You spent your whole marketing career trying to make your customers like you but overlooked the inconvenient truth that somewhere out there was a group of fans who already loved you.
If you’re going to Boil the Ocean, make sure you have plenty of gas.
Building the passion center means breaking the cycle of hand-to-mouth in which marketing is trapped. Beachheads mean saving your energy and saying “NO” more. No to your agency’s “Big Idea“. Even the smallest candle can bring a saucepan to the boil as long as it’s consistent.
Here’s to consistent marketing, doing more with a lot less and saving your sanity.
It took me 5 years in business to realize why progress was slow and painful – I was trying to sell to the unsold. The realization that I should be focusing sales on the sold was the epiphany moment. When I stepped back and saw it, I started seeing it everywhere – in clients, in marketing, in advertising. How we yearn to engage customers but how much the firefighting and “busy busy” nature of marketers ties their hands.
Our frustrations are real. Customers who “just don’t get it”, marketing that works once but can’t be repeated and the creeping realization that we’re stuck in a hamster wheel. Our frustrations are, however, our own doing; staying “awake” to the realization that there is another way. Customers can not only “get it” but love us in the process. The good news is success leaves tracks and what I’m going to share with you is based on what category leaders have evolved and practised successful in the most testing of markets – young customers.
New Presentation by Graham D Brown (download it here)
As marketers our biggest mistake is doing what’s urgent rather than what’s important. That’s why we outsource our creative process to agencies who’ll deliver on the urgency – a campaign that brings home the bacon within the 90 day window. It needs to be mass and it needs reach to deliver the results in such a short time.
Building the passion center means breaking the cycle of hand-to-mouth in which marketing has enslaved itself.
Beachheads – the key to successful youth engagement explained in this concise powerpoint by GrahamDBrown of What Youth Think. Mediocre brands waste their energies by committing 100% of their marketing to 100% of the marketing. Read on to find out more about effectively activating the 90-10 rule.
For a complete activation and insights plan visit MobileYouthReport
More on the 90-10 rule and Beachhead youth marketing
- Passionistas – who are they?
- We don’t care about 90% of you
- Backdoor Competition
- Beachheads
Brand trust and advocacy survey
Download
- DOWNLOAD the BEACHHEAD presentation here
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