It can be difficult to know the best way to market your business. There are so many options and it can seem daunting. How do you choose? What is right for you? And what will work when marketing your brand or product? The answer is simple: understand what kind of campaign you want, then take that wishful thinking and turn it into a want or need, then finally make it happen! In this blog post we will talk about how each type of campaign works, which ones might be right for your company and how to get started on all three types!
-Wishful: wish it want it do it
-Want or Need: What is the thing you want (or need)? Then, how can you make that happen? How much time/money will this take to achieve your goal? Next, what are some of the steps needed in order to achieve these things. Finally, what does success look like for this campaign type and where do we go from here?
-Do It!: Okay so now let’s get started! Here’s a list of tools and resources that might help with each step outlined above.
-To get people to think about the thing they wish for, a company can offer something that fulfills this wish. Creating marketing campaigns around these wishes is always successful because everyone wants what they don’t have or doesn’t know where to find! You might be wondering how you would start on one of those campaigns? The easiest way would be by surveying your customers in order to see if there are any things they really wish existed. For example, REI has a section of their website called “wishes” which encourages users to submit ideas for products – no matter how farfetched they seem (because who knows!), someone out there will totally buy them at some point.
-To get people to want the product, you can create campaigns that make them think about how they wish their life was different or how much better it would be with a certain object in their lives. You might not feel like this is necessary for your individual business, but if there are competitors out there who have a similar audience and message as yours then it’s time to step up your game! For example, Apple has created many ads over the years that show people being more productive on Macs than PCs which ultimately makes viewers believe they will also be more productive themselves – leading an easy purchase decision later down the line.
-To convince someone to actively take action and buy from you (in other words – do), companies need to offer them value. Value can be anything from a coupon for their next purchase, to money off your first product order, or even free shipping!
-This sounds like it’s an easy strategy but often times people are content with the status quo and not willing to change – so you have to make it worth their while. For example: if they wish they could travel more then give them coupons for hotels in major cities around the world; if they want healthier hair give them shampoo samples that will help get rid of frizz; if they do want better quality food products send them recipes on ways to cook healthy foods at home (in other words feed into what consumers tell you is important!).
Wish: The wishful thinker will have many creative ideas and may not be able to choose just one. This is great for brainstorming, but it can leave you feeling stuck when trying to decide which idea(s) would work best in your campaign plan.
Want: Wanting something means that the person really wants it, so they’re willing to go out of their way or do what needs done (like research). They are committed enough that success seems possible – if they keep at it. That’s why a want-oriented strategy makes sense for someone with clear goals who knows how much time and effort he or she has to spend on the project.
Don’t do it: Don’t-doers are the opposite of wishful thinkers. They avoid things that make them uncomfortable, because they know there will be risks and challenges involved. This is not a good strategy for marketers who need to generate momentum around change in the company.
The Wishful Thinker: The person with many creative ideas might have trouble choosing just one – but this can work well when brainstorming as long as he or she doesn’t get stuck on too many ideas without making progress towards any specific goal.
Want-oriented Strategy: A want-oriented approach makes sense if you’re someone with clear goals- i.e., research to see what marketing professionals are doing right now so you don’t reinvent the wheel.
Do-oriented Strategy: A doer needs to take a step back from the creative process, and make decisions about where to focus energy so it can be productive. He or she will have many ideas but must determine which ones are most important for now – then break them down into smaller steps that are achievable in the short term with measurable results.”