People keep telling me that marketing has changed and that “old school” (pre 1995 and the web revolution)
tactics are dead.
I am here to completely disagree. The tools at our disposal may be different, but the theories and strategies of marketing remain constant.
If you do not understand your brand, message, market and the value you bring to that market, all the technology in the world will not help you.
Brand is far more than a pretty picture. It is the essence of who your company is and what you believe in. Your brand is the core of why you are in business and allows you to tell the story of what your value is to others.
That message, or story, needs to reflect the brand. It is how you convey what you do, why you do it, what problem your solution solves and why people should care. Being in business and not being able to convey what makes you different from others and why they should care about the product or service you have will lead to your downfall. The notion of build it and they will come is a fallacy. People need to understand why it is important to them and why they should change from the solution they are currently using to yours. That is the purpose of an effective brand story.
The market, is realizing who should you be paying attention to. NO, everyone is NOT your customer! An even better truism is that different people want your product and service for different reasons. It is up to you to figure out why people want what you have and develop different stories, aimed at different audiences, on different mediums, to gain their full attention.
To tie everything together, you need to understand what is the value that your potential clients deem that you have? Why do they care about your product or service and why will they spend money with you instead of your competition?
Until you understand these four key elements, you are marketing without and strategy. You are spending money without insight and probably communicating to the wrong people, in the wrong way about the wrong things. DOES THIS MAKE SENSE?
Here is a great interview with Gary Vaynerchuk talking about his views of where the marketing is going. It is 30 minutes well spent uninterrupted. For those who do not know Gary’s work, please realize that his style of delivery does include profanity, but the overall points he makes are brilliant.
Let us help you along the journey to understand your brand, your market, your message and your value. In the end we are here to #GetYOUNoticed!