Being authentic with your marketing is going to be instrumental in ensuring your success in the future. In the digital age, we are all being constantly bombarded with advertising, both overtly and subliminally, and with so much variety on offer, how do customers actually choose? You can’t advertise your way into a customer’s heart anymore. You need to get permission.
Permission to Advertise
With that in mind, what is permission like in the 21st century, and how do you go about getting it? It’s customers deciding that you are worth their precious time. Seth Godin says in his book ‘Purple Cow’, that you need to do something truly unique and genuine to show that you care and are creative.
While sales are important, they can’t be your overall agenda. Having an ulterior motive with you either being found out, or customers simply not believing in the content and messaging you create.
I saw something interesting last night, an article about how to keep that infamous millennial generation from quitting. But I think its applicable to a lot more than that. Lisa talks about how the generation who now form a substantial part of the workforce are powered by the thought of making a difference, and so often, workers can become demotivated if work is distilled to just numbers and targets
The millennial generation was brought up on the idea that they could change the world, and that what you do matters. This applies to your customers too. They will switch off if they feel they are just being sold to — but they want to be engaged. And they want to believe in you.
Brand in the Community
Ring has seen a lot of recent success with this approach; they want to decrease crime levels in your neighbourhood, and that’s why they’ve partnered with Neighbourhood Watch organisations up and down the country.
Dove, through their Real Beauty Campaign, transformed themselves from just a soap company, to something their customers could feel part of. Their advertising campaigns used the people that we all can recognise: sisters, mums, and friends. In short, they showed you, you.
Paypal is another great example of authenticity. They just want to help make payments between people online easier and safer. It underpins all their campaigns and makes us as consumers warm to them instantly. (Check out their Shop Braver. Pay Safer Video)
Crafting an Authentic Story
The key part of any story telling in marketing is ensuring your ideas have longevity, and can underpin your future campaigns.
- Follow your gut, write stories that are true to you.
- Are you proud to put it out? Does it mean something to you? If it does it will mean something to someone else.
- Passion will get you a long way, as will honesty. Everyone has flaws, own your mistakes, learn from them, and let it inform your future (here’s looking at you, KFC!)
- Stay Original. You do you, and don’t be tempted to copy.
- Craft campaigns, stories, and products with an individual in mind, rather than marketing en masse. We all have similarities, but we also relate to different parts of stories, and it’s easier to make it work if you imagine you are describing your product to one person who is similar to your target audience.
What about Beacon?
What about our agency, what’s our driver? All of us at Beacon are passionate problem solvers, we just want to help — that’s it. We also want nothing to get in the way of that, that’s why we put our pricing online.
It’s why we want to help train our clients, give suggestions on how they get the most out of a campaign. If there is something you could do easily without us, we’ll tell you, and show you how. We want to provide you with true value, always. So if that sounds good, let us know. We’d love to work with you.