As big brands own an important amount of money to invest in publicity services, it is difficult for small businesses to compete against them. However, Victoria Kreyger states that the key to success is not having large amounts of money, but to create a strong connection between the customer and the brand, for example sharing great stories with them. Online advertising and social sharing are a fact in the Internet Era, therefore, small businesses do have an opportunity to win the battle of attracting customer’s attention, even with a shorter budget. In today’s post, many relevant ideas are given on how to achieve success in marketing campaigns, also the three most effective marketing campaigns in 2014 are analyzed.
Money does not grow on trees, therefore, here go some of the basic principles to be effective in marketing and at the same time avoid cash flow problems:
- First of all, it is essential to make an impact on the emotional part of the clients. It is not enough to provide information on the functional aspects or benefits of the product. The following questions should be clearly answered; how does the product make the customers feel? Or does it save them time? In that case, more time equals more minutes to spend on things that really matter to them.
- In the words of Kreyger (2015) you should “Share the mission that inspired your business in the first place”. This means to explain how the product help customers.
- It is a good choice to make the best customers of the brand ambassadors. If they are encouraged to produce user-generated content, this will give support to the brand and also communicate other possible clients how people are benefiting from that product.
- To know one’s audience is fundamental. According to Marsha Collier (2014), “Each social network has a unique identity and audience, so take time to research the demographics of the social marketing platforms you use to share”. It is obvious that all websites are not the same. Therefore, it is important to check where one’s target audience is as this will determine where to share the content. Related to this point, it is highly recommended to check what clients share on their social media in order to make your content relevant to readers.
- It is better to avoid constant self-reference. For customers it is annoying this repetitive self-reference and it has been proved that it does not stimulate engagement. Instead of using this useless method, use stories to illustrate the advantages of the product. Do not forget to use the word “you”, personalize your message to the reader.
- Last but not least, it is a must to track the responses and comments of your pieces in social networks. In the words of Collier (2014) “When you share links on social media platforms, use the many free metrics tools to decipher which of your posts were on track”, it is relevant to find out if the posts were read and shared as this permits to make them go viral (and therefore make more money). Otherwise, if a media platform is not working for one’s business it is better to measure and put the effort into others that will. However, bear in mind that it takes time and continuity to translate this content into sales.
To get some inspiration, we should focus on the most successful marketing campaigns in 2014 that strictly follow some of the aforementioned advices.
The main difference of this commercial is that it was created by fans, while it is common to find advertisements done by creative agencies. Around 4,900 people participated in the contest of Doritos for the Super Bowl and the winner was Scott Zabielski. This man spent only $2,000 producing his commercial and earned $1 million and a new job in return.
The case of Zabielski demonstrates that original ideas can be found in surprising places “and you can uncover that content by rewarding and recognizing brand advocates who are willing to go public in support of your business” adds Treygger (2015).
Nike’s campaign strongly reminds us that big achievements are the result of humble beginnings and hard work of ordinary people. The beginning of the advertisement “Greatness it’s just something we made up. Somehow we come to believe that greatness is a gift reserved for a chosen few, for prodigies, for superstars, and the rest of us can only stand by watching”, it is a powerful message. This 6 minutes-long video inspired most of the audience with its positive and moving messages to undertake new challenges that one is not sure of accomplishing.
The example of Nike show that talking about one’s products and services is no longer useful. Creating a strong bond between your brand and the customer is much more effective because it touches clients “at a deeper level” and stimulates their motivation.
In the third place, it must be mentioned the digital campaign of the brand Always that commercializes feminine hygiene products. Under the name “Like a Girl”, their advertisement has been viewed over 60 million times on YouTube and it was also the top digital campaign of the Super Bowl. The commercial shows how adults and younger boys and girls interpret the phrase “like a girl”, which in many situations was performed as an insult. Treygger concludes saying that “After examining consumer research, Always discovered that girls experience a significant drop in self-confidence when they hit puberty – a deep insight that shifted how they went after their customers” (2015). Common advertisements tend to guide women to a very idealized version of themselves, while Always’ goal is to give the public a realistic portrait of their “target shopper”.
What this commercial underlines is that people must see themselves in the brand one is trying to sell. “The best marketing helps people envision themselves as the perfect candidate for the product or service being offered” concludes Treygger (2015).
To sum up, the marketing campaign needs to be memorable and it is good to leave your customers talking about the product or service. Furthermore, it is a fact that marketing have changed a lot in the last decade and as this content is sharable in social media, it is not necessary to spend tons and tons of money.
# Collier, M. (2014, June 19). Entrepreneur. Retrieved from http://www.entrepreneur.com/article/234995
# LePage, E. (2015, March 11). Retrieved from http://blog.hootsuite.com/successful-marketing-campaigns/
# Treyger, V. (2015, April 6). Forbes. Retrieved from http://www.forbes.com/sites/womensmedia/2015/04/06/you-should-copy-these-best-marketing-campaigns-of-2014/