|Incomplete Marketing |
Is there something incomplete in your marketing efforts? Do
you feel like something is missing in your positioning, communications or the
product that you deliver? Do you feel like your brand blurs into your category
and never get noticed? Why do brands go only so far to complete the picture and
tell a full story?
What holds them back?
I have noticed more and more brands who don’t understand the
power of fully fleshing out their key message. They take a step toward standing for
something but quickly hide in the corner in fear of being too different. They want to talk about their nifty features but don’t
realize that the customer initially just cares about the benefit – particularly
the emotional connection. If I am your
target audience, your brand has to solve a problem or do a job for me. And,
your brand has to make me care about you so that I need you.
Can your brand quickly tell a complete story in a clever way that lets
the consumer think you see thing from their perspective?
get stuck in what I think of as half-speed. If you are giving me a long laundry
list of features, it leaves me feeling washed up as if something is missing. Marketers need something more
than a half-baked idea. How can you get the whole picture and make me see it
|Does a committee create your marketing activity? |
Half an idea usually means you are unwilling to take a risk.
It’s like a toe in the water that doesn’t allow you to truly take a swim. Half
an idea feels like that wonderful saying that a camel is a horse built by a committee. Someone needs to own the
idea and be willing to go out on a limb to shift their category into a new
Three ways I know an idea is rich, robust and complete.
1. It makes me a little uncomfortable. I feel as if I am in
a new space and it is uncertain.
2. I have a good gut feeling about the effort but it is backed
by some useful data. Both left and right brain activity is cooking.
3. No one else is in this new space. My brand is out by
itself creating a new way of seeing a problem or a category.
|Pearle Vision Billboard brings a whole message into focus. |
Focus on a Complete Message Idea
I saw a
billboard for Pearle Vision that really made me pay attention. At first I
thought, wait a second this ad is out
of focus. Then I realized how cleverly they delivered their message and how by
being out of focus, it drew my attention to the ad, their key message as well
as their brand. This is a full and complete idea.
I can imagine how uncomfortable some of the right brain (logical) colleagues at Pearle Vision must have been when this idea was first introduced. Talk about not blurring a category...
I am not in
the market for glasses today having just gotten a new pair a few months ago,
but you can bet that the next time I need an exam I may have a new brand to
view. This ad caught my imagination and it made me want to know more about this pearl.
I am seeing things much clearer and feel complete.
Labels: Incomplete Marketing, Marketing Moments, Pearle Vision