When it comes to marketing, you can never quite trust anyone who says, “Do these five things and we guarantee your success.” What’s more accurate is, “Do these five things and you are more likely to be successful.” As anyone who has spent any time in marketing knows, nothing is absolute. There are too many variables, too many consequences of timing, and too many ways a piece of marketing might just not land the way you hoped for. But of course, while you may not be able to control the wave, you can certainly ride it. So we wanted to take a look at some branding must-haves that may not create instant, guaranteed success, but they will certainly help you cultivate it.
1. Make a Plan: Position and Strategy
Over the years we have been working with the National Corn to Ethanol Research Center (NCERC) on their marketing and messaging. While they have been around, and successful, for some time, when they came to us they lacked a cohesive, defined message. So our first order of business was to figure out where and how they were positioned in their field. What had they done well, what needed improvement? Where did they hope to be in three years? If you never make a plan and have no measuring stick, you have a hard time knowing if you’ve succeeded or not.
2. Direct Your Resources: Targeted Messaging
Item number two is to figure out who you need to be talking to. Most companies don’t have the resources, skills, or time to successfully communicate their brand message to the entire world. And again, in most cases, it would be a totally unnecessary thing to try. Our work with NCERC has been to figure out who their audience is and where to meet them. In this case, we have developed material specific to trade shows, presentations, online presence, and direct person-to-person communication.
3. Follow Through: Marketing Materials
Having a plan and knowing where to go with that plan are great, but now you actually need something to show. With NCERC, part of those materials are delivered through trade shows and presentations, but we have also increased their presence on social media with videos and overviews to increase awareness and excitement about their work.
Putting the pieces together can take some time, but finding the right message for the right audience and delivered in the right way can not only get someone excited about your work, it can increase sales too.
Marketicity is a marketing services firm whose team members have delivered successful campaigns and have been Moving Brands Forward for some of the best-known brands in their categories – both locally, regionally and nationally. We’re proud of our work but even more proud that our clients are proud of the work produced for their brands. Want to learn more about how we can help you “move your brand forward”? Simply give us a call at 618-281-6648 or visit our Contact Us page. We look forward to hearing from you.