Marketing in the millennials era is hardly going to be an easy task. Considering the competitive environment and consumerist society that rapidly changes, companies and brands have to invest a lot of creativity and energy just to come up with new ideas that will make consumers go crazy about their products.
People want a story. They want a lifestyle behind your products that will resonate with them.
Here are some marketing strategies that will help you in creating a buzz around your brand and products, no matter if you are at the beginning or you just want to set your brand for a success.
1. Give them a Story
Think about what is it that lies behind Apple, Coca-Cola, or Nike? What do you think they are selling? If you are thinking products, you are likely to be wrong. The first thing that sets famous brands apart from others is their story they are giving to their consumers.
When someone is watching a Coca-Cola commercial, what they want is that lifestyle, rather than just a drink. They want a carefree life full of fun, and a way to it is through the Coca-Cola drink that smiling people from the commercial are having. Same goes for fashion brands or any other kind of brands. Put the story speak in front of the brand, and most importantly, make it authentic.
2. It Is All About People
Let us get real here: if Fossil executives started talking about mechanisms of their watches, and their specifications, would you care? Is that really what people are interested in when they are looking for a certain product? Of course, consumers want to know what they are spending their money on, and it is important to be transparent about that kind of stuff, but that is not what is going to draw them to your products.
At the end of the day, they have their own problems, their own everyday needs, and struggles, and the task of your products is to better the quality of their lives and to fit into their everyday needs. Focus on that.
3. Make Influencers Interested
Buzz marketing is probably the most effective marketing strategy these days, considering that less than a third of people believe in stuff promoted in the commercial, but more than two-thirds are believing in what is said and written on blogs, review videos, etc, as surveys revealed. To create a buzz, first what you need to do is make the important people talk and write about it, even before the launch if possible. Your brand doesn't have to be famous and big as Apple, as long as you give them something to talk about.
Use the credibility of others to promote your brand. Hashtag them, refer to them. I am not saying to be copycat, or anything similar, just to use the fame of others to highlight the story that lies behind your brand. That way people can easily connect your brand with the image that is already built, which will help you secure your own brand identity.
4. Guerilla Marketing
This is probably one of the most creative ways to get potential customers interested, and we know that today's market is in demand of creativity probably more than anything. And that goes mostly for new brands that are trying to build an identity in this era of millennials. Of course, guerrilla marketing itself flashes a brand with a certain light, but committing to it can really enhance the story that you want to send to people, and most importantly, it is original, creative and humble, as you have to go among the audience and show them your brand's authentic image. People want to see through the commercials, though the perfect image - they want something that is raw, pure, and humanely. And that is just what guerilla marketing is. But keep in mind that guerilla marketing is not just a strategy you throw, it is also a state of mind.
5. Merchandise Marketing
Using merchandise as a marketing strategy is another effective way to get your name recognized. It is the focus of many lifestyle-driven brands today, and it will definitely make people come back to it if you do it properly. Many of the new brands tried to resonate with some of the particular types of fashion, and that way they only put themselves into the "box".
And just the opposite, stepping out of the box, is what is going to make the buzz. Even though in the end your brand identity will focus on a certain category, what gives it a great fuel is the message that lies behind your products. Use that message to create original, as well as good old, classic merchandise. Depending on what your company is focused on, you can use some inventive and simple gadgets, hats, custom t-shirts and jackets, and use them to put your message out there, loud and clear.
6. "Pay Only Shipping"
With modern technologies taking over, well, almost everything, you can see the rise of "Pay only shipping" strategy, which is also the part of merchandise marketing. Retailers are giving their potential and already existing customers a glimpse of experience of their product for no money, and they just have to pay the shipping. This strategy is great for new brands trying to build the trust among their customers, and it will make them talk about it. What else is going to make the buzz, if not the free merchandise?
7. Take Pre-orders
Every famous brand has built a set of customers who trust them unconditionally, and who will go for anything they release. It is a long way to getting there, and a lot credibility to earn, but even if you do not already have a set of customers, you can let your potential customers sign up for updates and teasers.
If you have already been around for a while, don't be afraid to make the waiting list. Do not give away much, keep their interest, but reveal not more than very few details. Teasing is going to make them anticipating your product and it will definitely draw the interest of your customers.
8. Aesthetic Matters
Of course, functionality and the quality of the product are in the first place, and should not be sacrificed for aesthetics, but making your product appealing and attractive is extremely important. What is the use of a product, if people don't find it pleasing to the eyes? In this designer era, a good design is highly appreciated and is the first thing customers see, so do not underestimate it.
How many times have you only heard that somebody said: "Oh, I had to get it for its packaging."? Probably a lot. That is the importance of a good packaging, so don't overlook it and make sure to invest in it, as it is as important as its functionality.
9. Listen To What People Have To Say
There is no place that people would be more honest in, than the internet, so tune with them and listen carefully to what they have to say about your brand. Filtering some of the comments helps, of course, as we are all different and sometimes we can say some really unreasonable things, but if you see some of the complaints repeating, make sure to better that in your products or service, and more importantly, make sure to be open about it. There is no better marketing than word-of-mouth marketing, so give them something good to talk about.
Don't be afraid to be creative, and play around with different marketing strategies. The key ingredient for building your customer's trust is honesty, openness, and authenticity. Which, probably, is something the marketing field is lacking, so it will most certainly set you apart from others.
Guest Author
Audrey Taylor was born in San Francisco, and moved to Adelaide at the age of five. Marketer researcher and social media manager on hold, full - time mommy of a cheerful two-year-old. Graduated from Queensford college, worked in a couple of marketing agencies across Australia, eager to learn more about business and share her experiences. Traveled across the Europe. Her hobbies include: home decor, fashion, travel, music, old movies.