Get the Grease
The old adage “the squeaky wheel gets the grease” is most often used to describe the value of complaining. It conjures images of a cranky old man demanding a new bowl of soup because the temperature is a tad off. But I’ve never thought of it that way. I think it’s the perfect idiom for standing out in a crowd – in a positive way. For brands looking to stand out in a crowded market, – and just about every market is crowded these days – the squeaky wheel is your marketing, and the grease is your profit. How do you make your marketing squeak?
Start with these six tips:
Be Bold: Know what you want to say and say it. The best campaigns aren’t afraid to take chances. Exude confidence in your brand, and you’ll win the confidence of your audience. Boldness is leadership. Be the leader in your market.
Be Relevant: If you want your marketing to resonate with its intended audience, provide that audience with content relevant to them, and to your brand. Know your audience demographically, geographically and emotionally. Know their needs and desires – and provide them with a solution. Without relevant content, your efforts will disappear faster than free donuts in the office.
Be in the Right Place at the Right Time: Go to your audience; don’t wait for them to come to you. Determine your audience’s pain points and provide them with a solution at the right time. If your product is a snow shovel, don’t advertise in July. Develop a timeline for your campaign and try to anticipate events that would trigger a need for your product or service.
Be Creative: Creativity is the soul of individualism. There will never be another Steve Jobs, another James Brown or another Andy Warhol. Great creative separates you from the masses. Be different. Stand out from the crowd. Create something beautiful and compelling.
Be Available: Marketing is a conversation. In the digital age, brands can interact in real time with their audiences. Utilize technology and be present and timely. Start a conversation; you might just win some new evangelists for your brand!
Go forth, and get the grease!
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