Moving Beyond Hard Sell: Paradigm Shift in Marketing
In the ever-evolving digital marketing landscape, you need to pay attention to the smallest details or the day won’t be far when your pages are dead and your best audience has deserted you. This year, focus on soft sell and brand activism and see your brand grow.
Why hard sell needs to be left behind?
In this day and age nobody wants to be sold to; they want to be educated to make informed decisions. So, if you are still asking your audience to buy your product because it is awesome, trust us when we say, you are talking to yourself. You audience stopped listening long time back.
Why soft sell?
Soft sell is all about smart marketing. You dig deep into consumer psyche, see what ticks them right and go for the kill. For reference we’d like to bring your attention to the mother of good advertising brand, Nike. Just never asks you to buy. Asks you to do it! Whatever you want, whatever you dream, go get it. That’s the mantra. And, people buy!
Why brand activism?
Before delving into why brand activism, let’s think of what it really is. Prima facie, it is a social action the brand’s passionate for – a bigger idea, an opinion on what’s raging in relevant circles. Oh wait, this you need because? Well, as a closer look at people’s behaviour on digital media would tell you, people need to know what the brand stands for, what are its values? Remember when Apple CEO, Tim Cook said he is proud to be gay? We do too. That’s the point! Be rememberable, stand for a cause.
How do you use soft sell?
Here is us delineating it for you using an example. It is self-explanatory:
As you see, the product placement is subtle. The tagline is where the crux lays. Objective achieved? Totally!
What good comes out of showcasing social work?
For one, consumers are ready to pay extra. We are a generation that cares if the milk company is feeding the calf fully or if our money is going for education of girl child or if whales are being saved in the ocean. You would be surprised to know that as per a recent study by Forbes, 75 percent of millennials said it’s important that the brands they buy from give back to society.
Wonder what a good Brand Activism campaign looks like? Check the “The Truth is Hard to Find” by New York Times:
Created in response to fake news and the havoc they create, it is simple but one that touched a vast audience. Result? Not just it went viral but also got NYT a multitude of subscriptions.
As a performance-based digital marketing agency, we not only have our fingertips at the pulse of what sells for our clients but also how to amplify those efforts to give. Know what our marketing golden rule is? Have a purpose, be authentic, let your rooters know!