Ad Campaigns Versus Platforms and How to Tell the Difference
Companies often want to change something. Direction, focus, resources, etc. At the heart of the desire for change is usually a dissatisfaction with the current situation. So far so good. But if the proposed change is predicated on a new ad campaign, regardless how creative the creativity is, it will inevitably disappoint and miss the goal if there is not an overarching strategy driving it.
Here are a few insights that you can consider to make your company’s marketing more successful. See how many of these insights you are currently using.
1. Create A Platform, Not A Campaign
To transform a strategy you need to move away from one-off thinking and ad campaigns toward an ongoing, enriching, and evolving marketing platform. This will allow your company to establish a consistent voice and personality and allow you to tell multiple stories with far more impact. For instance, you could create a micro-site within your company Website that has solutions to specific client challenges and use videos of instruction and client testimonials to explain how they solved their problem.
A successful marketing platform will contain many ways for customers to interact and learn more about your product. When this exists you won’t have to market your specific product, or any others in your portfolio, because customers will find them due to their natural curiosity and from recommendations from existing customers who told them about your product. This will allow you to talk in your company’s voice and tell the story that general marketing and the press is not going to report.
2. Create A Platform That Tells An Interesting Story
Everyone in your company should be a good storyteller, particularly about the company’s story. But how many companies take the time to accomplish this? Only the ones who understand that a platform story is not something that goes away after a campaign has run. It’s the foundation for all marketing and communications throughout the entire company. A great story is going to be remembered and even repeated far more often than a list of features and benefits. But it’s a different way of marketing and most companies don’t see the value in spending the time or resources. So they never get into their own voice but simply use acceptable marketing verbiage that will get approved.
Tom Marin is the Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.