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Creatively Effective Campaigns Speak To Us

Posted on June 14, 2018 by Lisa Phillips

‘Creativity is intelligence having fun.’  ~ Albert Einstein

All hail to campaigns that are EFFECTIVE!  My personal favorites are those that SPEAK to us.  Either to our shared experience of life (professional or personal),  or to our quest for knowledge. The winning formula is inherently human-centric while weaving CREATIVITY and INTELLIGENCE together and fueling them continuously.

Lucky for me, marketing creatively effective campaigns is one of my pleasures in life. I love them all… not only the ones that I’m fortunate enough to be apart of, but all brands that attempt this make me happy! The images, copy, and ideas dazzle me. I feel they’re sending me a wink and a nod, and/or a valuable piece of knowledge. Heck, I guess that’s why I often refer to this as commercial art!🎨

When I come upon these types of posts, or emailed newsletters, my response is: I get it!  Then, if it actually makes me think (i.e., isn’t completely obvious), I reach out with a t-a-p to open, LIKE, or LOVE. I’ve been inspired to THINK and therefore ACT.  Once this occurs, the brand and I are united. We have engagement. I have become or remain an insider and they have become a ‘friend’. So C O O L! Now, it’s up to the brand to continue our engagement through a RETURN PATH.

The Art of Marketing Creatively Effective Campaigns Includes a Path to REVOLVING Engagement. 

customer return path

I find it amusing to hear social media marketers justify analytics showing anemic ROI.  I hired a top firm in a specific market niche to partner with me to bring a startup to market.  Each month they presented pages and pages of analytics, and pointed to their success at GROWTH in numbers of followers. When I asked about conversion and engagement they explained how the formula is first to address AWARENESS through growth, and then we can look to do something else. 4 MONTHS LATER and several thousands of dollars gone, that growth netted the brand NOTHING. Startups can’t afford this.

NO ONE CAN.

Today’s social media managers aren’t far removed from traditional ad agencies who are pushing one-way messaging. They design posts, then plan and traffic media buys or PPC campaigns based on demographics and broad targets.  Neither media managers nor agencies are focused on return paths because it simply doesn’t boost their bottom lines and it requires attention, focus, and customization.  All too expensive to manage within an agency. This isn’t a strategy that they can scale with.

Knowing which components need to be a part of creatively effective campaigns is what equips brands with the much needed know-how to launch and fuel growth over and over again!

👑THE QUEEN OF CREATIVE EFFECTIVENESS 👑

edgar blog effective campaignLaura Roder founder of MeetEdgar (The Social Media Scheduling Tool That Manages Itself and happens to be an Octopus), never disappoints with her content.  I discovered Laura five years ago on social media. I was impressed by her clear articulation and simplification of what I found to be complex.  I took her Social Brilliance training course. I still hear the sound of her voice as I author my blogs.  Today, MeetEdgar produces an email newsletter that ties to their website, and is jam packed with several individual topics related to marketing and engagement.  She streamlines her effort by brilliantly segmenting each topic within the newsletter.  She then ‘chunks down’, (one of her favorite suggestions), each individual topic into posts onto all of her social feeds; LinkedIn, Facebook and Twitter.  Her newsletters are written in a friendly, oftentimes witty, voice, and she is always topically relevant and generous with her insight! No matter which social channel I’m at when I come across her posts, I find that her content speaks to me. I love that she practices what she preaches! Ya, she is MY queen!

Take a look MeetEdgar’s blog and sign up for her newsletter to see how all of these pieces fit together!

PRE-LAUNCH MARKETING EFFECTIVENESS STRATEGY

Building branding which is worth noticing right into your product or service at the point of conception is optimal.  Avoid just slapping on the marketing function as a last-minute add-on. It’s crucial to your understanding that without doing so, you risk being invisible – no matter how much time and treasure you invest after launching. If you take branding into consideration at this early stage you’ll have an easier time marketing with creatively effective campaigns that really work.

Determine a single traffic channel (LinkedIn, Email, Instagram, etc.) to promote your brand out-the-gate and master it before jumping to another.  Keep in mind that engagement and the success of any campaign is a product of the messaging.  Try A/B testing at this stage.

MARKETING EFFECTIVENESS POST LAUNCH STRATEGY

effective campaign madheartAre your creatively effective campaigns speaking to your intended consumers?

Today we have a plethora of analytics and data to measure this.  Often young brands have little patience for all these numbers, and become intimidated by the mention of analytics.

It’s not enough to just have and know the numbers. You need to know what they mean.

Once patterns emerge, targeted campaigns will turn data into action with meaningful insight!  True analysis is data with a plan.

$ THE COST OF CAMPAIGNS THAT FAIL TO BE EFFECTIVE $

Campaigns that fail at creative effectiveness actually harm brands and their founders.  They have the opposite effect of inspiring engagement.  I find them to be an assault on my senses my while simultaneously insulting my intelligence.  Not only are they draining, I move quickly to repulsion and resentment. Wow… strong stuff.

