I like to talk to creative people because they always see the details I don’t. Like today’s master in marketing, which saw an increase in a small feedback, seemingly minor detail: when his photo model bowed to his knee.
Today’s marketing is not suggesting a master – but he needs to consider some suggestions.
Meet the master
Grace Wells
Grace Wells works with brands such as Hook Berry, Solial Tojorus, and Fur as a creative strategy and director
Lesson 1: Share data between your compensation and organic channels.
Oil and water heat fields and Mac Quiz. Payment and organic. They rarely mix, and in at least one of them, it is a matter of loss of everyone.
Wales tells me, “What is the crossover (k) performing on these two ends of the spectrum, paying and organic – this is the place where you get the vision of clear and interesting behavior from your user.”
When she works with the brands, Wales says she is always looking for mutual cooperation ways between the two teams. In a brand, sharing data among teams reveals that “lifestyle images that feature bent knee, perform better than a straight leg, standing.”
And these are the “small details that can really make a difference in how you are offering your brand.”
Lesson 2: Make a place for your customer to imagine your business as a part of you.
When he contributed with beauty startup fur, Wells worked with his retail business and other national distributors. It also worked on brand marketing for Fur’s B2B line, which markets industry professionals like salons and spas.
“It was really interesting to see which professionals are vulnerable and aesthetically busy than users.”
Professionals “responded to very different visual representation and design aesthetics that D2C was much clean and easy to give consumers prioritized”. Wales says industry professionals wanted something that “permanent, comfortable and easy to adapt to their salon aesthetics.”
On the other hand, consumers buying in upside down or other distributors responded to a “creative brand that feels modern and dynamic”.
This makes me miss a little bit of starting a house for sale – you are considered to remove personal images and effects so that potential buyers can imagine their own families in space.
Similar thing: Professional aesthetics that produce spa environment do not want other brands to step into their style.
Wells summarized this: When you are trying to turn your customer to something that will eventually be included in their business, you have to make a place for them to imagine your business as a part of your part. “
Lesson 3: Do not put it half a ass.
I ask Wales to make the biggest mistake he is willing to compete, and what he has learned from it.
She tells me this story:
“I worked with a brand (whose) target customer was out of the population statistics. The new target was smaller than the customer (personality), who he removed his data campus and eliminated expectations.
Okay yet ok, okay?
The brand found a small, cool view that engaged its new population works … but it reluctant to fully affiliate with a new repetition. So that the new approach was not translated into the website – which was still built for the previous target audience.
“We lost a chance to take a new direction that we were taking and fully understanding it – instead, we have created a similar experience,” says Wells.
“I think the biggest lesson I have learned is that you can’t live anywhere to avoid taking the risk. It feels safe in the middle of the place. But when you really reach the other side, it is limited.”
Lasting questions
Question this week
“What is a marketing hill you will die … even if data or trends say otherwise?” F Foundation Marketing Founder and CEO, Russia Simmands
The answer this week
Wells says: It’s not about how big you are, about how much your audience is connected.
Buying a follower is worse than a small organic following for your reputation. Avoid events because they cost money, make you consumers’ interaction. Organic content and brand story steeling is the one that works for conversion content. I see that many brands are trapped as soon as possible, as soon as possible, chasing the conversion, which creates an empty bubble from the brand’s affiliation that will eventually pop up.
To grow up, you will have to connect with the audience that will make your development a champion, and it will require gentle skills.
The latest question of next week
What have you learned in your first job that is basic for your business person today?
