BRMG Newsletters

Give us your contact info and we'll hook you up with our [awesome] newsletters!


Maximize Your Marketing Mix with these Two Things

Maximize Your Marketing Mix with these Two Things

Product, price, place, and promotion. The 4 P’s of marketing. The “classic” marketing mix. And then someone added positioning, packaging, and people. An additional 3 P’s of marketing to round it all out. But is that all there is to successful marketing? There has to be something more to marketing to differentiate the brands that make it and brands that don’t.

While these elements are important in your marketing strategy, 2 more P’s could elevate your brand even more – Personality and Purpose. In our everchanging world of tech and automation, consumers are searching for that human touch. [See our previous blog post here on how these two things interact]. Having a personality connected to your purpose-driven brand could be the power duo that even outdoes Jim and Pam!

the office love GIF

Image via Giphy.com

As brands dive into social media and marketing mediums, they inherently develop personalities. Each “P” in the 7 P’s filter into the personality of the brand. Is the brand a know-it-all brainiac? Is the brand fun and outgoing? Or is the brand down-to-earth, save all the puppies, have a plan to achieve world peace type? What you share about your business, in all communications, determines your brand personality – something that should be unified across platforms.

How do you determine what your brand’s personality should be? Two places to start are your company values and mission statement. If your company values security and stability, then you probably don’t want the personality of Blair Waldorf and Serena Van der Woodsen in Gossip Girl. If your company’s mission is to make the world happier and safer, you probably don’t want a sassy personality that could give Honey Boo Boo a run for her money [and crown].

Understanding your brand, company values, and what you want to be remembered for as your company matures shapes the way your brand is “raised” and the personality it “grows up” with.

We’re also in a time when you can’t just be in business to make money. Consumers want to connect with brands that have a deeper purpose. Again, this is a chance for brands to looks back to their values and company mission. Your purpose is driven by your values, and a personality driven from your values makes your brand all that more authentic.

Ultimately, it all comes down to your why. Why are you in business? Why did you start this mission? Why are you passionate about a certain cause? Lead with your purpose when you are marketing to people. When you understand your why and tell people about it, they will begin to understand and relate. They will start to align with your brand and be the most loyal ambassadors. When your purpose aligns with your personality, and your product, price, place, promotion, people, positioning, and packaging are all on the same page, your branding and marketing will be at its strongest. All your P’s should definitely be in the same pod.

 


An In-Betweener Shares Secrets on Reaching In-Betweeners

An In-Betweener Shares Secrets on Reaching In-Betweeners

I’m a turn of the century baby. I was born at the beginning of Gen Z in 1997 – but I’ve never really felt like a Gen Z-er. Growing up, I was grouped in with the millennials – I remember hearing how people my age were lazy and entitled. Now, as I check my smartphone between sentences and have an 8-second attention span, I realize I may be a little more Gen Z than I thought. However, I will forever consider myself an in-betweener. You know, a little millennial and a little Gen Z? Why segment myself to just ONE generation? ¿Porque no los dos?

Girl Why Dont We Have Both GIF

via GIPHY

There are about 19 million Americans who I vote fall into this “in-betweener” category. We’re ages 20-24 and are just beginning to start our adult lives (that whole working 40 hours a week thing and trying to cook more than ramen noodles in our college dorm rooms). Many of us have moved away from our parents’ houses and started “adult jobs” and many of us have thousands in college debt (READ: we have very little extra cash).

So where lies the in-between part of maybe being a millennial and maybe being part of Gen Z? In my case, it’s spending habits. While I have tendencies that align with millennials, I also have tendencies that align with Gen Z. I value experiences like millennials, but I value them a whole lot more if I get them for a bargain. I buy some things online, but I also like shopping at the store like Gen Z-ers. So how do I decide who wins my *limited* dollars?

Like Gen Z, I like companies I can trust. I want good products at a good price. And when I say trust, I want companies to own up to their mistakes. Remember when KFC ran out of chicken and owned up to it without passing the cluck? That resonated with me. I like their brand.

Like millennials, I want good customer service. If I can talk to a person without having to jump through all the automated messaging hoops, then I can 99% guarantee I will prefer your company. Cue me not having to yell “REPRESENTATIVE” in my phone 5 times before I can actually talk to someone.

In short, here are 5 ways to reach people like me, a kinda millennial and kinda Gen Z (you’ve probably heard of all of these, but this time, it’s a first-hand source!):

  1. Utilize Instagram, Twitter, AND Snapchat for ads– we use all these platforms daily.
  2. Don’t post the same things on each platform. We go from each platform back to back and if we see the exact same thing on each medium, we will ignore it. You can use the same concept, just modify it for each platform.
  3. Collaborate with influencers that accentuate your brand, clearly and honestly – we follow and listen to people we trust.
  4. Be authentic with your brand. If you started your company to support women and children – actually do things that support women and children (and then tell us about it in a humble vlog).
  5. Make interactions with your brand seamless (aka omnichannel). We want to see your brand personality come through in ads, social media pages, vlogs, AND in-store. You are ONE company after all – make it appear that way.

While you may have heard of all of these things before, there are still a lot of companies out there not doing them. Be the company that does these things, and win in-betweeners’ business for the next 70-80 years. It will add up!


Marketing Automation and Human Interaction

Marketing Automation and Human Interaction

Marketing Automation is all the rage now, especially for the young startups coming out of the various incubators across the country. Simply, the term Marketing Automation refers to software platforms and related technologies designed to allow a company to market on multiple online channels and automate many of the repetitive tasks.

There are countless platforms and software in the market that are designed for automation across multiple digital channels, the most well-known including: Hubspot, Salesforce, Infusionsoft (now Keap) to name a few. These platforms allow the marketing manager to create automated digital content, from click funnels to emails and integration into CRM. They are highly effective and if set up correctly can have a huge impact on your conversion rates and therefore overall sales. It’s no wonder these tools are growing so rapidly and gaining in popularity. They work.

But are they missing something? Is having a full marketing automation plan all you need in order to get the most out of your business? Perhaps not.

Automation is efficient, yes, but it is also impersonal. A critique of modern society is that we are becoming too dependent on technology and losing interpersonal relationships. Not sure it’s true? Ride the Red Line L in Chicago at rush hour and count how many people are talking to each other and how many are glued to their phones. This phenomenon is why marketing automation works so well- we are constantly using technology and we expect it to anticipate our needs and communicate with us in a way that is user friendly and intuitive.

The problem, however, is that it’s not actually personal. You are not actually creating a real relationship with a customer. You aren’t forming a loyal, personal connection, but instead only a basic communication. The content you add to your automation platform makes a huge difference in this arena- being more friendly and sounding more like a person will help you, but don’t underestimate your customer base- at some point, one of those automated messages isn’t going to be quite right and they will know they aren’t communicating with a real human. In most customer service situations, there is always a point where a real human needs to be involved. Just think about the last time you needed to change something on your utility bills- bet you got to the point where you are screaming “representative” into the phone more than once in your life.

Several larger companies have been using automated marketing tactics for a while and have started to swing back to incorporating a real live human earlier in the process. Take Comcast for example. They recently launched a new campaign that allows their customers to use automated technology (scheduling appointments and sales emails) but they announced their focus on customer service- now their automated messages lead you to a real human faster. They put a face and a voice to the message and their customers are handled by a real live person earlier in the process, which makes their customers feel better understood and taken care of.

And that seems to be the key- utilizing both forms of customer service in your marketing. Yes, use helpful technology tools to keep your audience engaged, but do so with a human connection early on in the process. Afterall, connection is what we all crave- right?