A leading market research firm tested the ad and delivered dreary news to Apple’s ad account manager. The research said the ad would be one of the least-effective commercials the firm had ever tested, ranking a 5 out of an average score of 29. But the company still moved forward and ran the ad.
Mesmerized by the ad’s state-of-the-art cinematography and promise of upcoming technology, consumers flooded stores across the country when the Macintosh was launched and purchased $155 million worth of these computers in the three months after the Super Bowl.
The ad is something that Apple described as “event marketing,” where the promotion is so revolutionary that the event itself gets coverage. In fact, the majority of keynote speeches that Jobs delivered resulted in fans lining up overnight to get a spot in the audience, as if they were attending a rock concert.
Key takeaway. Jobs understood the role of storytelling in creating the customer experience. People crave stories. For your next marketing campaign, find a story and frame it in a way that delivers greater customer experiences.
Estée Lauder: Influencers Make the Brand
Estée Lauder was one of nine children born to Eastern European immigrants in Queens, New York. She rose to become the head of her own international cosmetics conglomerate, including brands such as Estée Lauder, MAC Cosmetics, and Clinique. Lauder was the only woman selected for Time magazine’s 1998 list of the 20 most influential business geniuses of the 20th century, and at the time she was the richest self-made woman in the world. At the core of her success were her marketing tactics.
She avidly deployed early influencer marketing strategies, understanding the power of putting product into the hands of those who could authentically share the brand’s message. Lauder provided free product to friends, family, and acquaintances so they could spread the word effectively and enthusiastically.
Key takeaway. Expand your reach by tapping into the audiences of those people who influence your target market. Create relationships, partnerships, and campaigns that are mutually beneficial and drive results.
David Ogilvy: Never Stop Testing
David Ogilvy is considered “The Father of Advertising.” He famously said, “Never stop testing and your advertising will never stop improving.”
It’s easy to fall into the pattern of doing what you know and not experimenting with new and risky marketing tactics. Ogilvy was an early adopter of “split” or “A/B” testing where marketers test two versions of a product or offer (or, in the Internet age, a webpage) to determine how customers will respond. When marketers use split testing more frequently, they can take advantage of small changes to produce great impacts. Here are a few tips for successful testing.
Determine your goal. What is the goal of the testing? Perhaps it’s to improve conversion rates or drive more repeat sales. Determine that goal up front to drive better results.
Select a variable. Based on your research, select a variable to test. For example, it might be an offer. Should you present the offer as a free trial or charge a nominal fee? Select a simple variable that you can explore and test.
Measure the results. If you found low conversions resulted from one or both approaches, isolate what is causing the friction and preventing closing the sale.
Retest. Once the changes are made, run the test again and measure the results.
Ogilvy also recommended using language carefully when communicating with the audience. He said, “If you’re trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular.”
Key takeaway. Don’t be afraid to invest in testing, because what you learn can provide huge payoffs. For example, modifying the color of a download box on a landing page or modifying a couple of words can increase conversions significantly. Continue testing until you’re sure the results are maximized.
Applying the Wisdom to Your Brand
At the heart of everything brands do is the customer relationship. Do customers trust your brand? Do they love your products? Are they advocates who chose to voluntarily share your messages? Lessons from marketing legends provide a road map for creating these valuable bonds and crafting messages that truly matter to your target audience.
Ogilvy said, “The more informative your advertising, the more persuasive it will be.” Keep the customers’ pain points and desires at the center of all you do and results will naturally follow.
Do you have any marketing life lessons of your own? Share them here!
Published at Thu, 09 Mar 2017 11:00:00 +0000