This is the truth about marketing in less than 2mins.
Do you have experience on the agency side working for a corporate client? If you do, you’ll resonate well with this post.
Some time ago, I worked on an account that gave me restless nights. The client had a product that wasn’t going to sell itself. There was a fault with the product but the client wasn’t willing to make any changes to the product. The agency’s task (as stated in the brief) was to communicate the product to the public.
My question: How do you craft the right messaging for a product that won’t survive in the market?
This is one question every communications specialist or brand manager needs to consider when sending out their briefs to agencies.
Today’s consumer is tired. The marketplace is noisy with different competing brands and consumers are finding it hard to stay loyal to brands.
Today’s consumer is flooded with contents both offline and online. He hates too many intrusive and creepy ads. When was the last time you waited to watch a YouTube ad till the end? Pop-ups interrupt his browsing experience (quite annoying) and retargeted ads don’t do the magic anymore.
Truth is a good product can market itself.
No matter the amount of money a company spends on advertising its products or services, it will make no sense to customers if they don’t trust the products or services. Customers are keen on satisfying their wants and needs. They’ll only buy from brands that have “purple cows” or remarkable value propositions.
It’s time, to tell the truth to every product manager or CEO. Creating innovative products is cheaper than advertising average products.
Some product managers think that marketing starts after a product is finished but this isn’t true. The real marketing happens inside the product, not in the ad.
Creating ads for products that do not meet customers’ needs appears annoying to customers.
It’s time to create something that markets itself. The success of most fast-growing companies is that they create products or services that satisfy the needs of customers.