In a business world full of noise and every business owner yearning to cut through the noise and be heard, how do you plan to make your marketing stand out in 2018?
It’s a question you need to ask yourself says Danae Jones, Principal of Danae Jones Consulting and one of the country’s sought after Marketing and Public Relations specialists.
“It’s a matter of engaging with people’s emotions to captivate people’s attention in this fast paced, 24/7 media environment. People no longer want to be sold to, they want to be inspired, motivated and moved into a place of understanding and appreciation of your brand. To build true brand loyalty, or obtain the ever elusive ‘lovemark brand status’, your audience needs to deeply connect with your brand and your story,” she says.
Having been at the forefront of creating multi-award winning marketing and public relations campaigns for most of her career, Danae Jones admits that “there are very few adverts that I stop and pay attention to, but when I do, I know there is a great mind behind it. Usually it’s because they have managed to grab my attention for a brief moment and shift my mindset. Advertising and marketing that can achieve this is what it’s all about.”
“Recently I was sitting down in the lounge room watching TV, when a TV ad caught my attention. Normally I’d flick through channels to skip the ads, but this time I waited and watched. The ad didn’t appear like any ordinary ad, it had nothing to do with selling me a product, it had to do with selling me a story, an idea. It took me on a journey and I had no idea where I was going until I arrived there and I was pleasantly satisfied as it enriched my life for that brief moment. It was an ad about plain old running shoes, but it was impressively emotive. In my fast paced day where I rarely get a chance to sit down and watch TV, it managed to grab my attention through all the noise.”
“I don’t think people stop and think about enriching people’s lives or thought processes much when they are creating marketing campaigns, when in reality, this is exactly where the process needs to start.”
Danae Jones says many businesses believe that this kind of advertising is beyond their reach or their budget, but she disagrees.
She says it all starts with a story … YOUR story. And yes, believe it or not, people want to hear your story.
“How did you get to where you are today? Not how much money you now make, or the materialism of what you have achieved – but more the story about the journey that took you on the road that led you to where you are today. Every business story is inspiring, captivating, motivating or thought provoking in some way and that’s the beauty of it, EVERY business story or brand is DIFFERENT. It’s just how it is written, presented and delivered to the audience. A well told story can be the cornerstone of any great marketing campaign. And no, you don’t need a multi-million dollar budget to do it.”
Mrs Jones says if she had a pearl of wisdom for people in business in 2018 when it comes to their marketing and PR it would be – “Be bold, be different, be authentic and don’t be afraid to share your story – the good, the bad and the ugly. People appreciate authenticity and you’ll build your brand loyalty in the process.”