Marketing campaigns should always start the communication concept, subjective assumptions and framework that attracts attention and engages the audience in a way that leaves the mind of each viewer, and captures the collective consciousness of the audience. It is the foundation of your brand story
develop appropriate communication concept is the first step in creating your own peculiarities marketing strategy :. A strategy that employs signature sound and visual performance vocabulary needed to create identifiable brand -associated campaign promotion. It is this representation language that provides communication tools needed to make your brand unique and memorable.
Technology without understanding is Like a coffee cup without
availability of sophisticated technology at relatively low prices has led communications revolution. Websites, blogs, and social networking sites have given every sales manager and entrepreneur access to communication options that were hereto reserved only for major corporations with million-dollar budgets.
Unfortunately, the ability to use easy-to-learn software and high tech digital hardware, along with access to the exponentially growing Internet audience, does not mean that the average business person has the necessary knowledge or understanding of the need to communicate effectively within these available Internet channels.
Mom, I can do it myself!
As a toddler who claims absolute sustainability only to have my mother to come to the rescue, so too do-it-yourself Web-media narcissist ultimately requires expert marketing communication help if he or she wants to live friendly growing pains.
with e-commerce store and lots of search engine optimized traffic does not make your website automated online banking machine that takes search engine traffic at one end and spits out money from others. Having a blog does not automatically make someone interesting or articulate, nor have video camera doing pioneer creative director or a media star.
Marketing campaigns for your brand, products or services, and they are certainly not the features. They are not the owners, managers or corporate executives who run it. No, they are the history, brand story, told in a compelling way so that it resonates and affects the audience in some significant way.
What we have on the web is a communications platform open to any and all comers, most lack the prerequisite understanding of how to communicate the brand message.
The language marked Presentation
In an article in ‘Fast Company’ ‘When Great Design Becoming their own language “Joe Duffy talks about
“visual and verbal linguistics.”
“The brands that have been designed in the best possible ways have their own language that tells the story sets them apart from all the brands they compete with, and connects them in a very meaningful way to their target audience”
-. Joe Duffy, a graphic designer and aiga Fellow
To achieve this kind of sophisticated communication that you have to understand the language of presentation. The TED conference speech, “The 4 Ways Sound affects us” given sound expert Julian Treasure, he describes how music affects people physiological, psychological, cognitive and behavioral. The same can be said about the graphics and performance, communication elements that together with sound creates language brand promotion.
As Julian Treasure notes in his speech, “inappropriate retail soundscapes can reduce sales by 28%.” If it is true in the store, it is also true on the web. Add to inappropriate dialogue visuals and performance technique, and you have a branding, marketing and sales disaster on your hands.
Core Concept Development
Management Consultants will advise managers to create a Mission Statement to serve as a strategic guideline and tactical decision reference; but if that statement is filled with meaningless platitudes and carefully constructed euphemisms, it is the manager ally useless and inane public.
The answer to the problem is to start with one that makes you special. Marketing technology, high concept behind your business, and tactical execution, different advertising and promotional initiatives you choose to pursue, must be based on the elements of the company that makes you different.
The problem is most companies are not different; they sell the same thing, the same way, as dozens if not thousands of other companies. It is the job of companies like ours to help companies develop the distinctive mark of differentiation, and come up with effective ways to apply them. In most cases, the solution was not in goods, services or procedures, but in the way the emotional and psychological value proposition is presented.
Brand Story Sustainability
What we are developing here is a five-point plan to create a sustainable brand for years to come; methodology creates a unique brand image rather than also-ran product, or have me to be outdated by next upgrade or drop your competitor
So far we have four of the five factors :. is the emotional and psychological value proposition; a Mark differentiation; a Communication Concept, and Presentation Language . The Fifth Element is Concept Arc. The Concept Arc is how campaign leads the audience to where you want them to be, and believe what you want them to believe?
Put differently, you have access to website traffic, audience that is looking for something, it is the job of brand history to reach deep into the psychological make the audience and give them a jolt of desire for what you offer. Brand story scenario and characters represent vicariously this audience, and as brands represented onscreen to go through the plot arc of suspicion and mistrust consent and desire, so too will the audience
brand story you can build on. any number of conditions, including search, adventure, search, rescue, escape, revenge, could, competition, underdog status, temptation, transformation, growth, love, forbidden fruit, sacrifice, discovery, performance, and conflict, (based on scientist, Dr. Melvyn P Heyes discussion weights screenwritingscience.com).
A Web audience will be …
Linda Cowgill in his book “The Art of plotting: perception, uncertainty and depth to your script,” says: “They [audience] will be able to understand it [presentation] with eyes and ears as they watch the scene unfold. … drama requires more than the sum of the number of occurrences. “Similarly branding requires more than the sum of features.
If you have not already figured it out, the best way to implement such a brand strategy with ongoing Web-video campaign, but if you still have doubts in mind that the Web audience will appeal to brand the way magic experiences, values, attitudes and prejudices. The audience will identify with the characters and their related problems, concerns, issues, and / or needs. As the audience will have effect subconsciously affect the performance, as well as visual elements, sound design, and mnemonics. The audience will relate and interpret verbal and nonverbal messages on both conscious and subconscious level. And the audience will be able to recall and remember the brand personality come so that it will be a life style choice rather than just a commodity purchase.
What it all comes down to connect with customers on a human level. Maybe have a significant website traffic, or maybe you do not, but whatever the number of visitors, which is important is that no one visits your site should go without understanding what you do, and remember why they should care.