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Brian Honigman - When Your Marketing Feels Too Much Like Marketing: Practice Moderation
- 1. PRACTICE MODERATION When Marketing Feels Too Much Like Marketing @BrianHonigman -#DSPHL
- 2. @BrianHonigman#DSPHL Marketers tend to follow the leader.
- 3. @BrianHonigman#DSPHL And follow consumer trends + customer behavior.
- 5. @BrianHonigman#DSPHL 6 Beautiful Ways Artificial Constraints Can Save Your Creativity [copyblogger.com] 5 Reasons to Quit Dairy [equinox.com] 21 (Not-Boring) Chicken Breast Recipes Made for Meal Prep [greatist.com] 4 Perspectives On Planning [asana.com] The 6 Best Luxury Appliance Brands [yaleappliance.com] 5 Cool Facts About The Dollar Bill - Happy National Dollar Day [thestreet.com]
- 9. Your marketing feels too much like marketing when: *Overused *Inundated *Diminishing
- 11. 1. Tie every tactic back to your company’s purpose. WHY? - Purpose HOW? - Strategy WHAT? - Tactics Purpose + Strategy + Tactics Mapped To The GOLDEN CIRCLE
- 12. @BrianHonigman#DSPHL WHY? - Purpose HOW? - Strategy WHAT? - Tactics Spar leading with their why.
- 13. @BrianHonigman#DSPHL Purposeful content in action.
- 15. How to do that. Conduct an audit. Invest in 3rd party research.
- 16. How to do that. Synch with leadership. Document the brand blueprint.
- 17. 2. Add variety to diversify your marketing bets. Make only one marketing bet. Make too many marketing bets. Make a few bets.
- 18. Diversify Channels Diversify Tactics #1 - Blog #2 - Pinterest #3 - Facebook #4 - Podcast Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic Tactic
- 19. @BrianHonigman#DSPHL Patagonia diversifies their messaging.
- 20. @BrianHonigman#DSPHL How to do that.
- 21. S e l e c t a h y p o t h e s i s C h o o s e a g o a l S e t a s e n s i b l e t i m e l i n e I d e n t i f y n e c e s s a r y r e s o u r c e s M e a s u r e s u c c e s s D e c i d e o n a f u t u r e i n v e s t m e n t Straight-Forward Testing Framework
- 22. Making a decision on a future investment.
- 24. @BrianHonigman#DSPHL 3. Rely on data and intuition to inform decision making.
- 25. @BrianHonigman#DSPHL Pottery Barn integrates data with intuition.
- 28. How to do that. Build a measurement toolkit. Ability to quickly analyze data. Coordinate stakeholders.
- 29. Avoid diminishing returns or (even worse) killing your go-to strategy via over-eagerness.
- 31. Liked that? Sign-up for my bi-weekly newsletter. SEND A TEXT TO: 44222 TEXT MSG: MODERATION
Editor's Notes
- WHAT +++ WHHHYYY ***marketers like to play follow the leader ***we identify what works for competitors, which is great but it’s often overdone
- ***which techniques and channels resonate with consumers or are customers and run with it
- ***this might work if we all operated within a silo but that’s not reality, in fact often most marketers end up doing the same thing and inundate a channel diluting its effectiveness overall *publishing across channels is increasing significantly, but brands are seeing less engagement even though they are sharing more.
- ***example of this seen in widespread use of numbered listicles by publications and brands alike
- its effectiveness has been diminished overtime due to overuse of the tactic. ****combination of you sending too much messaging or content on one channel plus everyone else doing it to the point where it’s overloaded.
- ***From a purely data driven perspective this makes sense, it drives a positive roi for us or others, let’s invest more resources moving forward ***This principle (that you may recognize from Econ 101) is commonly referred to as “the law of diminishing returns.” ***At one point, adding more input gives you a decreasing rate of return ***Point of diminishing returns
- **dilemma of overwhelm ****If you continue adding more input despite diminishing returns, you will reach a stage where not only do you not get a positive return for every extra input, but you decrease your overall output
- ***Your marketing feels too much like marketing when: *The same tactic or channel is being overused *Too much messaging is sent to customers *You’re seeing diminishing results from your efforts ****Consistency vs OVERWHELM / Constantness
- HOWWWOOWWWWW WHAT IS IT - DEFINE ***Need for moderation to counterbalance overdoing it / saturating your audience **You’re marketing should act as a HELPFUL REMINDER, not a disruptive or distracting message ***the organization’s that don’t overuse, inundate or see diminishing, lackluster results moderate their marketing
- **START BY reassessing your company’s why Speak to variety of tactics helps deal with overuse sets constraints, allows you to do fewer things better
- Dutch company founded in 1932, operating 12,000 convenience stores, grocery stores, pharmacies in Africa, Europe and the world. WHY they exist: They exist to facilitate collaboration: We can achieve more by working together than working alone HOW: Compromised of independent wholesalers and retailers the share resources and distribution networks but they are still independently owned WHAT: They sell groceries and home goods, which both their products and food items are curated to meet local preferences
- Speak to variety helps deal with overuse
- Speak to variety helps deal with overuse
- **review your analytics, get the feedback of colleagues **focus groups, surveys, social listening
- **determine the passion points of leadership **create a written strategy
- Allows for consistency, avoids overusing any one tactic and avoids inundating your audience.
- When you report up to the CMO you want to show activity but depth and variety is more important. Diversifying with constraint you’re able to narrow the channel and tactics you’re going after at any one time.
- Test to see what channels, tactics and frequency of messaging drives results. Allows for consistency, avoids overusing any one tactic and avoids inundating your audience.
- Follow this framework to get worthwhile results, moderates yourself from going to all in on any one approach
- ***data alone leads to = overuse of a channel, inundating an audience and diminishing results ***intuition alone leads to = ill informed decision making based only on opinion
- Mention diminishing. In early 2014, just after the 2013 holiday shopping season had finished, the marketing team at U.S. retailer Pottery Barn had a clear objective: to make Pinterest an effective marketing channel for the company. With its corporate image and product set seemingly tailor-made for Pinterest, it seemed like a no-brainer to expand its presence there.
- More is better mentality. Across the time period when their Pinterest output quadrupled, Pottery Barn’s engagement level (measured on Pinterest as the combination of Likes, Re-Pins, and Comments) was falling off a cliff. From January 2014 to July 2014, Pottery Barn quadrupled their monthly output of Pinterest content, but saw a 73% decline in average interactions per Pin.
- Refocused their strategy. Added descriptions to pins, focused on how-to content that encourage their audience to create better homes