This is a take on how to win friends and influence people. Yet, reframed in a business sense with what marketers and advertisers are putting into practice today. People always want to know, or find, what they can do to get the edge on their competition. Let’s be honest, ideally they want to steal their competitor’s customers away from them. It’s a real life version of games like Monopoly but with a twist (customers instead of property). Everyone wants to be the one with all the money and all of the customers who double as brand fanatics. Well, monopolies are illegal so it’s back to how to get the edge on your competition and come out on top. Here are three practices that, when put into practice, can help you do that.
1) Target Selectively and Effectively: Kraft is a great example of this with their upcoming ID by Stride gum campaign directly aimed at teens http://bit.ly/RVSl3G. Teens have short attention spans and a hunger for new content and that’s exactly what Kraft is giving them. Kraft hasn’t just chosen their target, they know their target and celebrate them and that’s part of the appeal. Each pack of gum has a different design by a different young artist, and they celebrate the diversity of interests teens have with their “Kinda more than gum. Kinda amazing.” tagline. Their efforts reflect that with imaginative ads and online games that are kind of one thing and kind of another. The lesson being that you should narrow your target to those who will buy and know your target well enough to be undeniably persuasive. If you target selectively you’ll target effectively.
2) Choose a Tagline With Unlimited Possibilities: Toyota is the best example of this with their upcoming “Let’s Go Places” tagline http://bit.ly/V1ni5h. Considering they sell cars, this is quite possibly the best-suited tagline. It’s almost reminiscent of Dr. Seuss’ “Oh, The Places You’ll Go” if you think about it. Not only does it suggest physically going places, it also hints at new and innovative cars and the future ahead for Toyota. They’re ready to take us on a ride, and a tagline like this hints at a whirlwind tour. Case in point, if your tagline is limitless so are the possibilities for appeal.
3) Do Something No One Else Is Doing: Grey Poupon’s new Facebook campaign is as original as they come http://bit.ly/PI9wDS. Fans of the brand are being invited to apply for the “Society of Good Taste” on the brand’s page. When they do, an algorithm judges their profiles and gives them a percentile score based on their refinement. If poor taste in music, movies, grammar, art, etc. is found they are asked to refine their profiles before trying again. Their extension of this refinement theme is also admirable, with a Pinterest page full of recipes and tips on refined living. In being original, Grey Poupon does more than “cut the mustard”, they break the mold. It just goes to show that if you make a splash, people take notice.
All of these are ways to stand out and get noticed, but they’ll do more than that. By targeting selectively and effectively you maximize the potential of your brand’s appeal. In choosing a tagline with unlimited possibilities you set your brand up for a variety of applications that are sure to extend its reach. When you do something no one else has done, people take notice and you reap the benefits. Life is about more than winning friends and influencing people, it’s about winning business and gaining people. That is the true bottom line.