I refuse to let my brand or any of my clients fall prey to the never-ending push to produce more and more content. Creating content that touches our intellect creatively is a gift!  In this regard, less is MORE when it comes to producing creatively effective campaigns that fuel engagement because they speak to us!

Madheart Marketing



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The Art of Turning Views into Leads With Personal Branding ~ Who Are You?

Posted on April 9, 2018 by Lisa Phillips

Is it fair to say that there are two types of people?  Those who bask in promoting themselves and everyone else?

Who are you? Which group do you see yourself in?  Whichever you relate to, a moment of self-reflection and honesty could be of ‘real’ value personally and professionally. Because whether we intend to shape the perceptions others have of us, or we don’t give it a second thought, we are still projecting who we are.  This IS our personal branding.

It’s easy to craft personal branding that reflects our true selves.  Getting this right can be satisfying and valuable in your personal and professional endeavors. Are you in?  Let’s do it!!

Who are you projecting? Is it your true self?  Can you fine-tune this personification and be intentional about who you’re being perceived as?  Does it even matter?

Let’s tackle the last question first.  YES! Who you are matters!  Being seen for who we are meets a need that leads to opportunities for community, connection, and business. Trying to be someone you’re not is a waste of precious time and cripples self-esteem.  In the long run, people figure out who we are and you owe it to yourself to be honest.

Make it easier for others to get to know you. Fast-track your connections and influence to turn views into leads.  Taking personal branding on is simple. All it takes is clarity, authenticity and articulation. This is the framework that tells people who you are.

Gaining Clarity

‘Clarity’ is one of my favorite words.  Clarity simplifies thoughts and relationships, stops mind loops and keeps us moving forward.  It seems obvious, yet somehow I missed this life lesson until middle age.

How does one gain clarity to better know yourself and answer the question: Who are you?  Don’t fall into the ‘title trap’. Who you are isn’t a degree, marital status, award, or position. AKA: Dr., Mrs., Father, etc. We’re looking for meaning here.

Take a moment to explore who you are in relationship to what you value.  (Not who you value.) What brings you joy and puts a smile on your face?

For me, I value empowering people.  Having clarity about this brings me joy and a sense of peace.  It is literally at my core and has been there my entire life.  Without being conscious of it I believe it has driven many of my life’s choices.  I could have gotten where I intended to go quicker and with less confusion had I sought self clarity long ago. Oh well… it’s all about the journey, right?

Because I came to this realization later in life, I find myself trying to make up for lost time and now I value clarity with a passion! It helps to align me with the right people and affiliations personally and professionally.  It is my trusted internal honing device.  Speaking of alignment, another benefit is that this personal insight has resolved any past inner conflict between my heart and mind in regards to my life choices.

Be’ing Authentic

Shakespeare had it right when he wrote, ‘To thine own self be true, and it must follow, as the night the day, Thou canst not then be false to any man’🤔 I SOOOO get this now…

Be’ing authentic is scary for some who value a false self because they believe they would not be accepted for who they are.  I get it… but, seriously in the modern world is there really a possibility that being authentic will lead to utter rejection? Rejection is always a possibility. It’s better to know where we fit in and seek community there rather than try to fit in by pretending to be someone we aren’t.

Now we’re getting to the next question. Can you be intentional about projecting who you really are?  YES!! Not only CAN you but it’s a missed opportunity if you don’t.

Personal authenticity is critical when it comes to our legacy. Are you creating your legacy by design or default?  Take a few minutes and contemplate these questions:

  1. What is the legacy I have created thus far?
  2. How do I contribute to those around me?
  3. What is the legacy I want to leave?

Being authentic and intentional will manifest a clear and meaningful legacy for your family and friends.

In business authenticity is highly valued and rewarded.  It’s the foundation for building your ‘know, like, and trust’ factors. Founders, owners, and CEOs who act as spokespeople for their own corporations are able to propel their companies in personal ways, uniquely shaping perceptions and increasing massive corporate value through enormous sales.  Think Gwyneth Paltrow, Gary Vaynerchuk, Oprah Winfrey, Steve Jobs, Tony Robbins, and Martha Stewart.

I selected these 6 people not because or their celebrity but because you are probably familiar with some or all of them. Whether you like or dislike them, you most likely have a clear picture of who they are.  Furthermore, IF you do like them, then I would submit that they have succeeded in building their know, like, and trust factors with you. If they create a product that interest to you chances are that you will gladly purchase it.

No matter at what point you are in your professional arc being authentic will serve you well in every possible scenario.  From staying with your current job, to leaving your position/company, changing careers, or seeking new opportunities the potential for connection through authenticity is a unique personal asset you can leverage.

Building an authentic, recognizable personal brand opens professional opportunities.  It is never too late to begin cultivating and projecting it and benefiting from doing so.

