“You shouldn’t notice clever marketing.” Justin Mullender, soundbite from a pep talk last week.
Words of wisdom and perfect soundbites from Justin are a common part of my life and this one I felt was worthy of sharing. Surprisingly, this very much excited him.
So what we were talking about:
✔ Marketing should not feel like someone is being sold too, it is more subtle: It is not about selling product features but giving them the reason of how or why it is going to solve a problem they have. It is about developing a relationship with your customers and having meaningful engagements. Some brands are even starting to take this further by building co-creation of products and services within their marketing strategies.
✔ Marketing done well will get an emotional response, not a functional one (as emotions wins hearts): Strong brands understand their customers and their emotions. They know how to connect with them and how to create an experience that is human and real!
✔ Justin started his career in advertising editing adverts for HMV alongside over household brand names and one of the things we discussed is that marketing shouldn’t feel fake. It shouldn’t feel like you’re falsely advertising a product, being deceitful or unethical. Ultimately, it should be authentic. Which spoiler alert is totally something customers want, authenticity.
What I do think we have to appreciate is marketing is clever, but a lot of people think they can do this. Because as marketers we are taught to be swans looking graceful above the water but kicking hard underneath the surface. A lot of clever ideas, thoughts, research and data go into achieving the above.
Let me know in the comments if you agree or disagree with Justin’s statement.
#Marketing #StrategicMarketing #Brand #BrandStrategy
