How Jay Baer Builds Creative Marketing Campaigns

Ever designed creative marketing campaigns, or thought about it? We’ve had to build creative marketing campaigns for our clients in small businesses for the past 6+ years. We learned much from how Jay Baer builds creative marketing.
Baer builds creative marketing. 
How Jay Baer builds creative marketing campaigns.
We have learned a few things about making creative marketing campaigns and advertising look professional even on a tight budget. And the true measure of a successful marketing campaign design? That is having customers remember and talk about them.
Many small businesses don’t have a lot of time or resources to have their marketing campaigns or ads professionally designed. Marketing or advertising, you need to create information that your customers find interesting and worth talking about and remembering. Customers read and remember things that interest them.
So what’s a small business to do?
Here are eight important marketing design elements we rely on to design creative marketing campaigns and the best examples of each that we could find. Great way to learn and stimulate marketing campaign design ideas. 

Baer builds creative marketing …  consumer insights

Consumer insight is a simple truth that applies to a significant set of your target community. Businesses must understand what customers are and aren’t buying and why. They should also understand the way and why customers behave the way they do.
Here are two examples of customer insights:
The first example is Sam Walton who put large stores in sparsely populated locations – the opposite of retail orthodoxy – because he ‘understood’ that the vastly improved highway system had made it easy for shoppers from the larger urban areas to travel to these stores and for the suppliers to deliver goods cheaply.
Another example is Steve Jobs insisting that the iMac was launched with four colors because he got that color is a way that people express themselves and makes the computer personal.
This did not go down well with the left-brained people who could say the negatives: delayed launch, higher inventory, more pressure in forecasting, etc.
creative marketing campaign ideas
Creative marketing campaign ideas.

Specific, attainable objectives

The objective of creative marketing campaigns is to position your business as a better but less expensive alternative to your best competitors.
You should specify what your customer community should think, feel, and do. Focus on using emotions as much as possible.

 

Baer builds creative marketing … create a persona

Create the customer persona to represent your target community (think community and not the audience.
Why you may ask? A community is about multi-way way engagement in the group, while an audience signifies one-way transmission.)
Listen to these personas, collect quotes and comments, as well as testimonials.

https://digitalsparkmarketing.com/power-of-persuasion/

 

Target each campaign

Creative marketing campaigns address issues that are specific to given objectives. So one campaign strategy won’t be effective for all of your objectives.
Design marketing campaigns to specific business objectives.

 

Baer builds creative marketing … think strategically, not predictably

You want to think strategically and avoid predictability. Think to the brand, the positioning of your messages, and direct responses.
 
Branding – Your branding is all about showing consistent messages and personality all the time. This is not about us, but how people perceive us and our story, what we look like, and what value we offer others.
 
Positioning – Positioning is about finding a niche in customers’ minds, and filling it with a tagline and unique selling position (USP) that will capture their attention and be remembered. A USP is one of the fundamental pieces of any solid marketing campaign. Simply stated, it’s a summary of what makes your business unique and valuable to your target market. It answers the question: How do your business services benefit your clients better than anyone else can?
 
This is because a USP can give a great deal of clarity to your business model, what your company does and why you do it. It can define your business and most important business goals in just a sentence.
 
Direct response – A direct response is a trigger you want from customers that results in an action you are seeking. The final result will hopefully yield new business for your company.
 

Baer builds creative marketing …  tell great stories

Good stories immediately focus on engagement, experiences, and emotion … central tenets that are attractive to most customers. The narrative makes your message relevant and memorable through personalization.
Stories are a great means for sharing and interpreting experiences, and great experiences have this innate ability to change the way in which we view our world.

 

 

Baer builds creative marketing … emotional influence and persuasion

successful marketing campaign examples
Successful marketing campaign examples.
Budweiser puppy love that was, by most accounts, the biggest winner from the 2014 Super Bowl. There are no better means of influence or the power of persuasion than emotion. Hands down the best, in our opinion.
Experiences that trigger our emotions are saved and consolidated in lasting memory because the emotions generated by the experiences signal our brains that the experiences are important to remember.
Check out this ad here:
http://www.youtube.com/watch?v=uQB7QRyF4p4
There are eight basic, universal emotions – joy, surprise, anticipation, acceptance, fear, anger, sadness, and disgust. Successful appeals to these basic emotions consolidate stories and the desired calls to action in the lasting memories of audiences.

 

Baer builds creative marketing … visual elements

Use pictures/visuals to convey the message much better than words. “Seeing is believing” and “actions speak louder than words” are two common sayings that reflect a bias and preference for visual presentation.
Does Samsung have another winning marketing strategy?
Here is a four-minute Samsung ad with 15-20 new features shown for their iPhone. No talking. And so simple that you quickly grasp the features and don’t lose interest. And the coordinated music has a way to keep you tied in. Creating customer interest doesn’t get any simpler than this. A very simple, yet entertaining design, don’t you think?
This ad subtly grabs and holds attention based on a great music soundtrack, no speaking, and total reliance on superb visuals.
Letting the visuals carry the messages.
http://www.youtube.com/watch?v=2LHv1FPd1Ec
Creating customer interest doesn’t get any simpler than this. A very simple, yet entertaining design, don’t you think?
Digital Spark Marketing
Digital Spark Marketing’s Firestorm Blog

 

So what’s the conclusion? The conclusion is there is no conclusion. There is only the next step. And that next step is completely up to you. But believe in the effectiveness of word of mouth marketing. And put it to good use.
 
It’s up to you to keep improving your creative marketing efforts. Lessons are all around you. In this case, your competitor may be providing ideas and or inspiration. But the key is in knowing that it is within you already.
 
All you get is what you bring to the fight. And that fight gets better every day you learn and apply new lessons.
When things go wrong, what’s most important is your next step.
Test. Learn. Improve. Repeat.
Are you devoting enough energy improving your marketing, branding, and advertising?
Do you have a lesson about making your marketing strategy better you can share with this community? Have any questions or comments to add in the section below?
 
Mike Schoultz is the founder of Digital Spark Marketing, a digital marketing and customer service agency. With 40 years of business experience, he blogs on topics that relate to improving the performance of your business. Find them on G+Twitter, and LinkedIn.  
Digital Spark Marketing will stretch your thinking and your ability to adapt to change.  We also provide some fun and inspiration along the way. Call us for a free quote today. You will be amazed at how reasonable we will be.
  
Check out these additional articles on customer service insights from our library:
10 Next Generation Customer Service Practices
Handling Customer Complaints … 8 Mistakes to Avoid
Customer Service Tips … How to Take Charge with Basics
7 Ways to Create a Customer Service Evangelist Business
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