Articulation

Taking personal branding into your professional world is an art achieved through articulation. There is simply no way to do it unless you use the right words.  Finding and using just the right phrases when telling people who you are can be the single most valuable marketing skill you have.

Have you spent hours trying to figure someone out?  Wouldn’t you like to have every one of those minutes back? I sure would! To that point, let’s add brevity to articulation.

You’ll know when you’ve come up with just the right combination of words that answers, who are you?  It will but a smile on your face and you can wrap yourself up in it just like your favorite pair of jeans.

When people are looking to get to know me professionally on LinkedIn my profile greets them with this:

‘Empowering CEOs, brands, and thought leaders with the knowledge, support, and expertise needed to replace the pain and mystery of marketing with fun and growth.’

https://www.linkedin.com/in/lisaphillipsmadheart/

I would love to know who you are!  Message me!!

 

Madheart Marketing



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Marketing in the Age of Participation

Posted on June 17, 2017 by Lisa Phillips

There is no question that the key to a brand’s success is the experience it provides to customers. Marketing in the Age of Participation extends this experience far beyond conventional advertising.

Gone are the days when a brand can motivate consumers to take action to purchase through conventional advertising. Commercials, print and radio advertising are more often than not being ignored in favor of media that embraces participation.

Now that the consumer is in the driver’s seat of the experience they are having with all forms of media, if they are not entertained, learning something, or have an avenue for two-way communication, they are moving on, rapidly. Consumers are actively seeking engagement. What an incredible opportunity to PARTICIPATE with your customers!

What is a brand to do?

Shift the focus of your marketing away from advertising and churning out tons of meaningless repetitive content that is static and attempts to sell. Instead, create content that is authentic and relevant. Consider capturing the EXPERIENCE your products provide consumers, express the value of ENGAGING with your brand, share your knowledge, history, passion about your industry. Consider sharing why you even created it, the problem it solves, the trials and tribulations of coming to market. How using your product will benefit people, community and families.

Tying the experience back to your brand is the game consumers may embrace participating in! It also has a far greater chance of being memorable.

Leverage every idea across multiple forms of content. Do this by creating content visually, audibly and literally.

Above all else create content that is REAL in that there is a slice of relatable humanity. People actually seeing themselves reflected in your content would be ideal. This can create an emotional connection that has the potential to gain an AUDIENCE. Think about that!!! What better way to continue engaging with potential customers once they become audience members. Now you’ve unlocked the potential of having conversations that become two way exchanges as opposed to creating an ad that is static without any opportunity for engagement.

Drawing people to you because you are speaking their language will yield engagement! Without this, your marketing efforts could fly by unnoticed. Even if you are participating in tons of social media…

Converting an engaged audience, creating fans from an engaged audience and having repeat business from an engaged audience is marketing in the age of participation!

We get it!
Our clients get the benefits!
Madheart Marketing



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Is It Possible to Create a Valuable & Unique Mobile App?

Posted on April 7, 2017 by Lisa Phillips

Creating a valuable and unique mobile app comes down to clarifying consumer’s pain points and then meeting those with a tangible solution.

Meet PeakaVue.  The concierge city guide assisting residents and visitors find the best-in-class businesses within a geo community.

It is unique because it is curated.  There isn’t anything else that exists currently where there is a subset of the best-in-class of all brands within a particular community.

It’s also not populated with any reviews, ratings or content generated by pedestrians. It is a space that affords a brand their opportunity to express their branding and tell their story.

 

Check out some of the work we have produced for our client PeakaVue HERE

Madheart Marketing



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Leveraging marketing synergy for business results in the Conejo Valley

Posted on March 16, 2017 by Lisa Phillips

PeakaVue leverages marketing synergy by capturing the best-in-class businesses as a group within the Conejo Valley.

These businesses are given a clean, non-manipulated modern marketing space for their branding stories.

Whether you’re a small business or a global brand doesn’t really matter to the residents, visitors or other businesses in the community. What does matter is that they can find and engage with you as effortlessly as possible!

Where else can you go to find that?

Check out some of the work we have produced for our client PeakaVue HERE

Madheart Marketing



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Is Branding In Your Business’ Name?

Posted on March 9, 2017 by Lisa Phillips

If there is a way to tell your brand’s story with a Call to Action implied; well, heck that is like a hole in one!!!

When naming PeakaVue, our client had those two ideas in mind while also wanting to express a playful personality. The winking eye icon put the icing on their branding name!

There are a few twists to this brand’s naming story in that they spelled it P E A K and V U E.
P E A K meaning, “Hey brand, what is the best you’ve got to show us?”
V U E because, it’s the French word for view and we equate that with being a bit discerning.
Put it together and you have their call to action, Peak – a – Vue!

What’s the story behind your business’ name? We would love to hear it!

Madheart Marketing



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Amplifying Your Distinction To Be Seen!

Posted on February 23, 2017 by Lisa Phillips

I believe in amplifying differences. It hasn’t ever appealed to me to fit in by being similar. