When I searched for “anatomy of a marketing campaign,” I couldn’t find a single result that had to do with the parts of the human body.
Yeah, yeah — I understand that “anatomy of” is a term put in front of complex ideas or tasks in an effort to clarify their structure and that the language used in these articles may be clear and concrete and blah blah blah, but frankly, they’re BORING.
If you’ve already cleared the hurdle of making a complex idea more understandable, why lose that momentum by tripping over the “boring as hell” stumbling block?
Anatomy is primarily defined as the branch of science that concerns the bodily structures of organisms as revealed by dissection.
That sounds WAY cooler.
The QLP film department and special effects coordinators (who moonlight as the content department) bring you a more literal interpretation of the Anatomy of a Marketing Campaign:
The Eyes: Beauty is only skin deep, but unless you’ve got x-ray vision, that’s all you get to draw in the customer. Every part of your brand needs to be visually appealing — from your product design to your online presence. Customers who don’t like what they see will never have the chance to love what they get, because when no one wants to look, no one wants to buy.
The Heart: In our tech-driven, quick-comparison world, relationship building is the key to customer retention. Communicating on a personal (though appropriate) level with clients will help them invest in you as a person as well as a company. Also, appealing to emotion — their stress relief with the new service or their success with a new product — in a sales pitch is a solid closer. Potential clients understandably want to make sure that they aren’t dealing with heartless, uncaring monsters.
The Intestines. I would cut the phrases “award-winning” and “leading provider” and “world class” out of marketing vocabulary if I had a sharp enough scalpel. These words mean NOTHING. Make sure that your marketing is digestible to consumers with concrete examples. If it’s littered with jargon or unclear language, you’re going to lose the interest of prospects.
The Hands. Never underestimate the importance of a firm handshake in a business meeting. Physical touch has been proven to help close sales deals — seriously! Also, you should always be willing to lend a hand: you get the warm fuzzies and your new network connection could be a valuable resource in the future.
What do you think of these organs of marketing campaigns? Do these tips have the muscle to power your brand? What else should we add?
Until next time, keep expanding your brand!