marketing 101

the basics

  1. Consistent Branding: Ensure consistency in your brand's visual elements (logo, colors, fonts) across all marketing materials. Consistency builds trust and reinforces brand recognition.

  2. Know Your Audience: Use psychological principles to understand your target audience's needs, desires, and pain points. Tailor your marketing messages to resonate with their emotions and motivations.

  3. Create Compelling Storytelling: Use storytelling techniques to evoke emotion and relativity and create a connection with your audience.

  4. Utilize Visual Hierarchy: Design marketing materials with a clear visual hierarchy to guide the viewer's attention. Use contrast, size, and placement to emphasize key messages and calls to action.

  5. Incorporate Social Proof: Leverage social proof (such as testimonials, reviews, and user-generated content) to build trust, relativity, and credibility with potential customers.

  6. Optimize for Mobile: Design marketing materials with mobile users in mind. Please, please, please ensure your website is mobile-friendly and emails and advertisements are responsive and optimized for seamless viewing on smartphones and tablets.

  7. Personalize Your Marketing: This one is HUGE. Use data-driven insights to personalize your marketing messages and offers based on individual preferences, behaviors, and demographics. Personalization increases relevance and engagement.

  8. Focus on Benefits, Not Features: Highlight the benefits of your products or services rather than just listing their features or constantly trying to sell, sell, sell. Appeal to your audience's desires and aspirations by showing how your offerings can improve their lives.

  9. Measure and Analyze Results: Continuously monitor the performance of your marketing efforts using analytics tools. Identify which strategies are driving the most engagement, conversions, and ROI, and use this data to refine your future campaigns. FOLLOW THE DATA!

#1

deeper dive

Consistent Branding:

  • "Consistency breeds trust and recognition."

  • Keep your logo, colors, and fonts consistent across all platforms. Think Coca-Cola—no matter where you see it, you know it's them.

Know Your Audience:

  • "Understanding your audience is half the battle."

  • Use psychological principles to tap into their needs and desires. Ever notice how Spotify's personalized playlists always seem to know exactly what mood you're in? Get personal and connect deeper!

Craft a Compelling Story:

  • "Everyone loves a good story." Write a book that I won't want to put down.

  • Develop a narrative that resonates with your audience.

  • Take Airbnb's "Belong Anywhere" campaign—it's more than a tagline; it's an invitation to explore the world and connect with people from all walks of life.

Focus on Value Proposition:

  • "What makes you different?"

  • Highlight the benefits of your products or services. Think Apple—they don't just sell phones, they sell a lifestyle.

Utilize Social Proof:

  • "People trust people."

  • Showcase customer testimonials and reviews. Airbnb does this brilliantly by showing real people in real homes.

Optimize User Experience (UX):

  • "Make it easy for them." People get lazier by the day.

  • Ensure your website and content are mobile-friendly. Ever tried to navigate a non-mobile site on your phone? Ew.

Personalize Your Marketing:

  • "One size doesn't fit all."

  • Use data to tailor your messages to individual preferences. Amazon does this with their personalized product recommendations. Don't overcomplicate it!

Effective Call-to-Actions (CTAs):

  • "Lead them to the promised land."

  • Create CTAs that prompt action. Airbnb's "Book Now" button is simple, clear, and effective.

Leverage Emotional Branding:

  • "Connect on a deeper level."

  • Align your brand values with your audience's beliefs.

  • Look at Patagonia's "Don't Buy This Jacket" campaign—it's more than selling outdoor gear; it's about the root of their brand and promoting sustainability and responsible consumption, resonating with environmentally conscious consumers.

Measure and Analyze Results:

  • "Numbers don't lie."

  • Track your KPIs and adjust accordingly.

Incorporating these strategies into your marketing arsenal will help you cut through the noise and connect with your audience in meaningful ways. So go ahead, give it a go!

trade shows

Trade shows offer invaluable opportunities to showcase products, engage with human beings face-to-face, and build meaningful connections within the industry. To make the most of your next trade show appearance, consider these ten essential tips that combine marketing, networking, and general strategies.

the basics

Strategic Booth Design

  • Marketing: Design an eye-catching booth that reflects your brand identity and attracts attendees from a distance.

  • General: Ensure the layout encourages flow and easy access to displays and staff. Keep it clean, organized, and approachable.

Engaging Marketing Materials

  • Marketing: Create high-quality brochures, flyers, and promotional items that communicate your products/services effectively.

  • General: Use clear and concise messaging to convey your value proposition and key selling points. Don’t be overwhelming!

Interactive Opportunities:

  • Marketing: Incorporate interactive elements like product demos or VR experiences to engage attendees and leave a lasting impression.

