We all know that actions speak louder than words.
But many brands still focus the majority of their marketing spend on talking.
It’s time to redress the balance.
Advertising does a good job of telling people things.
That’s fine if we want to raise a bit of awareness.
However, advertising frequently behaves like the pseudo-tailors in ‘The Emperor’s New Clothes‘.
This clip sums up the reality of far too much marketing:
But in today’s hyperconnected communities, this ‘massive hyperbole’ approach no longer works.
No amount of advertising will make a bad product good.
It’s just too easy for people to spot a ‘naked’ brand, and to tell everyone else about it too.
More often than not, advertising isn’t the answer.
People want proof; not just claims.
So how can planning help?
We need to broaden our perspective.
We need to help brands understand what people really want, and then to identify the most profitable ways of delivering it to them.
We need to add value, from end to end: from informing R&D to inspiring customer service.
If we give people what they really want, we won’t need to persuade them of anything; they’ll experience it for themselves.
Allocate a minimum of 90% of your brand’s resource to identifying what people really want, and creating a solution that delivers it.
Use the remainder to demonstrate your brand experience to the people who are most passionate about its benefit.
If you’ve done the first bit right, they’ll do the rest for you.
Shaping the Future
Throughout this series on planning for the future, there’s been a recurring theme: how we can add real value.
If planning is to remain relevant, its role must evolve from promoting brands to actually delivering their benefits.
The new planning manifesto is simple:
The Rest of the ‘Planning for the Future’ Series
Introduction: a new planning manifesto
Use communications to deliver value: moving from advertising to adding value
It’s all about the benefits: a simple example of how to deliver a brand’s core benefit with a TV ad
Add CSR to everything you do: how contributing to the greater good can help your brand too
Blend the mix: towards more strategic distribution
Want to know more about planning for the future? Get in touch here.