Beau Phillips is a marketing specialist who advises leading companies. In his new video, THE NEW RULES OF MARKETING, Beau explains the 8 pillars to successfully branding your company. Over eight weeks, he discusses one rule each week in this continuing series.
#7 Be Clear & Concise
Being clear and concise seems so obvious. But it’s astounding how many companies still get tangled up the weeds. Every day we are assaulted with more than 1000 ads-tweets-banners-commercials-bus ads. So it’s critical your message be tight and descriptive.
In other words, don’t make me think.
Sometimes being blunt is the most effective approach. Club people with a short, simple message, right between the eyes, and keep repeating it. I call this 2 by 4 marketing. But you must inject creativity, as Geico has done. Whether it’s their cave men, the gecko or the Hump Day camel, Geico never strays from their core message that “15 minutes can save you 15%.”
Several years ago, televisions were overwhelmed with commercials for a headache relief product called Head On. It was impossible to miss their spots showing a woman rubbing a roll- on bottle across her forehead. The message was repeated incessantly “Head On, apply directly to forehead.” Interestingly, headache pain comes from the back of the neck. The forehead is just a layer of skin over bone. There are no muscles or nerves to relieve. But the image of putting medicine where it hurts is blazingly simple and effective. People believed Head On worked – and probably felt some relief from that alone. Brilliant 2 by 4 marketing.
On the other end of the spectrum, this recent promotion for the movie Iron Man 3 is almost laughable. This in-store poster is designed to promote Subway’s collaboration with the Iron Man 3 movie. Instead, the focus is on cash, rides & adventures, promo codes and even avocados. Instead, they should have focused on one thing that connects Subway’s food with the film in a clever way. Maybe create a new Iron Man sub? Or offer discounted movie tickets to Iron Man 3 with each sub purchased. Unfortunately, there’s so much going on that the actual message gets lost.
Branding Lesson #6 Don’t make people struggle to understand.
For more information on the new rules of marketing and being a leader in your field, watch Beau's video, THE NEW RULES OF MARKETING.
To read pillars 1 through 6 of the New Rules of Marketing, visit Beau's blog.