6 Marketing Cues You Shouldn’t Ignore in Launching a Brand Campaign

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Thinking of launching a new brand marketing campaign? It’s both an exciting and pressure-building experience, particularly if your company has a lot riding on the expected outcomes of the campaign. Present marketplace realities have made it difficult for many companies to stay profitable, so bringing a new campaign to the market can be extremely important. Here are some cues you really shouldn’t ignore.

1. Don’t ever underestimate the power of a napkin. Some of the best ideas grow out of discussions with colleagues, and not necessarily those in the marketing department, per se. Ideas can occur from very unexpected places and people, and none should be ignored. Mingle. Entertain. Socialize. Be available. All of these can lead to the big idea you’ve been searching for.

2. Don’t do your brand campaign in a vacuum. Nature abhors a vacuum and so do smart brand strategists. That’s because they know knowledge really is power, so the more input you gather from as many sources as you can, the more likely you are to be able to synthesize it down to the one selling proposition you need.

3. Make your company a bonus—not a service—you want to sell. People purchase the expected outcomes they wish to achieve, not the process by which they achieve them. Many brand marketing campaigns fail because they are simply an announcement of a new widget or service, which benefits the company selling it, but fails to present the benefits the purchaser will receive. This misses the mark completely. The best way to stay on track with the purchaser is to offer the bonus the purchaser has been looking for.

4. Make sure you really are an expert in whatever you are marketing. Over the years, it has always amazed me how many companies attempted to sell things that they themselves were not expert in. Of course, eventually the market figures this out and that explains in great part why some companies succeed and others fail. Don’t try to be all things to all people. Rather, offer what you are expert in and leave the rest to someone else, or invest in that area and become the expert that is required.

Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.
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