Long before people turned to dating apps like Bumble, eHarmony, and Tinder, to expedite the process of meeting new people they may be interested in—a wildly popular way people went about accomplishing that same objective was by way of speed dating.
Invented in the late 1990s, speed dating were events that became an instant hit in the U.S. amongst eligible adults hoping to expedite the matchmaking process.
The thing that made speed dating so enticing to those who participated was that it conveniently allowed people to instantly meet multiple potential partners in person without having to waste much time.
In mere seconds, daters had to mutually grab one another’s interest and if not—they had the opportunity to instantly meet other potential partners who could—without even having to move five feet.
Similar to those who participated in speed dating, thanks to the abundance of options provided by the internet, today’s brands must also instantly grab and hold consumers’ attention. And if not, they’ll quickly find a brand that will.
Define your campaign’s target
No matter how big or small your marketing campaign may be, successfully launching and executing a marketing campaign is sort of like a boxer landing a knockout blow on their opponent in the ring. First, you must put yourself in position to do so. Then, you must focus on applying force to the target.
When launching your startup’s very first marketing campaign, first focus on where you’d like to be positioned in the market. And in this case, your target consists of defining the campaign’s target customer.
In other words, which type of customer your campaign would ideally be directed towards. However, unlike boxing, the only blow here you’d want to land on your target customers is by wowing them with your startup’s enticing offers.
For example, let’s say your startup was an AI-powered service-based startup whose app provided forensic accounting for small business owners and those self-employed.
Here, your campaign’s target would simply be defined as entrepreneurs looking to conveniently analyze any and all financial actions taken by their businesses.
Once you understand who your campaign’s target customers are, direct all marketing copy and imagery towards alluring this audience.
Convey your category
An interesting thing about the human mind is that when introduced to new things, the mind automatically searches for shortcuts to understand them. These shortcuts are also known as heuristics.
Categories are shortcuts that help consumers, as well as other businesses, immediately identify where a product or service fits in the market and just how it could potentially help people solve their problems. Categories play a pivotal role towards helping position your products or services in the market.
Which is why it is of the utmost importance that your campaign emphasizes to consumers which particular category it is that your products or services belong to.
Explain the benefits of your offer
For most marketing professionals, this is the most fun part of the creation process in regards to devising a marketing campaign. Here’s where you get to define in no uncertain terms—just how your brand’s offerings will benefit the target customer.
Will it help customers live healthier lives?
Would it help them save more time?
Could it help them make or save money?
Would it help them become more attractive?
Will it help make them feel safer?
Whatever particular thing it is that your brand’s products or services offer to consumers to help improve their lives, be sure to emphasize how they stand to benefit by purchasing it and just what separates what you offer—from any other alternative.
Need further help creating your campaign?
Our mission at Decryption is to help startup’s like yours connect with consumers via contemporary culture-focused brand strategies and content marketing services.
Book a complimentary call with us today and let’s discuss how your startup could become the next Decryption client that receives an increase in brand awareness, revenue, and market share.
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