Marketing is one of those things that seems really easy on the surface, but if you aren’t involved with it on a daily basis, it can be a lot more complicated than you think. There are a lot of intricacies that go into a great marketing campaign, and many moving parts, especially when it comes to your spending budget. While it’s not easy, it’s certainly not impossible to emulate what some of the most successful companies have done.
Whether you’re working for yourself or part of a large company that needs a marketing boost, there are some open secrets in the industry as to how you can find success. If you’ve hit a wall and are looking for ideas, here are five secrets from some of the greatest marketing campaigns that have been seen in the business world.
Keep It Short
It’s no secret that social media is the most dominant force in all of marketing these days as people move away from traditional cable television, magazines, and newspapers. Even streaming services have ad-free options, leaving a lot of companies to focus solely on social media because it’s the only place left where they know that they can get someone’s attention.
Because people scroll through social media so fast, there’s a very limited amount of time in which you can capture their attention. This has caused a lot of companies to turn their focus to short videos, which are much more attention-grabbing than a simple still image of an item that you’re selling. Make it funny, keep it short, and don’t lose that attention if you want to succeed.
We alluded to it with the last tip, but you have to be interesting if you want to stand a chance against all of the other companies fighting for that minuscule amount of attention in the social media age. Think of the most boring commercials that you’ve ever seen. You probably can’t name any, right?
Now, think of the funniest or most outlandish commercial that you’ve seen. You can probably come up with a dozen of them just off the top of your head. Interesting, even if it has nothing to do with the product that you’re selling, is going to get people in the door. Getting that attention is the best thing that you can do as a marketer, and from there you can go into sales mode.
If “funny” or “outlandish” isn’t what you’re aiming for, then being inspirational is another way of getting a lot of good attention. It’s one of those emotions that we respond to instantly, even when it comes to commercials. Think of movies like “Rocky” or “Hidden Figures”. People love a good inspirational story, and if you can tell one in 30 seconds or less, that will go a long way.
There have been a lot of companies that have had memorable marketing campaigns that were based around inspiration. Think of the Find Your Greatness campaign by Nike or the Space Jump campaign by Red Bull. We all want to see the pinnacle of human achievement, and attaching your brand’s name to that achievement is huge for marketing.
When a song is super catchy, it’s often referred to as an earworm. It doesn’t have to be a top 40 hit on the radio to fall into this category, though. A jingle that’s from a commercial can end up being just as big of an earworm. Anyone that has watched a football game will probably just randomly start singing “Whopper, Whopper, Whopper, Whopper” because of the infectious Burger King jingle.
These days, people would say that Burger King is “living rent-free” in the heads of anyone that’s seen the commercial. All it takes is just to hear the jingle a couple of times and, all of a sudden, there’s that part of the brain that can’t escape the brand name. Is it a cheap way to get people to remember your brand? Maybe, but it works.
Uses Prices When Necessary
The last big secret for marketing campaigns is that you should never reveal the price during your first impression of advertising unless you know it’s lower than your competition. If you are indeed selling at a lower price, then that should be the main part of your marketing campaign. When people are aware that you’re offering the best price for them, it doesn’t matter what the rest of the campaign looks like.
After all, price is the biggest factor in what people buy throughout the world. If your price isn’t as low as some of your competitors, then you have to get their attention through the methods that we’ve discussed earlier. Either way, you now have a winning strategy for marketing regardless of price.