Fame-driving campaigns outperform others on all business metrics
Posted: Wed Jan 22, 2025 4:36 am
According to Binet and Field, if you’re the brand that everyone talks about and that springs most readily to mind, you have a serious advantage over any less familiar competitors. You are always an obvious answer to the question of what to buy.
How to profit from this tenet in your career.
Create your own content.
Use LinkedIn for blogs and/or write technical papers for your industry journals. Make sure that you vary the tone and style depending on which media you use.
Pipe up in professional development activities.
Offer sensible and strategic comments at appropriate times in your network.
Speak at conferences.
These opportunities are rare. Form relationships with the gate-keepers in your target estonia phone number resource market. Offer an angle on issues that are troubling your industry.
Emotional campaigns are more effective in almost all business metrics especially long-term
Binet and Field argue that we place too much emphasis on rational messaging and not enough on emotion. Instead of emotionally engaging human stories, too many marketers rely on didactic, literal presentations that seek to prompt us into action.
Binet and Field posit that it’s hard to build a brand that will give you a long-term competitive advantage if you can’t generate creative ideas that resonate with audiences on an emotional level.
How to profit from this tenet in your career.
Use subtle and understated emotion.
Hope, aspiration, confidence and fear of failure are all in play in the B2B buying mindset.
Understand which emotions are relevant to your buyer.
Peace of mind is a useful catch-all approach to use. Convey the message that you are a safe pair of hands who will steer their organisation through any troubled waters they may face.
Connect with your buyer during Sales Activation.
Don’t forget the ‘like’ in that old saying…’ People will buy from people they know, like and trust’. It’s important to appear likeable in Cover Letters, Job Search Networking and
Creatively awarded campaigns are 11 times as efficient at driving Share of Market growth
Binet and Field believe that marketers overestimate the importance of their brands in their audiences’ lives. They argue that taking risks and being bold in pursuit of fame is worth it.
How to profit from this tenet in your career.
Create your own content.
Use LinkedIn for blogs and/or write technical papers for your industry journals. Make sure that you vary the tone and style depending on which media you use.
Pipe up in professional development activities.
Offer sensible and strategic comments at appropriate times in your network.
Speak at conferences.
These opportunities are rare. Form relationships with the gate-keepers in your target estonia phone number resource market. Offer an angle on issues that are troubling your industry.
Emotional campaigns are more effective in almost all business metrics especially long-term
Binet and Field argue that we place too much emphasis on rational messaging and not enough on emotion. Instead of emotionally engaging human stories, too many marketers rely on didactic, literal presentations that seek to prompt us into action.
Binet and Field posit that it’s hard to build a brand that will give you a long-term competitive advantage if you can’t generate creative ideas that resonate with audiences on an emotional level.
How to profit from this tenet in your career.
Use subtle and understated emotion.
Hope, aspiration, confidence and fear of failure are all in play in the B2B buying mindset.
Understand which emotions are relevant to your buyer.
Peace of mind is a useful catch-all approach to use. Convey the message that you are a safe pair of hands who will steer their organisation through any troubled waters they may face.
Connect with your buyer during Sales Activation.
Don’t forget the ‘like’ in that old saying…’ People will buy from people they know, like and trust’. It’s important to appear likeable in Cover Letters, Job Search Networking and
Creatively awarded campaigns are 11 times as efficient at driving Share of Market growth
Binet and Field believe that marketers overestimate the importance of their brands in their audiences’ lives. They argue that taking risks and being bold in pursuit of fame is worth it.