From Silly to Sincere to Silly Again: How to Shift into a New Marketing Theme

Your overall marketing theme brands your business tremendously.  A somber and sincere marketing theme can convey professionalism and rationalism. A silly and lighthearted marketing theme can convey warmth and humor.

Occasionally, you may feel the need to switch to a new marketing theme. Perhaps your business’ overall tone has shifted, or maybe you just don’t feel that your advertising angle is working anymore. Either way, switching to a new marketing theme can be a challenge. Here are some tips and techniques on how to make the transition a little bit simpler:

• Review and Plan – A solid strategy meeting or session is the first step to successfully transitioning to a new marketing theme. First, you must review what elements of your old strategy were not working. Then, you must have a clear and focused outline of what your new strategy will be. It is crucial that you have clearly identified your rationale for changing marketing themes. Otherwise, it is the equivalent of throwing darts blindfolded.
• Look at Other Businesses – We are not saying that you should steal another business’ successful marketing theme. However, imitation is the sincerest form of flattery. It is important that you can look at other successful marketing themes and then devise a way to customize them and make them your own. Always be original and never steal ideas, but don’t shy away from modeling your themes and strategies after those of successful companies that you admire.
• Ease Into the Transition – Gradually shift into your marketing theme; don’t do it instantaneously. If consumers have grown accustomed to looking at your company in a certain light, then it will be too sudden for them to suddenly see a completely different marketing scheme. Create transition ads that could fit into a serious or silly scheme, and then slowly shift into your new theme.

No matter what you do, just be sure to create a theme that you truly feel fits your company. And remember: It is never to late to makeover your company’s image.

3 Big Ideas for Marketing Materials in 2009

While New Year’s resolutions may seem like history, don’t fall behind in 2009. Here are the three bright ideas for marketing materials in the New Year.

• Deals and Steals – The economy is not likely to instantly improve just because the number on the calendar has changed. Deals and steals will be a huge concept for marketing in the first quarter of 2009. However, it is important to remember some key concepts when promoting your special deals and savings. Keep the language positive at all times. Avoid mentioning the sour economic climate because all it does is cause the customer to associate your product with something negative. Rather, promote your deals the same way you would have five years ago – simply because it is truly great to save money on a splendid product. This is the approach you should take, saying nothing more, nothing less.

• Go Digital – Technology booms louder and louder every day. Don’t fall behind in the digital era. Make sure that your business or brand has a memorable website, and be sure to include your URL in all marketing materials. But don’t just stop with links to a website. Try sending DVDs rather than flyers to promote your products in 2009. A well made short commercial or demonstrative video is a great advertising tool. This method can be more expensive, but the results will pay for themselves. Think about it: the customer will put the DVD into their player or computer, if for no other reason than for curiosity. Even if they don’t watch it start to finish, they still took the time to take it out of the sleeve and pop it into the player. That is three minutes of them focusing on your brand, versus twenty seconds skimming a flyer.

• Happiness – No matter how you spin it, regardless how depressing the recession is, the world is gradually changing. Our political and economic climate is slowly improving, and people long to be cheerful again. In mid 2009, the trends in marketing will be cheerful, happy, and upbeat. We have been dwelling in doom and gloom for far too long now. It is time to be content again, and your marketing materials should reflect this. Go for bright colors and positive messages, and remind your customers of how just plain fun your product is.

While the economy may not be growing by leaps and bounds, with the right marketing strategies, you can still maintain a healthy and growing bottom line.