The ad industry spends more than $465 billion each year to try to capture our attention. However, despite their best efforts, many marketing tools, such as direct mailers, wind up going straight in the trash, without being opened. With all of the content that consumers are bombarded with each day, how can you make your company stand out?
The following three questions will help you reevaluate your marketing strategy, leading to more successful campaigns and increased business.
Choose a different medium
Modern marketing is so much more than direct mail or email. Instead, the most successful advertising campaigns are often those that utilize unusual mediums.
In 2009 T-Mobile orchestrated large scale flash mobs to promote their “Life’s Worth Sharing” campaign. The videos of these events have more than 100 million YouTube hits, raised online searches for the company by 38%, and sales by an incredible 52%.
Choosing an unusual, or out of the ordinary, medium for your next marketing campaign, is an opportunity to be creative, while standing apart from your competition. Comic books, music albums, art installations, or flash mobs are all unusual ways to generate buzz about your company.
Choose what you’re marketing
Consumers, especially in the younger demographic groups, are becoming more interested in business practices than products. Because of this, running a campaign focusing on the ethical treatment and wages your corporation provides to overseas workers, may be more effective than a breakdown of the features of your latest project.
This also gives your company a chance to highlight your mission statement or values. For example, in 2012 Zappos released a comic book titled “Delivering Happiness”, which highlighted two of the company’s core values. The comic has consistently been in the top five best-selling customer service and retail books.
Choose who you work with
How you implement your marketing campaigns is often just as important as the content that contain. Because of this, it is important to work with a marketing group that supports and understands your visions. If you have been doing in-house marketing, consider employing an outside team for part or all of your marketing. Likewise, if you have a single company handle all of your material, consider diversifying with and using a new company for a print or radio campaign or even creating content yourself.
While reevaluating your marketing strategy can be risky, when done correctly it can have enormous payoffs.