When it comes to marketing, there are a number of factors that come into play when trying to get your business out there and make it a successful competitor in the world of commerce. Many of us have a strong association with marketing and advertising to the point of conflating the two. However, marketing is broad term under which the more specific advertising lies. Advertising is just a small piece of the marketing pie, so to speak. Marketing is a crucial element of any business and, as such, contributes heavily to the success, or failure, thereof, so it’s best to acquaint yourself with the “rules of the road,” so to speak, of marketing. Here’s what you need to know to make the most of your business venture.
First and foremost, let’s get advertising out of the way up front. Advertising is perhaps the most overt form of marketing, and it’s a direct call to action to potential clients and customers. As such, you’ll want to frame your ads as an attempt to directly compel your audience, your target demo, to seek your products and/or services above all others in your industry. There are a variety of ways to do this, and some are better tailored for your needs than others, and it’s all subjective which is which. It varies on a case by case basis. For a good example of the do’s and don’ts, check out this snowmobile video. The point of this ad is to compel the viewer to invest in a snowmobile and, as a piece of sporting equipment, that means showing off the physicality of it. Therefore, the video is heavily comprised of impressive feats. However, on top of that, there is footage and voice over of a famous professional describing the sport and what draws her to it, further compelling the audience, as well as inspiring them.
In addition to, and perhaps more important than, advertising is branding. Branding is kind of like advertising, but it’s the foundation on which your marketing is built, advertising included. Branding is sort of like the image of your company. Things like your logo, your name, and things like slogans and color schemes. The goal of branding is, in essence, to implicitly invite potential customers and clients to your place of business, be it a physical location or a website. So, you’ll want the right combination of elements to make this a reality. For instance, many companies use blue as the basis of their branding, because blue has a calming effect on potential customers and clients, and that positive association with color transfers to the product or service. Likewise, one’s logo should be a pleasant one to match the color scheme. However, depending on the business, contradicting these points could be preferred. For example, playing up the extreme nature of some sports, you could use a red color scheme, to evoke passion in the target demo, instead of calm. Furthermore, this informs your logo, as well. Something extreme that incorporates typical unpleasant things, such as fire, does well to appeal to our desire for the extreme.
