Jan 2 Posted 3 years ago
Hi Hailley - thank you for the compliment and sorry for the delayed response - I was away for vacation.Regarding your question about how to become part of your customer's identity, in essence it boils down to social proof. You want your customers to notice that people they admire and look up to, or people they think of as their peers, are using the product or service your are promoting. There are a lot of different ways to accomplish this, so you have to pick the best one for the brand that's being marketed.
One possibility is to pay for a "celebrity" endorsement. I put celebrity in quotes because the person only needs to be famous to the target audience, which varies depending on the product. If you're trying to sell Budweiser, you need someone A-list that will appeal to the large target audience for the product. If you're trying to sell a new kind of high-end home stereo system, you just need someone who is noteworthy within the audiophile community. The objective is to get people who aspire to be like the spokesperson to see them using the product and think "All I have to do to be like [celebrity] is use this product, so I'm going to buy it."
Another way this happens is when you get covered in a variety of publications that the target audience follows in a short timeframe. So if you were going to launch a new social media monitoring platform, if you could get profiled in places like Social Media Today, Social Media Examiner, TechCrunch, Mashable, and Lifehacker all within the same week or several days, and get at least one of those stories to the front page of Reddit, it would make young, tech-saavy professionals who mostly work in online-based fields believe that your company has the backing and endorsement of outlets they trust, and therefore they will give you their trust as well.
Yet another way is to build referrals and testimonials into your product strategy and sales materials. Companies like DropBox are built pretty much entirely on referrals. You and your friend both get free storage if you can refer them to sign up, and since the original customer is already paying for the service themselves and knows the referred customer personally, there is a high level of trust there. You can also make sure to use a lot of testimonials from people who match the demographic of the target audience in the sales materials, so that when new prospects come on the site they see numerous examples of people they see as peers or role models they aspire to be like giving positive feedback about your company, which makes them feel compelled to purchase as an expression of their identity and membership of that social group.
Dec 26 Posted 3 years ago
Very well written article, Alon! It's definitely important for people to realize that the best branding and marketing is storytelling. This article did a great jo of explaning that! A quick question, what are some best practices for a brand that is just getting started to associate their product with the lifestyle of their target audience?
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