![]() In today's era of lukewarm marketing, I encourage companies to take Nike's lead and do something bold. And that's the stuff that wins die-hard fans. It propels you to become more than just a thing someone buys it makes you a cornerstone that stands in alliance with a set of beliefs. When your brand has a bigger mission than just making money, is willing to take a stand and is willing to lose customers, you have the potential to appeal to a strong fan base who will invest heavily in your product and services. I know exactly what it's about and who the intended audience is. When I see Nike's ad or an event titled Lesbians Who Tech, I'm in enthralled by the clarity of it. We can't afford to beat around the bush and run campaigns that don't get right to the point - instead of going big, it's better to go niche and shoot for direct appeal to your ideal clients and immediate repulsion of those who aren't in your demographic. In a world where attention is limited, and there's a constant barrage of ads streaming out to your ideal clients - it's best to go straight for the jugular. If it scares you to lose potential clients, let me ask you: Would you rather have die-hard fans who will shout your name far and wide or a few lukewarm buyers who don't feel emotionally attached to your products and services? Related: 4 Ways to Market Your Business for Free 3. This kind of marketing does require risk and it demands that you stand for something that is polarizing and makes your fans decide if they stand with you and the cause you stand for. The kind of marketing that takes a stance gets a lot more gas mileage than "5 percent off" offers or some overused and unsentimental marketing that most of us skip over as we surf the internet or scroll through social media. And if you're not in tech or not for gay rights - you'll keep on moving. If you're in the space of technology and you're for the progress of gay rights - it's likely you'll instantly feel compelled to follow them on social media, read about their events or even apply to work with them. When you see the name, it's likely your reaction is immediate.īy merely reading the name, you know this is a brand that supports gay women, technology and the advancement of gay women in the sphere of tech. Depending on who you are, it either pulls you in or pushes you away. The name makes a clear statement - this is a business that supports gay women and queer folks. Take for example this industry organization called Lesbians Who Tech. ![]() When you make your marketing stand for something it will pull certain people in closer. If you don't like it, we're willing to lose you." When Nike used Kaepernick in its recent campaign, the brand clearly said to the world, "We stand with Colin." With one ad, Nike decided to a draw a line in the sand and say, "This is where we stand.
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