One thing that often happens in marketing in-general is that the brain is often disconnected from the rest of the body.
What do I mean, you ask?
Well, one of the first things that any agency should do when a client approaches them is ask the following:
Here is a good to-do list that we often use in-house when putting together a bottom-up marketing plan for our clients:
- What is our client’s purpose?
- How does this fit into the context of our client’s customers‘ lives? This is a really important factor. It’s a human factor. Too often, agencies and clients want people to think about their products 24/7, when the greatest impact is when they actually use your product and at the point-of-sale.
- How does this marketing plan match up with cultural nuances? Once you find out what that human factor is, coil the plan to match up with cultural nuances of your customers. This is where an agency can show its difference on insights.
Company purpose will almost definitely drive a customer to step back and think as to why they are buying/using your product. It’s really as simple as that.
Think of the purpose as the brain and the marketing/creative execution as the arms, fingers, finger-nails, and nail polish (of course, to add that zing to the look!).