Rethinking How We Do

Rethinking How We Do

It's not about what we need to do. It's about how we do it. Correct?

Depends.  

  • Everyone needs to get the word to the people: about their product, their discounted offer, their nice offer.
  • Everyone brand wants to create more of a following, and a loyalty.
  • Everyone feels the needs to market something.

So if everyone is trying to do the above, then it's a bit of a free-for-all fest. And you're in an bewildering race. How do you do this better, and not get caught up in it?

So here's what not to do:

  • Blanket advertise because you have to. (Think flyers dumped in the streets)
  • Push products and discounts at people in a frenzy. (Especially when they’re not your ideal customer)
  • Make flyers for handouts. (Unless you have an open-for-all braai on a Saturday, then it's cool.)
  • Slap a website together. "Oh yeah, I just need something up," I hear people say. Customers are more insightful than you think. A bad web page doesn't translate well.
  • Shove up a Facebook page. "We just need it there."

There's the association game to think about. When people think about your market presence, what comes to their mind? All of the above will probably lead them to the greasy salesman conclusion or arrogant brand.  

Today people want to connect.

Seth Godin puts it well when he talks about the connection economy. Trust and Relationships are the new currency.

Before you do it. Ask yourself: Will this instill more trust about my brand in the market? Will this build a relationship somewhere? If the answer is no, then don't do it.

Re-think hiring a new ad agency (or not) and think about pivoting the direction of your brand (if you care about it).

(photo via markus spiske)