I've worked in marketing for over 20 years, and it's not often you see great marketing, but how do you define a successful marketing campaign? We all have different definitions of good marketing because we have different needs, emotions and behaviours. However, we will always recognise great marketing when we see an advert, social media post or campaign that makes us say "yes."
I'll never forget being stuck at a US shopping centre without the ability to find a taxi. A lady beside me said, "just use Uber", and within 5 mins, I had a ride back to my hotel. Great marketing is when the target customer recommends your product to another customer as the solution simply solves your problem.
How do you deliver the same marketing for your business? You don't have to revolutionise your business area; you need to find a way to solve your customer's problems simply and easily. and make them smile. For example, in Europe, you often need to park in underground car parks that lead to many stairwells. I had no clue which direction to head in until I saw small footprints that showed in the right direction. Discovering everyday problems and solving them for your customer is excellent marketing. It's not a slogan, and it's not an image. It's a true understanding of your customer.
Let's dive into that further. "Just do it" is probably the most recognisable slogan, but why is it recognisable? It's because Nike knew their customer well enough and knew that motivation to get out the door to exercise is never easy, but when talking to motivated athletes, they kept hearing, "I just have to do it to be successful". It's about not thinking, just doing, and Nike found a successful slogan because it speaks to everyone who struggles to get out the door and exercise. We hear that voice in our head, "just do it."
You don't have to have the marketing budget of Nike or be the life-changing technology of Uber. You only need to have a deep understanding of your customer. Understand what is causing their problems and stopping them from utilising your business. Develop in-depth knowledge of your customer experience from the minute they have an issue or problem and the journey they undergo to discover a solution. Listen to their language and how they describe problems; here, you'll find triggers for great marketing. Marketing is a lot more than a slogan, so please don't think a great slogan will solve all your problems. It's about developing the right strategy for your business. Here are three great videos to help you develop the right strategy for your business