Good Marketing That Delivers: Rebrand Your Values, Change Your Perspective
Call us an SEO company or a social media marketing company. Call us a web design company or a branding agency. You could even call us an NYC SEO/social media marketing/web design/branding agency — if knowing that we’re based in New York City and that we can do everything adds value to what we do. Whatever you call us or whatever we call ourselves, Tradical 360 will still be the same thing: a NYC-based branding agency that provides services in SEO, web design and social media marketing.
However anyone packages that reality is simply a way of altering perspective. And why do we alter our perspectives to see things in the way we want to see them? The answer goes far beyond the world of marketing and advertising. You see, it’s simple: Perspective is happiness. Sometimes it’s not changing the actuality of something that delivers, but maybe just the idea of it.
Creating and Rebranding Values
We like to look to the innovators and thinkers of the world for inspiration when we are working to deliver happiness to our clients, and we recently came across a couple of TED Talks by Ogilvy Group Vice Chairman, Rory Sutherland. An ad man through and through, Sutherland gave incredible insight into the art of delivering results by understanding the different ideas of “value” and how sometimes happiness is literally a change of perspective away. It made us think: How do we and can we apply this to our work?
All value is relative. All value is perceived value.
The thing with marketing a fledgling company is that it usually comes with a pretty blank slate. Finding that company’s niche in its particular industry, creating values and executing those values out to a potential market is all cut and dry — and it involves a lot of numbers. But we’d have to argue that numbers can only go so far because numbers can tell us what makes sense, what is seemingly right — but numbers don’t always create results. Knowing that a company’s target audience is 24 to 35-year-old college-educated singles can only take us so far. Understanding and meeting the values of that market is what create results — and more importantly happiness — for both the company and its customers. But things aren’t always as they seem.
“All value is relative,” Sutherland says. “All value is perceived value.” And we couldn’t agree more. In our work, we know that it’s important to remember that in the field of happiness (cleverly packaged as ‘good marketing’), you can deliver tenfold by understanding that intangible value — the value that something represents — can sometimes actually be worth more to your audience than its intrinsic, or “actual”, value. Think about it like this: It might make sense to spend more money now to offer free overnight shipping to your busy customers with the hope they’ll come back for more soon. But what if you included a coupon code for free overnight shipping on their next order to create incentive and had your customers pay a reasonable shipping fee and wait? Your customers may indeed find more value — more happiness — in their “free gift” and come back for more. Good marketing is delivering what they value, not what might immediately make sense.
Changing Your Perspective
Why is it that people seem to think that happiness is always in the hands of other people and outside circumstances? Happiness is a state of mind, and we think there’s no greater “result” from a good marketing campaign than a happy client and their happy customers. And while we can’t reach inside their brains and make them happy, we work hard to do everything on our end to understand what makes them happy — and that takes understanding their values first.
Sutherland talks a great deal about the key to happiness being about perspective, and we have to agree — because happiness is incredibly subjective. Often companies spend great amounts of their resources — money and time — to completely change their product or alter their services to make their customers happier. While we agree that change is something that often invokes happiness across a wide array of people, change can come in many forms. Again numbers might try to compete here and encourage us to do what makes sense — but they might not be the right answer.
Reality isn’t particularly a good guide to happiness. The power of reframing things cannot be overstated.
Sutherland gives a great example of the British Postal Service wanting to bring their success rate of delivering first-class mail on time from 98% to 99% and spending a great amount of resources to bring that one percent up assuming it would make a big difference in their customers’ happiness. However upon survey, those very people assumed that success rate to be much lower — somewhere in the 50% range.
“Reality isn’t particularly a good guide to happiness,” Sutherland points out. So why try to alter the reality when it was the perspective that was lacking? Why not attack the problem where it is — in the mind — and not where it’s assumed to be — in the actuality? And again, this is a point that we take to heart when meeting our clients’ needs. In the end, it’s all about making people happy — whether it’s the company or its consumers — happiness is results. And simply by rebranding values and changing perspective, you can achieve good marketing that really delivers.
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