12/05/2020
Remarkable in Advertising & Messaging
Honestly, remarkable things are not popular until they get noticed. Remarkable does not come from templates or best practices. Remarkable may be awkward or rude; however, it does pay attention to what is happening in the general public within any given industry.
Right now, there are thousands of car companies, breweries, retailers, service and online entities following the same dated standard template that was presented to them from previous generations. For instance, name one car dealership that is not touting that it is number one, highest rated or best priced. All of them are sending the same message at the same time.
When Ted Wrench’s Acura dealership GM tells his marketing department to begin the ‘annual’ year end blowout advertising, he is doing exactly what every dealership is doing. This similarity in messaging may get more people to come to his dealership but it also helps competitors as they could get the same offer from Sarah Ingle’s Chevrolet dealership down the street. Often people go to one dealership thinking they are running a deal that a different dealership is running. This mundane, expected advertising looks the same and the audience is not impressed or swayed by it.
So how do you become remarkable when drawing people to your business?
1. What is your business really like?
Clear your mind of what you think it is or what you want to be. Find out what your business really is at this moment. Accept both the good points and the ones that are not so wonderful. Ask people for their honest opinion and read your negative reviews. This is the most important piece of remarkable advertising & messaging.
2. What is it that you do better than anyone else?
This is subjective with restaurants and bars because all restaurants really want to say that “everything is delicious” even though that is never true. Your best thing or two is how you become remarkable along with a touch of challenges to the public and competitors. Your thing or two might not even be a product; it might just be the happiest customer service rep, your bags or the style of your displays.
3. Can you do something differently or all together new?
There has to be something unique your business or service can implement in conjunction with the advertising or marketing you publish. And Yes, all businesses have something to shine on. You might start a special internal emphasis on the way your staff greet your clients or something that is included with your ad campaign’s targeted item or service. Keep in mind that these things do not always have a cost.
4. Are you willing to allow advertising that might be a bit edgy?
If you are 100% comfortable with your ad because it is sooooo standardly correct that it can not possibly upset any one, then you can not be remarkable. Enable an ongoing visual marketing campaign. Comments that are critical of your advertising or small disagreements in how something was represented gets more comments. If you say something about yourself that is not the most flattering thing, then you are the one uncomfortable, and that is enough to create remarkable. The public loves honesty from businesses and leaders so it is hard to go wrong with truth as a part of your image.
Be Remarkable, so you can stimulate interests, grow your audience and get more customers. Customers that associate your messages specifically to you.
