4 Steps to Building Brand Relevance in an ‘Always-On’ Ad Culture
We’ve all heard it.
““It’s Not Rocket Science.””
It’s one of those buzz-expressions that reduces still-complex problems to a binary. In advertising, it’s both an often overlooked truth and an over-simplification.
But in a culture of fast-paced consumption where people and brands create and engage with content in enormous quantities at breakneck speeds, large brands and businesses struggle to efficiently and effectively position themselves in the right place at the right time.
Advertising, historically touted as equal parts art + science, doesn’t have a magic formula. Contrary to what many in the industry would tell you, there is no surefire route to success -- but there are proven methods and strategies that have survived the test of time, and the ever-changing “canvas,” (the medium by which our message is delivered).
1 - Determine the Appropriate Media-Mix
It might sound like Marketing 101, but diversifying your media mix is an often-overlooked-but-always-necessary part of achieving and maintaining relevance -- no matter your industry. That said, considering the most efficient path-to-purchase (If “purchases,” are your thing) is usually a good place to start. Hedge your bets by allocating your budget to the channels that are the most likely to drive measurable, needle-moving results -- and don’t be afraid to rely on third-party research about which tactics are most effective for your desired result. Combine multiple platforms, delicately sewn together with a cross-channel strategy, to reach your users in as many places as possible (I can help with that!). Consider the capabilities of all of the tactics at your disposal, traditional media, digital media, OOH, experiential, etc., and choose methods that complement each other. Determine the appropriate measurement metrics for each tactic (It won’t always be “purchases,”) and you’re off to the races.
2 - Develop a Content Strategy and Efficiently Execute
“Knowing your audience,” is a commonly-referenced buzz phrase in our industry, but it’s much easier said than done. However, tools like social media (Ever heard of it?) make listening to your real, living, breathing customers, easier than ever. Inform your approach with low-hanging fruit! Synthesize topics and messaging from conversations your customers are already having. Conversely, it’s just as important to understand your brand and your business and the role it serves in your customers’ lives. Know your brand’s strengths and where you should play -- and maybe more importantly, know where you shouldn’t play. Develop a content strategy by understanding the value and benefits that your customers get from using your product or service, and seek to solve more of their problems.
To that end, a practical rule of thumb (subject to change according to industry and a bunch of other variables) is to dedicate roughly 80% of your content production to creating “goodwill,” content that offers your customers a helpful solution without the approach of pushing a sale, and 20% of your efforts to creating content that offers your product or service as a solution to that problem. I.e., “Are you looking for ways to stay in front of your customers? Well, we’ve got a media solution for you," (Wink). That ratio might not be appropriate for your business, but it’s important to consider how you’ll approach content production and topics prior to embarking on a strategy.
Choose topics that are broad enough to translate well across multiple platforms and channels, and create a “core” piece of content for each topic that can be repurposed across several platforms . Nuancing content for each platform can be tricky, but with the proper core content it doesn’t have to be difficult or time-intensive. Push that content via a variety of predetermined channels and tactics (traditional, digital, experiential and the like) and voila, you’ve got a roadmap for cross-channel success.
3 - Measure, Optimize, and Pivot with Agility
Agility in marketing means more than quick-production -- it means keeping your finger on the pulse of a campaign and responding to performance queues accordingly. Budgets shouldn’t necessarily be fluid, but if a paid media campaign on one specific channel is outperforming its counterparts, it’s probably a good idea to consider pivoting the media budget to accommodate the top-performer.
Traditional marketers sometimes struggle with adapting to the necessity to generate instant (and polished) content, or pivot predetermined budgets, but it’s imperative to be nimble in today’s marketplace. Years of experience and education related to looking at every piece of a campaign (creative or otherwise) under a microscope have bred a generation of refined, detail-oriented professional marketers, but often at the cost of time and resources. In the world of instant-gratification, consumers expect content by the boat-load, and may be less concerned with the nuances of your brand than you might think.
4 - Try, Try Again
As cliche as it sounds, the prospect of failure while building your brand can be just as helpful as the successes. Keep track of your missteps and avoid repeating, but don’t be afraid to delve into the unknown and utilize platforms that haven’t yet been explored. There’s gold in them-thar’ hills, and you could be the pioneer that strikes oil first. Increase your chances of doing so by leveraging multiple channels, traditional and digital, offline and online, whenever possible.
It’s important to understand (or rather accept) the ever-changing nature of media and brand-consumer communication. As the dynamic between both parties changes, so must the strategies that businesses employ to deliver results. I like to help brands deliver experiences that make people feel and that means creating plans and strategies that can stand alone or supplement other media initiatives. Targeted digital capabilities are virtually endless, and can drive or complement initiatives and campaigns for businesses large and small, and modern analytics allow brands to deliver trackable results when they’ve got a story to tell the world. To learn more about this approach and the stuff that I can help with, give me a shout.