Consumer marketing has been around for as long as there have been consumers. The difference between early marketing efforts and what you can do today has to do with the ease of learning which marketing techniques work and which do not. Brands have to understand when their marketing efforts lose effectiveness and how to get back into the game when marketing campaigns go stale.
Tracking the effectiveness of ad campaigns has never been easier or more powerful.
With the analytics that are readily available today for digital advertising and marketing, there is no excuse for not knowing how well an ad campaign is performing. But simply being digital and multichannel is not enough. Your customers are human after all. Here are seven consumer marketing tactics that have a track record of getting good results.
1. Make an Emotional Connection
People remember information better when it connects with emotions. While on some level people want to know how your product works, mostly they want to know how their lives will be better for having it. In other words, the ad showing the happy family enjoying a birthday dinner at home will resonate more than the ad for the stove and oven that lists all its features.
2. Pique Fear of Missing Out
Fear is an emotion, and it gets a reaction. However, you do not have to make people fear for their lives. Just the fear of missing out on something good can be powerful. Missing out on your big sale, or your new, limited-edition product can be an effective focus of your consumer marketing campaign.
3. Promote Exclusivity
Everyone wants to feel important, as if they are in an exclusive group, and advertising that mines this need can be remarkably effective. Promoting your product as the choice of the discerning parent, car owner, or woodworker invites people into a world that is somewhat set apart from the everyday. It makes them feel as if they have "arrived".
4. Partner with Other Brands
Creative marketing partnerships can be terrific for jump-starting a consumer marketing campaign. A great partnership will generally bring out both parties’ best efforts (out of a sense of competitiveness if nothing else), while exposing your brand to a new audience. A clothing brand might partner with a musician, or a bakery could partner with a florist during “wedding season.”
5. Develop a Strong Social Media Strategy
Successful social media strategies require diligence, but can produce outstanding results.
Posting to Facebook and Twitter should not just be an afterthought for your brand, because a strong social media strategy can be tremendous for brand-building. Choose two or three platforms on which to focus your efforts, create an editorial schedule for posting, and commit to it. Most platforms offer extensive analytics so you can learn right away what works and who your audience is. Knowing your audience will be especially important if you do any paid social media advertising because of the powerful targeting tools social media platforms have.
6. Do Not Be Afraid to Be Funny or Offbeat
While some products or services will never be appropriate for humor, most are, at least some of the time. Brands that are able to laugh at themselves along with consumers often pick up considerable good will from their customer base. Whether it is the Old Spice guy on a horse or Cat construction machines playing a gigantic game of Jenga, the funny and offbeat can be a welcome distraction for most consumers.
7. Pay Attention to Your Existing Customers
Special promotions to bring in new customers are nothing new, but how long has it been since you have done something special for your long-time loyal customers? After all, keeping existing customers is far less expensive than acquiring new ones, so why not offer your long-term customers five dollars off, or first access to a new product? Do not forget that your competitors would love to draw those loyal customers over to their side, and are probably trying to do so right now.
With the internet, social media, and mobile devices, consumer marketing has entered a phase unlike anything before. Because it is so easy to collect data with digital advertising, it is also easier to plan consumer marketing campaigns based on sound tactics that are known to move the needle.
Ultimately, all of these tactics are about making a connection with consumers and maintaining it. The specifics will vary with product, industry, and technology trends, but when you make a one-to-one connection with the person viewing or otherwise consuming your content, that is when you move toward a healthy return on your consumer marketing investment.
Topics consumer marketing