I’m firm believer that you should look for inspiration everywhere. Some of the best ideas come while you’re in the shower, cooking a feast or driving home from work. As a marketer, it’s your job to make connections between the life we live and the products that surround us. The world has lot to offer in the way of interactions with family, friends, and brands.
When you feel passionately about your work, it always spills into your life outside of work. Since a lot of my time is spent hanging out with my family, it’s no secret that my daughter plays a big role on my interactions. The beautiful thing is that she sees the world though innocent eyes, in its simplest form and [sometimes] amazing nuggets come “out of the mouths of babes.”
She may be cute and she may be funny, but it’s tough not to get sold when my pint-sized, blonde-haired three-year-old daughter uses some seriously tactical emotional moves. The more time goes on, the more she knows what will work on me. Mainly because she tests pushing all my buttons to find the right ones. This brings us to our first point.
Test Everything, But Strategically
It does often drive me bonkers while I’m being tested but sometimes it’s good to see the intelligence in it. And I’m just one person. With your larger pool of waiting prospects, you should be testing different tactics to target them. It starts with segmenting your audience into like-persona groups. Test the day of week, time of day, subject lines, content, vehicles and 100 other possibilities. Review results and optimize. In my daughter’s case, whatever gets her two cookies instead of one.
As I’m standing in my kitchen on a snow-filled afternoon in Rochester, my daughter brings me a piece of paper with some drawings on it. When I asked her what it was, she replied, “Just circles, daddy.” It reminds me that brands shouldn’t be something they’re not. The way to be unique and differentiate your brand is to be genuine to your true nature. It’s okay to be “just circles” as long as that’s at the core. Brand identity is strongest when it evolves from that core and is easily relatable to customers. You don’t want them questioning what your brand is all about.
Play In The Snow
Whether you’re three years old or a major brand’s employee appreciation event like #BurtonRideDay, you need to get out and play in the snow. Having a little employee engagement is good for productivity and internal branding. Highly engaged employees experience 22% higher productivity. We spend a lot of effort promoting outward, but looking in towards your employees will strengthen your brand. They’ll serve as brand ambassadors, become thought leaders and pour their blood, sweat and tears into your brand if you show them a little love.
Okay so I’m not asking you to start throwing tantrums or hire a toddler as your consultant. Think about your target audiences’ interactions, their lives, what drives their decisions and look at your own life for inspiration. Get into the mind of your customer. And take some time to slow down, think like a kid again.