It’s essential to keep your target audience engaged at all times so that your messaging percolates through it. Marketing nowadays is no longer about the number of people who follow your brand on social media, or the number of likes. Modern marketing is more about the engagement levels that your branding generates. Today’s branding efforts have to be deeply personal and beneficial for your consumers. More importantly, your branding and messaging need to be creative and impressive enough.
This article explores some creative and expressive ways of impressing your target audience.
1. Customized stationery
Most of us have attended several marketing conferences revolving around specific themes. There are conferences on car launches, book launches, fashion launches, launches of hospitality brands, etc. Please note all these examples are experience-led. We could imagine the kind of experience that these brands or services are likely to deliver to us in the future.
One way to help the audience connect with these launches is through customized stationery. Please make the audience engaged with your content by encouraging them to use your customized pens, paper or any other piece of stationery.
Some custom pens makers produce great quality stationery to engage your audience not just in conference sessions, but offline as well.
2. Flash mobs
Modern marketing is gradually understanding the importance of flash mobs in delivering serious messages in a witty manner. This kind of messaging takes people by surprise; it also has the potential of acquiring some virality. Flash mob-based messaging is laser-focused and draws heavily on the entertainment quotient. Confectionery makers, non-profit organizations, etc. rely on flash-mobs to deliver their messages. This messaging takes place in crowded places like suburban stations, malls, markets, etc.
3. Ambush marketing
This form of marketing is used by challenger brands, and the intention is to hijack the messaging of the leading brand. One great example is the Coke v/s Pepsi marketing war in the run-up to one of the cricket World Cups. Coca Cola sponsored that tournament, and the beverage giant hoped to corner a substantial market share in Australia, Asia, and Britain.
Its challenger Pepsi knew the importance of cricket and the link between this sport and the millennials but could do nothing about Coke’s appropriation of cricket. The former rose to the challenge and launched its ‘Nothing Official About It’ campaign. This marketing campaign was creative and quickly latched on to the ‘challenger-related emotions’ of the brand’s target market. Since then, Pepsi and not Coke is considered by many as a cricket-friendly brand.
4. Direct Marketing
A lot many consumer companies are using Direct Marketing to entice and engage their target audience. If you are a marketer and are planning to launch a brand whose performance you aren’t sure about, please consider direct marketing.
Here, the brand is launched in extremely localized markets within a city or a town. Also called hyperlocal marketing, direct marketing can be a great tool for creating a valuable database. This marketing also tells you a lot about what customers think about your brand, cost-effectively.
The reason why we have brought direct marketing here is that it is an entertaining and creative exercise. Brand owners need to create compelling stories, so customers buy their products.
Before you implement one of these marketing strategies, please consider the following list of activities.
- Identify your target market.
- Identify your brand purpose -sell more, recall, introduce or higher market shares
- Draw up a budget
- When to execute?
- Feedback and Control
Lastly, there are various ways to impress your audience, but before you do so, please identify your target audience, and follow a few other steps.