Have you ever chosen a work of art in an art show opening, frame shop, or *gasp* online catalog? Do you recall glazing over all of the choices until you came to the one that shined like a beacon to some part of your mind, practically screaming out to you, ‘Pick me! I’m the one! I was made just for you!’? Think about that feeling for a second. It’s a special one. And it has nothing at all to do with strategy, graphic design or marketing.
So why mention it?
Well, it goes like this: Design or advertising without strategy is essentially nothing more than art. Art is wonderful stuff, but it has little practical application or value in marketing communications. Strategy, on the other hand, allows your company to exceed expectations in its marketing efforts.
As my awesome great aunt CeCe once wrote to me in a care package over 20 years ago:
Art is great
and work is neat
But everybody’s
got to eat.
What makes art a valuable part of your marketing? Strategy.
What is design and advertising’s best friend? Strategy.
What’s the number one thing clients try to avoid in their marketing? Come on, take a guess — Why it’s Strategy!
Strategy makes it easier for you to eat.
Why do people run, kick and scream to avoid strategy? Why? Well, first off, making art is a heckuva lot easier. Strategy punches holes in weak concepts. It forces you to take your marketing seriously. Probably its worst offense is appearing to take the fun out of art. But honestly, strategy is incredibly fun. You may need to adjust your idea of fun, but as a benefit, you also get to raise your aspirations to an all-time high.
Strategy at its best
Let’s take a look at Lance Armstrong’s record seven Tour de France titles. People say that his dominance wasn’t fun. He turned winning the Tour into a science, methodically attacking absolutely every aspect of the race, from weighing out each meal on a scale, to his training, attack strategies, playing off the media to gain advantages, and surrounding himself with some of the sport’s top riders as lieutenants. After he did all that (and more), he rode his heart out to claim the victories.
Now, Mr. Armstrong has been gifted with exceptional physiology, and many claim that’s why he wins. While this may be true, it is advantageous for people to think that way. When you discard something great to prove you are not worthy, you are in fact employing a kill-strategy to avoid doing the one thing that can help you succeed. Why do that? It’s easier.
If you need proof to accept this, take a look at Armstrong’s competitors. During his reign as Tour champion, he released a book with his coach and even had a tv program detailing his training methods and life. What did his competitors and other people say then? Impossible. No one can train that hard and be so self-disciplined. Why would they say that? Simple, it’s easier.
What it takes
Everyone knows that it takes hard work to succeed. It takes a few other things too, such as calculated risk-taking, preparation, dedication, self-discipline, and strategy.
Big businesses have a sometimes not-so-obvious advantage here because they have the larger budgets and people to examine concepts from more angles. And sometimes, they do it. Those are the companies that live, thrive and dominate a market.
Small businesses, on the other hand, rarely have the people or organizational structure to even think about strategy. They are usually too close to their work to have the objectivity needed to succeed. The result is marketing that often falls on its face. Oddly, they are ok with that because it justifies not putting in the key efforts it takes to succeed. Of course, it also gives business owners justification to not budget for strong marketing efforts.
People get to go home early, there’s less to manage, less to spend, less outsider involvement, less less, less. And less profits.
Why would anyone sabotage their own business like that? Well, honestly, it’s easier to make just enough money to be profitable than it is to be wildly profitable. It’s not nearly as much fun though.
Strategy is so much fun!
In spite of Lance Armstrong’s methodical approach to winning the Tour de France, I would be willing to place a level bet that he was having fun. And so was everyone around him. Were there hard times and tough moments? Of course. Everyone had to rise to the occasion, with the benefit being greater success for nearly anyone willing to work alongside him.
It’s the same for business. When you get a high response to a measured effort, you feel awesome. Big smiles abound, everyone feels happy, and you increase profits.
Where there’s a leader there is success, and people will follow. If you own a business, you’re a leader, whether you like it or not. If you share your plan with your employees, they will follow you. The more detail you provide, the more personally invested they become. (If you fail to show a clear vision, you have a higher turnover rate.)
Now, apply purpose, vision, and strategy to your branding and marketing, and what have you got? You have the means to develop strategic plans for success. You have an identity that your employees can relate to. You have a brand that people can believe in. You have marketing that is wildly successful. You have increased sales.
First things first
It doesn’t work the other way around. You cannot show people a business that doesn’t believe in itself, and expect them to believe in you. You cannot passively market to prospective clients, and turn them into believers.
It has to start from within. You believe in yourself, and others will believe in you. Your employees believe in the company, and your prospective customers believe in what you are selling. You market to them with strategy, they buy, and you exceed your sales goals.
Do you think Lance Armstrong’s lieutenants, staff, and entourage went into his first Tour de France thinking he would win seven of them? Nope. But they came to believe in him. He built a following by first believing in himself, then he strategically attacked the race he wanted to dominate. And it worked.
What are you trying to win?
Lance Armstrong used strategy to make an art of winning the Tour de France. Whether you’re trying to win more clients, repeat business, a warmer feeling in your heart, or the front spot in the water cooler line, you can do the same.
Is Your Brand Sexy?
It should be.
