Here are a couple great examples of brilliant marketing for mundane products. Take a look at the examples below to see how authenticity and emotion emphasize the fundamental benefits of a product and create a unique and lasting impression. Note that in these examples the actual product is featured little or none.
design & marketing blog
Marketing, design, and technical resources for making your digital and print communications more effective.
One of the biggest ROI killing design blunders for any product or publication is over complexity, and Websites seem to be one of the most common offenders.
The term usability is used in Web design jargon as the attribute of how easily understandable and navigable a site is, and how readily it meets its target visitors’ needs. Almost without exception, each of the millions of Web sites in cyberspace are designed for very specific tasks for a narrowly defined group of people.
Your primary goal as a site owner is to provide a completely intuitive experience for your visiting prospects. In spite of this obvious goal often simplicity becomes lost in unnecessary clutter. When this happens visitors become confused and confused visitors, according to research, tend to make a hasty retreat.
I ran across a great example of usability in design recently when my ancient Osterizer Galaxie Blender broke. While it had provided many years of satisfactory service, it was always a source of mystery and anxiety to me. I just needed it to perform one simple task—blend. But each time I went to use it I had to wonder at all the buttons on the front:
Chop (Off) – Grate (Off) – Grind (Off) – Stir – Puree – Whip – Mix – Blend – Frappe – Liquefy
Am I doing this wrong? Should I be Puree’ing or Frappé’ing this protein shake. And does it matter which off button I push, why are there three? Just for good measure, I would randomly use all the buttons on different
occasions—all with no noticeable difference to my concoction.
In browsing for a replacement, I came across the polar opposite of the Osterizer Galaxie—the Oster Classic Beehive. There’s just one switch on the whole thing and that tne switch does just what I need without having to stop and think about which button to push and why.
While blenders and Web sites don’t have much in common, the design principle illustrated by Osterizer’s two extremes make great litmus tests for the usability of our own sites.
Now the Beehive looks much cooler than my old Galaxie, I no longer have to hide my blender from guests come over. But the most important thing about well designed
products or Web sites is not looks (although good design naturally lends itself to better aesthetics) it’s about making the value you offer clear and easy to implement.
I mentioned Steve Krug probably too much, but I know of no who does a better job of explaining the foundational principles of usability and helping people really “get” what it takes (and doesn’t take) to create an effective revenue producing Web site. If you’re the owner, manager, or administrator of a site I implore you to get your hands on a copy of his classic book, Don’t Make Me Think.
Do you want new customers to find your website using search engines?
For website owners this question may trigger a primal response similar to what a drug addict feels when asked if they would like a fix. Yes! Give it to me now!!
It’s a very enticing concept—hire someone to apply special coding to a website and watch it start drawing in new customers. There is a large number of unscrupulous SEO solicitors looking to capitalize on this myth . . you may have seen their spam touting their “proprietary” methods to get your site placed at the top of Google.
This can create a dangerous scenario—a compulsive, sometimes panicked, desire to use the Web to grow a business, and a whole slew of information-age carpetbaggers looking to capitalize on the situation.
The best way to protect yourself from wasting money, and learn how to develop a SEO strategy that really works, is to take some time to understand SEO. It’s not hard to understand and it’s not a secret; Google for example freely shares the criteria they use to index and rank sites.
It’s also important to discard any notion that there is a quick-fix SEO solution out there waiting to be found. Many people’s understanding of “search engine optimization” has been built on a very appealing and popular misconception that we refer to as the “Field of Dreams” syndrome.
The Field of Dreams syndrome
The 1989 movie was about a novice farmer who becomes convinced by a mysterious voice that he is supposed to construct a baseball diamond in his corn field that is somehow the path to his personal enlightenment and success in life. The memorable mantra of the mysterious voice was, “If you build it, he will come.”
The real plot being played out today in business is remarkably similar with the mysterious voice being wishful thinking and misinformation. The appeal becomes overwhelming and rational thought is blurred . . . “If we just build a website optimized for search engines customers will come.” Part of the appeal of this fallacy is that it provides a clear simple solution to a pressing need that exists in a technical realm that many are intimidated by. The problem with this approach is that, just like the movie, it’s fiction.
Internet Marketing or eMarketing is a term we use to encompass any electronic publishing that has the goal of generating demand. This can be both direct (such as special offer, buy now) or indirect (such as helpful articles that appeal to your target audience). The typical distribution channels for eMarketing include traditional blogs (like this one) with RSS, Email marketing (through services such as VeticalResponse, Constant Contact and iContact), Facebook, Twitter, Google Plus and other social media channels.
eMarketing can be compared to generating “foot traffic” in retail. For instance, many people venture into a retailing business because they’re passionate about a product or service. So they lease a storefront, flip the sign on the front door to read “Open”, and wait for the customers to rush in and buy their goods. What separates a successful retailer from a bankrupt retailer is the realization that rewards are derived from hard work, quality, attention to detail, and a dedication to match the market need as it evolves. Retailers can even spend a significant portion of their budget to advertise their product or service, but if they haven’t addressed these variables, they’ll never generate consistent demand. And yes, these same principles apply to eMarketing.
So why do so many eMarketing campaigns fail? Here are 5 reasons:
CONSISTENCY – The marketer fails to consistently develop content on a regular schedule; which in turn disengages the audience. eMarketing is very easy to back-burner and before you know it the last time your bi-weekly marketing blast was published was four months ago. Not only are you loosing the chance to simply ask for more sales, your display of inactivity on your blogs and social media sites will carry negative connotations to your audience. If the last time you published a blog post a site visitor will entertain such thoughts as, “Is this company still in business?” or “If it takes them that long to get to things what kind of customer service must they have?”
ATTENTION TO DETAIL – Although our society has significantly lowered its standards on grammar and spelling, both are still important to develop readable and discernible content. Many eMarketers, myself included, have a tendency to become lazy in regards to proofreading. It still matters. Even a 1% error rate in any published marketing piece can greatly reduce the credibility and effectiveness of the piece; no matter how great the design and content might be.
RELEVANCE – A marketer must evolve their passion to address a market need. People desire content that emotionally engages them and equates to their own interests. All material must be written from the perspective of your audience and it should be written in a way that captures and keeps their attention. Regardless of the subject matter, successful marketing communications should capture the emotions of an audience by making them laugh, cry, ponder, or get angry. Even nude para-sailing could become a relevant blogging topic if the subject matter is able to emotionally engage the reader and you’re able to relate to your business goal.
QUALITY AESTHETICS – No matter the content, people will make a strong initial judgement of your credibility based on the quality of graphic design for your marketing communication whether it be a blog, HTML email or Facebook page. By maintaining professionally designed electronic collateral, marketers will enhance their credibility and improve the viral component of their distribution – because who really wants to refer a terrible looking Web site to a friend or professional acquaintance?
MARKETING DISTRIBUTION – Going back to the retailer example, one cannot simply flip the sign on the front door to read “Open” and expect customers to pour in. Generating an audience of prospects will take effort; the content must be distributed out to a targeted group of readers in order to generate interest. Utilizing technologies such as Social Media, RSS (Really Simple Syndication), SEO (Search Engine Optimization), and viral components such as a “Send This to a Friend” link are all viable methods to help build and maintain an audience. Marketers should also encourage their immediate sphere of contacts (family, friends, neighbors, work contacts, etc.) to read their content and spread it along.
Do you need help with putting together a more successful digital marketing strategy? We’d love to learn more about your needs and provide you some feedback on how we might be able to assist. Contact us anytime.