“Great advertising… is rarely comfortable… it’s probably risky.” –Mary Moore.
A few months ago, Andrea wrote a blog post about risk. This summer, I have been taking a grad class on the principles and tools of advertising and marketing communications. A reoccurring theme that I keep seeing throughout this class is the presence of risk in our business.
Working on the digital side of marketing and advertising, we’re constantly introduced to new trends and tools to try. Some will stick and become major components of marketing plans (ie: Facebook) and others will eventually fade after early adopters give up on it. How do you know which ones to try? How do you know how much to invest in each? What if the ones you choose end up failing? There’s risk in making each of these decisions.
One way to help with the risk of evolving your marketing plan is to establish a strategy that is centered on your customers. Customer centricity is a trend that hasn’t faded. At AWG, we’re celebrating our 90th anniversary this year. During this entire time, successful retailers have focused on answering the needs of their customers. This quality characteristic is something independent retailers are known for and can set them apart from larger competition. When trying to decide on the next tool to use, be sure to think about how it will help your customers and then fully embrace the risk. Not only can the payoff be monumental for your business, but your customers will notice your motives and care for them.
“Great advertising is built on deep understanding of people’s needs and motivations.”
–Esther Thorson & Margaret Duffy, Advertising Age: The Principles of Advertising and Marketing Communication at Work