When it comes to branding, creative brilliance, some powerful messaging, and a brilliantly orchestrated media mix are all brought together in optimal confluence in order to break through the noise of the perceived market competition and rise above it to the peak of consumer awareness. This branding process is an incredibly intense effort until a certain tipping point is reached, i.e., when your brand is known, when it has established media dominance, when it has become readily memorable, and it has devloped credibility. That's nice.
But in order to retain that domination after your initial branding breakthrough, you must constantly invent new ways in which to showcase your product in order to actually keep your market audience fascinated (entertained, really) by your campaign itself.
For example GEICO Insurance is, at the date of this writing, actually running four simultaneous separately-themed campaigns in order to broaden its prospect audience and in order to diversify its massive investment in marketing. They are keeping the audience entertained...almost mesmerized. People are waiting to see what kind of commercial the marketing masterminds at GEICO will come up with next.
It is an endless exercise in creativity. Especially when your product or service is, of its very nature, terribly dull. If your company's product is interesting and is constantly either expanding its line of peripherals or other goodies, you can get a great deal of mileage out of news releases.
In summary: The more interesting your product or service (and the more prone it is to evolution) the less you'll have to spend/ invest in creativity and the more that you will be burning up the newswires on a regular basis. Conversely, the more boring (or "staid") your product is -- especially in a very competitive, price-sensitive market -- the more you will have to invest in creative multimedia campaigns in order to maintain your market lead.
Example:
Apple comes out with News Releases. GEICO comes out with innovative commercials.
But then, you already knew that , didn't you?
-DC 07.16.2011
Now, class, let's review --
"To dominate a market and to remain firmly embedded there, it requires a combination of brilliant branding and product or service viability. Branding opens the doors, while demonstrated utility gets clients to purchase, register or sign on." - Douglas E Castle
Marketing Success Defined
Marketing Success: When your business' product or service 1) becomes a verb ("Let's Google him..."); b) becomes the categorical/ generic term - an EXEMPLAR - ("We need a Facebook-Friendly iPhone access application..."); or c) becomes integrated into ordinary conversation or commerce as a part of the process ("Send it by PayPal and then we'll Skype the client this evening...").Through the results emerging from a number of TNNWC Market Surveys and Polls, it has been determined that most every emerging entrepreneurial enterprise, or small business at a competitive crossroads would accept the above definition as being the culmination of a successful marketing effort.
To dominate any industry, however, requires not only great branding (supported by brilliant buzzicology, news releases, advertising and the like) --- it requires that your company's product or service fill either a common need amongst a giant population (i.e. a horizontal field), or address a very specialized, technical need (i.e., vertical field) amongst a limited number of very wealthy recurring purchasers or long-term buyers in a monopolistic industry.
Most emerging enterprises and small businesses prefer to target a share of a large and growing horizontal market.
Point To Remember: With the exception of the high-end fashion or "conspicuous consumption" ("Veblen Effect") audiences, your brand will give you the audience and the opportunity to dominate; but it is your utility that will keep you in the game and ultimately make your name.
Whatever it is that you choose to market, it should be seen by your audience as very useful (filling a need), reasonably simple to use (and to describe or explain) and as a necessity instead of an option.
Faithfully,
Douglas E Castle
p.s. Several bits of information follow to assist you in further understanding and recalling what we've discussed above:
94.4 million people worldwide using PayPal
 |
| A really, wretched rhyme. Why? Because They Can. |
25,705,399 people online right now, using Skype
Every minute of every day, millions of people around the world use Skype to keep in touch – for free.
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- Adaptation and Flexibility
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- Author Douglas E. Castle
- Behavioral Psychology
- Branding
- Business Planning
- Buzzicology
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- Differentiating Your Product or Service
- Growing Your Business
- Market Research
- Marketing and Media Mix
- Problem-Solving Skills
- Slogans and Catchphrases
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- TNNWC Group
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