After clearly defining your brand with a clear-cut Value Proposition and strategically developing your bland plan, your next step is presenting the story to your market. We’re all exposed to thousands of promotional messages every day and to cut through all of that clutter, your message must get attention and be presented with impact and drama. You have to deliver with Dramatic Moments. This is the result of all of the consumer interviews, focus groups, strategy statements, product evaluations, and position statements. Drama without a reason to buy is worthless.
But, the best approach is to give them a reason to buy based on your tiebreaker, or Value Proposition, and knock their socks off in the process. It’s important to assemble a proven team of problem-solvers, advertising and marketing strategists and creative professionals, or work with other agencies and designers, even yours, to get the best Dramatic Moments possible.
The most effective campaigns are built through a collaborative effort between the creative team and the channel planners. Best results are reached when you work in conjunction with all these folks to decide what the size and length should be; whether to include radio, outdoor, TV, mobile or the online components of PPC, social media, content marketing and email; balancing frequency and impact with an eye to the budget and a profitable ROI. In time, it all comes together to cover the market, minds and emotions of those falling within the geographic and demographic targets. That’s how WOW! brands are made and how results are achieved. Contact us here to see how this approach might work for your business.
About the Author
Gordon Conner is a Marketing & Branding Consultant/Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@BranWorks.com, or www.BranWorks.com.