  • General: Encourage hands-on interaction to foster genuine interest and curiosity about your offerings. Giveaways also never hurt.

Compelling Handouts:

  • Marketing: Develop informative and visually appealing handouts that attendees can take with them for future reference.

  • General: Include contact information, social media handles, and a clear call-to-action to encourage follow-up.

Effective Lead Capturing:

  • Marketing: Implement lead capture tools like QR codes or digital forms to collect attendee information for post-event follow-up.

  • General: Train your team on effective lead qualification and nurturing strategies to maximize conversion opportunities.

Networking Opportunities:

  • Marketing: Engage in networking events and one-on-one interactions to build relationships with industry professionals.

  • General: Be approachable, genuine, and prepared with a well-versed pitch to initiate conversations and leave a memorable impression.

Social Media Engagement:

  • Marketing: Utilize social media platforms to promote your trade show presence, share live updates, and engage with attendees online.

  • General: Encourage attendees to share their experiences and use event-specific hashtags to increase visibility and reach.

Follow-Up and Relationship Building:

  • Marketing: Send personalized follow-up emails or messages to leads and contacts made during the trade show to nurture relationships and move them through the sales funnel.

  • General: Stay connected with industry contacts through regular communication, updates, and networking opportunities to foster long-term relationships.

Feedback and Continuous Improvement:

  • Marketing: Gather feedback from attendees and team members to evaluate the effectiveness of your trade show marketing strategies and identify areas for improvement.

  • General: Analyze performance metrics, such as lead conversion rates, engagement levels, and ROI, to refine your approach and enhance future trade show success.

Preparation and Team Training:

  • Marketing: Plan and prepare for the trade show well in advance, ensuring alignment with your overall marketing goals and objectives.

  • General: Conduct comprehensive team training sessions to equip staff with the knowledge, skills, and resources needed to represent your brand effectively and deliver exceptional customer experiences.

#2

brand development = story development

I just got caught up to speed on the Fast & Furious Series. I've rewatched 1-3 over the years and am one of those people suggesting maybe they've let the franchise go on (way) too long.

If you want a masterclass in story or brand development, this series isn't it. If you want a masterclass in brand placement, this IS it.

Masterclass in Story Development? Not Quite.

  • Increasingly Absurd Plots: The films became progressively more unrealistic. The early films focused on street racing and car culture and captured that well while regressing to feature outlandish scenarios such as cars parachuting from planes, a chase across an ice field with a submarine, and space travel. Yes, space travel.

  • Inconsistent Character Development: The "family" went from boosting and racing cars to global operatives. There were frequent changes in character arcs and personalities that didn't align with previous portrayals. Characters who start as villains sometimes become integral members of the "family" without sufficient development to justify the change.

  • Retconning and Continuity Issues: Continuity problems include timeline reshuffling around Han's character and inconsistent explanations of characters' past actions or resurrections. The amount of people they brought back from the dead is wild.

  • Action Over Substance: There is a perception that the series prioritizes action sequences over meaningful storytelling. This focus on spectacle can result in shallow plots and character interactions that feel secondary to the next big stunt.

  • Unrealistic Physics and Stunts: Don't even get started on the disregard for the laws of physics and real-world logic in the series as it goes on.

Masterclass in Brand Placement? Absolutely

The masterclass on brand placement is brought to you by @Corona. Nothing has made me want to grab an ice-cold Corona the way Dom does and find my own beach the way these films do (other than the annual Feliz Navidad nostalgic Christmas commercial).

  • Natural Integration: Corona's presence in the films feels organic and natural. Rather than appearing as forced product placements, the beer is seamlessly woven into scenes that depict social interactions, celebrations, and family gatherings.

  • Character Association: The association of Corona with key characters, especially Dom Toretto, reinforces the brand's image. Dom's preference for Corona is established early in the series, and it becomes a recurring motif that reinforces his character's laid-back yet tough persona. This consistent portrayal helps to cement Corona as Dom's drink of choice, creating a strong character-brand association.

  • Cultural Fit: The "Fast and Furious" series heavily emphasizes themes of family, loyalty, and camaraderie. Corona fits perfectly within this cultural context. The scenes where characters enjoy a Corona together often underscore moments of unity and relaxation.

  • Iconic Moments: Some of the most memorable and quotable moments in the series involve Corona. "You can have any brew you want, as long as it's a Corona."

  • Subtle Promotion: Unlike overt product placements that can feel like blatant advertisements, Corona's integration is subtle and serves the story. The focus remains on the characters and their interactions, with Corona enhancing the scene rather than dominating it.

#3