Smaller brands are insisting, no demanding, better creative work and media insight to ensure they reach their target markets effectively and efficiently. We have to ask ourselves, how receptive are our consumers really to our communication and the environments within which we trade? Use this as a starting point we need to question everything. This way we become more relevant in our thinking and more impactful with whatever we take to market. Through similar interrogation smaller brands are making more of an impact in the market than the bigger brands, much like the minnow teams at the 2015 RWC.
Often we take certain principles for granted and tend to not give them the due diligence they deserve when developing our marketing plans. I always say stick to the basics, get that right and the rest will follow. These include:
- Audience understanding - know your market by more than just pure demographics
- Optimise messaging through great creative and media placement
- Invest into the next and now
- The consumer journey still plays a big role in branding effectiveness.
In closing, whenever a new rugby coach takes over they always speak about a four year plan. What they need to do over those four years is either win or be extremely competitive in the next RWC. Marketing is no different. Short term gains might solve a problem now but long term vision steers the brand consistently and ensures brands stay relevant and on top.