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IT'S NOT ABOUT HOW LOUD YOU SING, ITS ABOUT WHAT MUSIC YOU PLAY

One of the biggest challenges in the noisy world of marketing, is „How can I pitch my product in such a way that I am not necessarily adding to the noise?  The better question perhaps is: “How can I borrow successful noise already in the market place to not only save in marketing costs and avoid adding extra noise, but reaching a bigger market than intended audience stake, than going it alone.  i.e. How can I create a higher demand for my product rather than raising awareness of my product? (we like to call this market NOISE)

This is in fact the ideology behind the FORDING’S sales and marketing mind-set. You will often read articles about the need to create more noise than the others, or better noise or optimal channels to create noise through digital sales.

However, we believe that adding to the noise, is only “afflicting more insult to injury.” The consumer is becoming immune to brand recognition, especially to new brands or brands that are not well known. We are being bombarded past our own level of retention.  We are NOT saying that people have become immune to advertising, we are saying that it is harder to achieve Brand awareness and loyalty in a noisy environment.

In an article written by the Forbes Group concerning the behaviour of Millennials to advertising, the author – Daniel Newman writes: “But Millennials do not want to be talked at. They are used to having the control over the information at their fingertips everyday – They want to be rewarded for their loyalty for their follows or likes.”[1] Although we do not wholeheartedly agree with Mr Newman, we certainly agree that the over saturation of posts from all kinds of companies each day make us feel talked at, and we do share the sentiment that if we share the purpose of our company with our clients with similar mind-sets, we can create a strong loyalty around a brand.

But let’s get back to the initial question. How do we achieve customer demand above the noise of the markets?  One of our favourite recipes is the practice of Brandscaping.  Synonymous with Brandscaping is Andrew Davies a highly respected speaker and author and marketing expert.  In an interview with Travel Weekly, Andrew describes Brandscaping as:

“a marketing methodology that essentially leverages the audience of other brands to increase demand for the products or services you sell,” Davis said “In very basic terms, a brandscape is a series of brands working together to create content that drives sales.” [2]

Now although on the outset this all sounds rather clinical, it isn’t, it is about creating emotional experiences in which the customer is immersed and not the product itself.  In the same named book “Brandscaping”, Davis tells the story about the manager of a blending machine company who wanted to take his blenders to the B2C market. Rather than bombarding the market with the classical slogans what his blender could do, he created a YouTube channel where he tested the robustness of his blender on everything from credit cards, marbles to a crowbar, the question – will it blend? The YouTube channel was very successful.  When Apple launched their first iPhone, this ended up in the hands of the blending company.       

“Suddenly, Blendtec had married the day’s biggest news event to its product in an authentic way. Thousands of other brands, tried to jump on the bandwagon with videos designed to piggyback on the iPhone story.” Davis goes on to write “Since launching Will It Blend? Blendtec’s site traffic has increased by 650 percent and sales have increased fivefold.”[3]

The brand awareness came when the other corporates asked whether Blendtec would blend their products- Before this it was a funny man asking “Will it blend.” The result however created brand awareness and customer loyalty as they had experienced the products blending possibilities in a humorous way.

So are we saying that influencers, bloggers and other digital channels are obsolete. Not at all, they are not shouting rather adding to the customer experience.

The challenge here is less finding the solution that will take the customer to the next level, it is more the resistance of CEOs to take the risk with their brand, the inability of sales managers to rise beyond units sold and be willing to invest in time and money. In a survey conducted by CUBO and The center of Brand Analysis, a shocking 16% of marketing specialists working in their companies feel that the brand contributes towards business immunity.  CFOs asked in this survey felt that investment in Brand is second least important investment when it comes to business immunity.  Translated; if the management and marketing of organisations do not see the purpose of brand. How can they expect the customer to?[4]

For exactly these reasons we concentrate on helping customers really understanding the purpose of their brand and its possibilities. Ensuring that all within the company are excited about what they do and the purpose they serve and then finding the right content to speak to the world within, and the world outside. In other words, purpose creates demand and shares personal values, demand creates recognition and personal values create trust and loyalty.

Sources:

[1] FORBES, Research shows millenials Don’t respond to Ads, Apr.28, 2015 online edition, Daniel Newman, https://www.forbes.com/sites/danielnewman/2015/04/28/research-shows-millennials-dont-respond-to-ads/#638601f25dcb
[2] Travel Weekly – Brandscaping, Think like a TV Producer to produce your business, Diane Merlino (https://www.travelweekly.com/Plus/Beyond-the-Basics/Andrew-Davis-Brandscaping-power-of-partnerships)
[3] Brandscaping: Unleashing the power of Partnerships, Andrew M Davis
[4] CUBO, What is Brand Immunity? Chris Walmsey; https://www.cubo.com/brand-immunity-made-us-think-rhubarb-1/
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