In January, KCDMA held their annual symposium. It was was a day packed with presenters from disparate industries, but with similar messages. Connecting with your audience through storytelling was a common thread through all the presentations.
“People are too smart for ads,” Dennis Yu, from Blitz Metrics, said, “so it is time for marketers to try something else.”
Yu also showed examples how things that stand out have a higher authority. AWG members should think about topics which they have authority. Is there an in-house butcher? Some stores specialize in flowers or catering. Focus marketing on the things that sets a store apart from competitors. Maybe a store is involved in the community –- highlight that. Building on this idea, Yu suggests targeting other authorities instead of fans. Yu described a tech client who targeted Facebook ads to employees of tech publications instead of their customers. Doing so caused the ad to be shared much more widely. This means if the floral department is the main attraction, try and interact with big name florists. Customers will take seriously recommendations of an expert.
April Mullen says to find the right content for each customer. It’s best to segment audiences as much as possible. There is no reason to bombard vegetarians with meat specials. People are overwhelmed with content as it is. That is why it is so important to only send them messages that they will care about.
People care about people not brands or companies. AWG members should put a human face on their store. Tell the stories of their employees. Who is graduating? Who has worked in the store for a decade? Not only will these stories break up the sales specials, but they will help customers build a connection to the store.
As we continue in 2019, it is important to remember that we should do more campaigns to smaller audiences in order to maximize impact.