I love to speak to creative people because they always notice details that I don’t do. Like today’s master in marketing, who an impression of a tiny, apparently insignificant detail: when her photo model bent the knee.
Today’s marketing master does not suggest – but it has to take some suggestions into account.
Meet the master
Grace Wells
Grace Wells Works with brands like Huckberry, Soleil Toujours and for as a creative strategy and director
Lesson 1: Share data between your paid and organic channels.
Oil and water. Hatfields and McCoys. Paid and organic. They are rarely mixed and in at least one of these cases it is for every disadvantage.
Wells tells me: “The crossover (from) what at these two ends of the spectrum, paid and organically works – here you get the clearest and most interesting knowledge of your customer.”
When she works with brands, Wells says that she is always looking for opportunities to build the cooperation between these two teams. In a brand, the exchange of data between teams showed that “lifestyle photos with a curved knee cut better than a straight pose”.
And it is these “small, fine details that can really make a difference about how to present your brand”.
Lesson 2: make room for your customer to imagine your business as part of you.
When she worked with the Beauty Startup -Fell, Wells worked closely with Ulta and other national distributors for his retail business. She also worked on brand marketing for the B2B line of FUR, which markets on industry experts such as salons and spas.
“It was really interesting to see which experts and direct-to-consumer customers were busy and aesthetically busy.”
The experts reacted to a “very different visual representation and design aesthetics, which was much cleaner and easier” than the D2C customers preferred. The industry professionals wanted something that adapted “consistently, calmly and easily to their salon aesthetics,” says Wells.
On the other hand, customers at Ulta or other distributors reacted to a “creative brand that feels contemporary and dynamic”.
It reminds me a little of getting a house for sale – you should remove personal photos and effects so that potential buyers can imagine their own families in the room.
The same thing: Professional aestheticians who create a spa environment do not want other brands to step on their style.
Wells summarizes it: If you try to make your customers convert something that is finally integrated into his business, you have to be able to imagine your business as part of you. “
Lesson 3: Not half -man.
I ask Wells what is the biggest mistake for which she is aware of and what she learned from it.
She tells me this story:
“I worked with a brand (whose target customer) aged from his target group. The new target customer was younger than (the persona) who had out and expected the data.
Sounds okay so far, isn’t it?
The brand found a younger, cooler approach that hired its new population group … but it hesitated to fully commit herself to the new iteration. This new approach was not translated to the website – which was still created for the previous target group.
“We missed the opportunity to lean into the new direction we have taken and to fully recognize them. Instead, we have created a non -matching experience,” says Wells.
“I think the biggest lesson I have learned from it is that you cannot stay at an intermediate location to avoid the risk. This intermediate place feels safe in the present. But if you actually come to the other side, it is restrictive.”
Questions
The question of this week
“What is a marketing hill on which you die … even if the data or trends say something else?” – Ross Simmonds, founder and CEO from Foundation Marketing
The answer this week
Wells says: It’s not about how big they are, but about how your audience feels.
The purchase of followers is worse for their credibility than a small organic follower. If you avoid events because you cost money, you take the essential customer interaction. Organic content and brand storytelling make conversion content function. I see that so many brands in the persecution of an immediate conversion will be chased out as soon as possible and that a bladder will generate without brand affinity that will occur at some point.
To grow up, you have to connect to an audience that uses growth and needs the soft skills.
The continued question of the next week
What is one thing you learned in your first job, which remains at its core to the managing director you are today?