We all have days that drag on with what feels like little productive output, but when this turns into days (or weeks) it’s time to look for some inspiration. Marketing is not new, and there are probably more failed campaigns than successful ones. While we might know the ingredients to creating a strategy, sometimes it’s that additional final step that can take our creative thinking from repeated patterns to break-through campaign.
So relax your mind and allow some of these successful marketers give you the advice you need to shift gears.
“Activate your followers, don’t just collect them like stamps.”
Stacey Kehoe is the author of Get Online : 6 simple steps to launching a digital marketing strategy and the founder of two marketing agencies. Her marketing strategies have been hugely influential in many countries.
“Content marketing is a commitment, not a campaign.”
Jon Buscall, former Chief Executive Officer of Moondog Marketing, a Swedish creative marketing agency, tells stories. Visual, text or both, the aim of any project is to tell the whole story. By thinking outside the traditional frameworks, the agency was able to design many successful campaigns (or ‘commitments’) for The Guardian, Vistaprint and others.
“The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.”
David Ogilvy, who founded Ogilvy & Mather, in 1962, was called “the most sought-after wizard in today’s advertising industry” by Time. The executive, who was widely hailed as “The Father of Advertising”, knew that respect for your audience is key to motivating sales and building loyalty.
Know Your Destination
“Global doesn’t mean that you have to market to every single country… understand your company’s business strategy, your country priorities, and then determine what needs to be done.”
Pam Didner, author of Global Content Marketing, is a leading voice in B2B marketing. Didner’s approach combines pragmatic strategies with analysis to produce the best yielding results. Mapping a journey before setting out is the key to success, says Didner.
“Stop selling. Start helping.”
Zig Ziglar, an author and motivational speaker, has written more than 29 sales and motivational books, 10 of which have been translated into more than 36 different languages and dialects worldwide, according to his LinkedIn profile. Not everything is about the sale in advertising. Sometimes the big picture really is the benefit. A campaign that ‘sells’ the benefits of charity work or community involvement is really about helping; but a campaign about shoes can be just as helpful. Find the balance and create campaigns that offer people more.
So now you’ve had time to think differently, it’s time to put the advice of some of the most successful past and present marketeers into action.
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