Does your marketing lack power? Would a Hulk or God of Thunder bring your program back to life? Pay attention as we discuss taking your marketing from just heroic to superheroic.
Marvel's The Avengers represents an assembly of talented, but flawed superheroes coming together to save the world. Unfortunately, the coming together came as a result of the (supposed) death of a fan favorite (I say "supposed" because in comics, death is not the end). Now, nobody need die in your marketing department, but villains may arise and need an immediate and sound thrashing. Thus, the following members bring certain traits crucial to your marketing team's success:
Iron Man (aka. Tony Stark)
A gifted engineer since his teens, technology is child's play in the hands of Tony Stark. When a life threatening incident tested his mettle, it led to the development of the Iron Man armor and supporting defense program at Stark Industries.
• Tech-savvy genius
In taking an "Iron Man" approach to marketing, you'll find your campaigns to be fully immersed in our digital world. Success in our economy requires knowledge of and skill with technology and computers. "I'm not good with computers" no longer qualifies as an excuse and will quickly lose you customers. Yes, traditional media still exists, but continues to die a slow and agonizing death. With digital media, not only is a wider audience reach is possible, but as you'll see with our next member, precise audience targeting represents the utmost marketing goal.
Hawkeye (aka. Clint Barton)
Orphaned at a young age, a young Clint ran away to join the circus, where he learned and adapted his archery skills to become a star carnival attraction, a master archer called Hawkeye. His targeting abilities eventually caught the eye of some notable clandestine organizations that led to his inclusion with The Avengers.
• Precision targeting
Hitting your target takes a skilled hand with precise eye coordination. Though the bow and arrow are not found in most marketer's tool box, becoming a "Hawkeye" in marketing does require the touch of marksman. Digital media provides today's marketer with data and the tools to analyze that data. Success with your campaign's performance requires a daily and/or weekly monitoring of key performance indicators. Based on analysis, a marketer can receive customer feedback, adjust product and service offerings and avoid wasting the marketing budget on uninterested parties. In addition, campaigns can be produced that do entice interested customers in further checking out your company's offerings.
Black Widow (aka. Natalia Romanova)
Raised from very early childhood by the U.S.S.R.'s "Black Widow Ops" program, where she was bio-technologically and psycho-technologically enhanced, Black Widow uses her bewitching persona to mesmerize her opponents.
• Commanding presence
Whether you brand leaves a lasting impression or not hinges on how strong and commanding a presence you have with your targeted audience. A weak brand will wither among the competition. With key data analyzed, a brand can transform and develop a stronger command upon the marketplace. Acting upon this data, a brand's collective collateral (websites, blogging, social media, mobile apps, etc.) can work towards increasing an emotional connection. As you'll see, emotions play a huge part in strengthening a connection to your audience.
The Hulk (aka. Dr. Bruce Banner)
Transformed into the Hulk after accidentally exposed to the blast of a test detonation of the gamma bomb he invented, Dr. Banner experiences emotional outbursts of rage at his opponents, usually leading to confrontations on an earth-shattering level.
• Emotional engagement
Rage is a powerful emotion. When engaged, it almost always generates an outpouring of public opinion. We saw it most recently in the 2012 election as both sides worked feverishly to sway the vote. Even if you managed to avoid the televised attack ads, social media bristled with opinion both insightful and idiotic. Now, don't go online and start attacking your competitors. Success depends on harnessing and speaking to that underlying rage. Deploy a marketing message wisely and you'll sway the masses to make their purchases with you.
Thor (God of Thunder)
Thor is an Asgardian, god to the Germans, Vikings and Scandinavians, forced to learn a lesson in humility by living life as a human. Lesson learned, it is only he that is deemed worthy with the strength to wield Mjolnir, his mighty hammer.
• Unlimited strength
Strength requires constant conditioning to eliminate any weaknesses that would disrupt your business. That's why you see a lot of self and business improvement books on the New York Times Best Seller List. A marketing program interweaves many elements to support a single brand. Any weak links can bring down a business quicker than an invading alien army. Success depends on smartly connecting all your program elements together, building a unified marketing approach. Your weaknesses can be overcome, but you'll need to lean on the last member of your superheroic marketing team.
Captain America (aka. Steve Rogers)
Offered the opportunity to take part in a top-secret performance-enhancing experiment called Operation Rebirth, Steve Rogers became the first and only Super-Soldier. Wielding an unyielding shield of otherworldly metal alloy, his uncompromising courage is only matched by his undying loyalty.
Marketing is not for the timid. The successful pursuit of your marketing goals requires an almost superheroic effort, given the competition that most businesses face. Struggling through the tough times requires fortitude. That perseverance will help build a trustworthy and authoritative persona among the business community. Truth in advertising is not just a slogan. Being true to your customers better be reflected in everything associated with your company, from your products and services to your company culture and employees.
So that's your superheroic marketing team. Whether you assemble them in a fortress of solitude, or a cave full of bats, use your powers wisely. That way, you'll acquire more customers, instead of having to take on an onslaught of villains.
About the author Brian Mell is the award winning Assistant Marketing Manager at BannerView.com. You can find him on Google+, managing BannerView's Twitter profile, and producing videos for the company's YouTube channel.