All this noise!
how can YOU stand out?
“There is only one thing in the world worse than being talked about, and that is not being talked about.” … Oscar Wilde
It seems that every B2B external communications team (or person) has managed to ensure their business and it’s product or service is being talked about. So much so, that it is impossible to escape all this noise. Millions of businesses are promoting themselves in many ways, through many channels; all with the aim of raising brand awareness, engaging new prospects and ultimately making sales.
With all this noise it has become almost impossible to stand out from the competition. Guerilla marketing tactics are being increasingly employed in the hope of achieving just that – standing out and being remembered.
The best campaigns are those that approach the messaging from the CUSTOMER perspective, rather than the BUSINESS perspective. Here’s a great example: Evian’s Live Young viral Baby&Me YouTube clip: https://www.youtube.com/watch?v=_4rR6xlgBpo
WHAT A GREAT AD!
Evian clearly looked from the outside in for this campaign, in other words they demonstrated what drinking their water CAN DO FOR THEIR CUSTOMERS rather than showing how fresh their water is and that they are a great company.
So now I turn to the huge volumes of businesses that simply broadcast how great their products and/or services are rather than what they can do for their customers. Don’t get caught in the trap of using your business USP. Instead really do look at your business from your customer’s point of view.
When planning or even reviewing your existing campaigns – try asking these questions:
- What do you want to be remembered for?
- Who do you want to remember you?
- What do you want them to do?
- When do you want them to do it?
Ask your customers:
- What do you need from this product or service?
- What can this product or service do for you?
- Why did you buy this product or service?
- When did you buy this product or service?
- What do you know about this company?
- Where did you hear about this company?
You don’t have to reach out to masses of clients – try a snapshot first to get some good insights. Then take another look at your campaign and see what you can add to make it better. There is always an opportunity to make it better once you have more information.
Next – and this is hugely important – LAUGH !! add some humour into your messaging, where appropriate. People always remember what makes them feel good – and a smile goes a long way (the Evian add still makes me smile and want to get up and dance!)
TRY IT OUT: Involve your customers in your new campaign – test it out on them. This will show you as a confident marketer who values your clients by not being afraid to ask for their input.
GO FOR IT once you have your message run it through a longer period whilst tracking responses. That way you can see if any external influencers, such as seasonal changes, affect responses
Need a little help? Call us, we’d welcome the opportunity to laugh and dance with you!