Imagine Don Draper standing in his office. He was just shown the film Spring Breakers. He downs his scotch and thinks, “how am I supposed to market this?” Although this is a silly hypothetical (Don Draper would have been in his 90s when that movie came out) (also, Don Draper isn’t actually a real person), it’s a real situation a lot of marketers find themselves in. How do you market the seemingly unmarketable?
One tactic is to lean into whatever makes your product less than palatable. Make a product meant for protecting babies bottoms when they’re in diapers? Call it Butt Paste. Is your company no. 2 in market share? Instead of hiding that, tell people you’re number two, and that it means you try harder, like Avis did. Your pizza is considered the worst? Admit it’s terrible, and that you’re changing it from the crust up like Domino’s.
Consider the context. “At Crazy Eddy’s, our pre-owned cars save you money, money, money!” works great for a used car lot, but not so much for a funeral home. You don’t want to bury grandma with a “Crazy Eddy’s discounted pre-owned coffin.” Also, banner ads for bright neon hair dye make more sense on Hot Topic’s website than the AARP’s. You don’t pay to show ads for a Bar-B-Q restaurant on PETA’s website. Find your niche, your target audience that loves what you do, get your message in front of them.
One of the hardest things to figure out how to market is services instead of products. These can be difficult to explain to customers/clients in the context of an advertisement. On a product (for example, a new mop), you can show the features, show the product in use. How do you accurately advertise say, a life coach, a tax adviser, or a lawyer? For the lawyer, you’re probably picturing a bald guy sitting at a big wooden desk in front of a bunch of law books, with a mustard yellow text that says CALL NOW at the bottom of the screen. With services, the most important thing is clarity. “We help your business succeed” may sound good, but what services are being offered? It’s completely unclear. “We help your business navigate the complicated world of online marketing and search engine optimization,” may not be the most genius line ever written, but at least people will know what you’re offering.
You may think you’re facing an invisible monster called “the unmarketable product/service,” but the truth is that everything is marketable, you just have to figure out how to convey your company’s message. Through owning it, using humor, understanding context, or correctly conveying services, you can market anything successfully. After all, if Gary Dahl can make a mint by selling individual rocks in cardboard boxes to people, you can figure out something.
Sales demo videos are an exceptional tool at every business’ disposal that can be used to sell its product at any hour of the day. You can nurture your leads during business hours
The COVID-19 era has presented many challenges, especially in real estate. With drone videos and 360 virtual reality tours, it is possible to buy and sell homes online with ease. In this blog, we will go over the top three ways
Filmmaking changed forever when our phones turned into video-ready cameras. Before smartphones came standard with high-end cameras, we had to either outsource our video production or rent expensive gear.
With a good script, bit of humor, and iconic brand voice, businesses can engage with their audience via video production and build a better following.
Explainer videos are a powerful video marketing tool for informing your clients, consumers, or shoppers about your product or service by explaining the benefits, processes, or information most relevant to them.
When we first set up our video studio in Houston, Texas, we wanted to do it right: with apps that allow our team to work from home while still maintaining the highest quality creative in our videos.
If we know one thing to be true about freelance and small-business life, it’s sharing is caring. Proppingup your creative community with tips and tricks is one way we support each other and keep ideas fresh.
Why LinkedIn? As a fellow human being living in 2020, chances are you’re “on LinkedIn.”Like Dolly Parton, you’re also probably trying your darndest to put your best face forward.
Motion Graphics are one of the best ways to take your video project to the next level. You see motion graphics in almost every high-end video...
Video production is exciting and fun because you have an opportunity to bring your brand to life like never before. Your website, newsletters, and flyers are all important pieces of marketing material, but...
We live in a time where just about every business owner has a smartphone in their pocket. Most smartphones have cameras that can capture videos...
We’ve all seen videos that should have been professional, but something didn’t quite work right. It can be difficult to pin down just what makes a video stand above the rest.