I can already hear people saying, “I’m a consultant. I don’t want to be sexy, I want to be professional, knowledgeable. I want to command respect.” I’ve worked with corporations who said they didn’t want to be sexy because they had to be professional. In the right context, your knowledge and professionalism are sexy. They command respect because to the right people they are sexy, especially when your identity makes them so.
What is sexy, really? It’s what turns us on, what stimulates emotional connections. ‘Sexy’ is defined differently by each person. What is sexy to you and me, or your neighbor, friend or really anyone is likely very different.
Brands are sexy. They appeal to the various senses, values, and intricacies of our personalities. I’m not just talking about what appeals to us in a romantic or animalistic sense. Rather, I’m referring to the unique aspects of our personalities. One of a brand’s primary functions is to appeal to those unique intricacies.
It’s not all about curves and six-pack abs. Sexy can mean intelligent design, utilitarian functionality, freaking awesome ease-of-use, slick surfaces, or a smooth delivery. It can mean strength of character, clear purpose, infectious desire, or inherent trust. Sexy brands can take your breath away or fill up your soul.
Brands do all of these things because they appeal to our unique core desires while filling a need. What is at the very center of our basic needs? Desire and survival instinct. Well-crafted brands appeal to these basics, and the basics can be applied to nearly anything.
When your brand is sexy, your employees take greater interest and invest their own identities in it. When your employees are invested, it comes across in their commitment and their communication. A sexy brand turns on employees’ imaginations. It ignites their motivation, so they can fuel their innate desire to give their best efforts towards achieving your vision of your company.
How is your brand sexy?
What is the first thing most companies do during a tough economy? Hint: It’s the last thing you should do. Most companies cut back on their marketing during a recession. Why? Marketing costs money, and most companies really don’t know which marketing is working. Do companies can their sales force during a recession? Rarely. Why? Sales makes money, and it’s much easier to see the results.
During a recession, you cut back on the non-essentials that cost money, but how do you define the non-essentials? Marketing is a must-have essential part of success, especially in a tough economy. Cutting back on marketing during a recession is like fasting at your last supper, yet nearly every company does it. But you know what? That’s good news for you and me because it makes our marketing efforts even more powerful.
A recession presents an exceptional opportunity for marketing-savvy companies to out-market their competitors who are busy fasting and praying for a miracle. It’s a great time to build your brand because you can gain more visibility in a less crowded playing field. You also have the advantage of media outlets who are more likely to be offering deals to fill empty space.
To thrive during a recession, you need three primary elements. The first thing you need is realistic budget. Next, you need an actionable marketing plan. Third, you need the self-discipline to follow through on the plan. Many companies need one more thing: A marketing communications firm to help keep you on task and get you the design work you need.
Lets take a look at the three primary elements, along with a non-biased look at the fourth:
Budget
How do you set a budget when you haven’t any money? There are two primary ways to set your marketing budget during a recession. One you will like, and the other one, although very effective, may be difficult for some.
One of the biggest ways you can save money on your marketing during a recession is by hiring a marketing firm instead of an in-house marketing employee. A marketing firm or individual will typically cost about 1/10 the price of an employee. With that cost-savings, it’s clear to see how you can free up some cash for a decent marketing budget. This may not be easy to do if you already have an employee. An option to letting someone go is to pair them together with the firm. We frequently partner with in-house designers to help them strengthen their brand and market more frugally and effectively. The slight increase in cost is easily justified by the increase in sales and efficiency.
The second way to set your budget is a little more complicated and is often best handled by a marketing firm. If you want to give it a try yourself, start by setting some reachable goals. Figure out which methods of communication you will use to get the highest return. (If you don’t know how to do that, we can help.) Estimate the costs of your selected marketing methods. Take a look at your operating budget for the next 12 months, and see how these methods fit in. Stay away from planning for the ‘what if we make this much’ scenario. Plan with what you can count on from what you already have. If you are short on resources, reduce your expectations and adjust your goals. As you begin reaching milestones, you can ratchet your goals and expectations back up.
Marketing Plan
Your marketing plan should have a maximum of four objectives. Figure out which is the most important, then set up 8-10 marketing methods for achieving the primary goal. When you reach it, move the second goal into the primary position, and high-five your former doubters.
Follow-through
This is important! Who will be responsible for implementing the plan? Set up some checks and balances. Set weekly goals, and schedule each task into your days. If you are working with a marketing firm, make sure they are following up with you as often as needed to keep you on task and get you the communications you need.
Hiring a Branding and Marketing Firm to Help
One of the biggest problems companies face in marketing is simply not sticking to the plan. A good branding and marketing firm will help you do just that. They will gently prod you to stay on task and meet regular milestones. They will make your job easier by taking on some of the responsibilities that are a drag on your time and efforts. Last but certainly not least, they can help you dramatically strengthen your brand and improve your marketing communications.
Before you implement your plan, be sure to set a reward, even if its as small as dinner at your favorite Italian joint. When you reach your goal, give yourself the reward. If the reward is for your employees, make it special, and make it happen. Everyone likes to be rewarded for hard efforts.
If you continue your marketing through a recession, your company will come out of it stronger than ever, most likely with business booming. You will also learn to have more appreciation for your best customers, and they will feel that. It will strengthen your brand and your customer relationships.
