Smart Marketing for Smart Customers (What Marketers Need to Know Today)

Our customers are getting smarter every day. But are we performing smart marketing too? I don’t think so.

When I have the chance to look at what most organisations are doing, I see that they are still living in the past of traditional media and have hardly dipped their toes into new media. Or they are using social media but still treating it as if it is traditional media! Neither plan will work. Here’s how marketers should be reaching, connecting and engaging their customers.

 

1. Don’t talk to everyone

We all know that you can’t please all the people all of the time, so why are we marketers still mass producing our messages? In the past, the annual marketing plan requirement was for us to develop a few ads for each of our planned campaigns.

Today with social media, we need a constant flow of new ads and new campaigns, each targeted at a sub-group of our audience, with individual messages. We need to not only to be mobile, but flexible, adaptable and ready to take advantage of any opportunity, the moment it happens.

One  of the best examples of this is still Oreo’s reaction to the power outage at the Superdome during the Super Bowl XLVII in 2013. The cookie’s social media team jumped on the cultural moment, tweeting an ad that read Power Out? No problem with a starkly-lit image of an Oreo with the caption, “You can still dunk in the dark.” Read more in this article on Wired.

Since then, we have seen a few more brands “stage” similar events during the Super Bowl; I’m referring to Tide and Snickers of course. What all these memorable moments have, is a deep understanding of both the audience – in this case of the Super Bowl – and their target customers.

Smart marketing focusses on understanding the customers of a targeted group of category users. And accepting to ignore those that don’t fit, even if they are currently using the brand. Are you brave enough to do the same?

 

2. Stand out from the crowd

A recent article in Forbes by Larry Myler mentioned and-out-in-a-crowd-of-competitors/#c0dbd4762fa9″ target=”_blank” rel=”noopener”>7 ways for a br>and to stand out from the crowd. These were:

  1. Provide Legendary Customer Service.
  2. Admit Mistakes and Fix Problems to Build Stronger Relationships.
  3. Be Honest About Your Products and Services.
  4. Come Up With Something New.
  5. Embrace Corporate Social Responsibility.
  6. Start a Blog.
  7. Offer a Guarantee.

What I find interesting about this list is that the first four concern customer service excellence, but the last three are more about the organisation. OK so they should also impact the customer, but not as directly as the first four.

Smart marketing can counter declining customer loyalty

The other thing, for me at least, is that I don’t think any of these will actually make a brand stand out from the crowd! After all, they are the table stakes for the social world we live in today. What do you think?

A survey conducted by KPMG and industry network The Consumer Goods Forum in April this year, found that nearly four out of every 10 consumer products executives think brand loyalty will see a decline among consumers over the next two years. Continue Reading

You’re missing out on A Free Communication Channel! (Any guesses what it is?)

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Are you as shocked as I am, to think that there is a free communication channel which most marketers are not using effectively today?

So what is this incredible channel? The Internet? No. Social Media? No.

OK, so everyone is excited about the web and have jumped on board the digital train. But some are already seeing that online advertising is not the “safest” way to communicate.

Take P&G for example. A recent AdAge article stated that:

Procter & Gamble‘s concerns about where its ads were showing up online contributed to a $140 million cutback in the company’s digital ad spending last quarter… 

P&G didn’t call out YouTube, the subject of many marketers’ ire earlier this year, … but did say digital ad spending fell because of choices to “temporarily restrict spending in digital forums where our ads were not being placed according to our standards and specifications.”

Will others follow? I don’t know. But I would like them all to reconsider their total advertising spend in light of this underutilised but highly effective channel that I’m about to share with you. Have you guessed what it is yet? It’s packaging!

Think about it. Packaging communicates in-store, on the shelf as shoppers pass by.

It communicates to users when they take it home and open it. Although for how long? See below for some developments in that area.

And it may also communicate when it’s used, whether it is snacks, drinks, breakfast cereals, cookies, pharmaceuticals or a whole load of other products which are consumed straight from the pack.

So if a pack has the possibility to communicate, why are so few marketers using it?

I believe it’s because they don’t see packaging as a communication channel, which is a serious mistake. After all, it’s free!

There are two very popular posts on C3Centricity on the topic, which you might like to read before continuing. The first is “How Communicating through Packaging is more Informative & Personal” which shares some great examples of how creative pack usage has become the basis of full media campaigns. Click the link above to read more.

The other is “Is your Packaging Product or Promotion?” which talks about why people don’t read instructions – until they need them – but they do read what’s written on packs. Click above to read more.

Both of these posts provide some great examples of companies which have used their packaging to communicate with their consumers. However they are a couple of years old now, so I wanted to update my thoughts on the packaging channel opportunities, as well as the examples I share.

After all, customers have become more demanding in recent years and want to know far more about the products they purchase.

And if you can’t wait to start a review of your own packaging, why not book a complimentary advisory session with me? Continue Reading

I hope you enjoy reading this blog post.

If you want me to catalyse your growth and profitability, just book a call.

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