One of the tell tale signs of a successful brand campaign is how many people talk about it after they have seen it once or twice. If your campaign is the kind that needs to be seen many many different times before anyone can recall what it was you had to say then chances are you are the owner of a limited impact program.
To that end, there are a few things you can do to prevent this from happening:
- Know for certain who you are trying to communicate with. Is it a CEO or a middle manager who orders your product or both? There is a vast difference in language, graphics and tone that you will want to use to talk to each of these individuals. Common sense is always a good place to start. When presenting at the Corporate HQ you find yourself making an altogether different pitch than if you are in the plant selling to the foreman. Both are relevant and important but require different approaches.
- Know a lot about your prospect before you contact him. Little annoys and wastes time more than a sales rep who knows little to nothing about the company he is calling on.
- Know for certain what the customer really wants from you and your product assuming there is going to be a sale.
- Be precise in your marketing promises only saying what you can back up with 100% confidence.
- And lastly, and perhaps the most difficult, be creative in what you present. It’s so easy to say “be creative” and so difficult to be just that. Think of truly memorable campaigns; what did they have in common? I submit they all saw their world from the customers’ eyes.
If you practice these five steps you will be on your way to a successful brand marketing campaign.