gathering critical information has never been easier…
But is that truly accurate?
Beware, these new “quick and easy” approaches come with their own set of disadvantages and compromises.
True enough, social media has allowed us the ability to segment and plunge into market trends and preference at little expense. One shouldn’t confuse the ability to reach with the ability to gather information of those segments. They are two entirely different components of the marketing whole. Those that believe that classic research approaches such as focus groups, surveys and case studies are things of the past, may be a tad too hasty.
The alphabet of market research may contain digital media; digital media does not replace it. In the ever changing world of marketing (B2B or B2C) reaching “consumers” via social media is an integral part of your published content vehicle- it is important to publish text, video and keep above the tide of the feed. Not only will research help you to develop your target, it will give you an edge on the competition and help you in strategizing your campaigns.
Classic marketing research needed to adapt and it has. The ability to do online focus groups (no, not surveys) in the comfort of your own home is really something to celebrate! I recently attended one through an innovative firm, Head Research… and loved it!
The need for a concise and professional discussion protocol, with the added expertise of an excellent moderator can never be replaced. Just like a well engineered survey questionnaire. Market Research must be done well as it gives a company a strong backbone and further leverages investment potential.
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