A simple guide to social and engagement marketing, designed for people who don’t live and breathe it every day.
If you’ve got any principles you’d add to the list, please do share them in the comments!
a collection of things worth sharing
There’s been much talk recently about doing ‘awesome’ stuff.
Faris is a particularly strong exponent.
To many, it might seem hyperbolic – an excessive superlative used merely for effect.
But it’s not.
When it comes to advertising, we have two options: death or glory.
Which only leaves us with one appealing option.
Stuff that inspires people’s awe and wonder.
Sadly, a toned-down compromise that appeases a variety of different stakeholders simply isn’t going to work.
‘Good’ just isn’t good enough.
If you’re not looking at the work and thinking, “F**K yeah!”, chances are that the audience is simply going to pass it by.
In advertising terms, that’s death.
So don’t be scared of hyperbole.
Be scared of mediocrity and blandness.
Too much marketing takes a ‘one-night stand’ approach to building relationships.
The brand does all it can to get people’s attention – to seduce and woo them – only to ignore them the morning after.
But most of us already know that such an approach rarely establishes meaningful, long-term relationships.
Sooner or later, no matter how clever the tagline, or how single-minded the big idea, successful brands need to progress from courtship to a relationship.
And that requires a different approach.
It needs regular, two-way communication.
It needs compromise and understanding.
It needs trust.
And all of those require something more than a flashy new campaign every few months.
Sure, they’re a big part of courtship, but courtship is just the beginning.
Moving from lust to love requires us to show our audiences attention; not just for them to give it to us.
Let’s get serious.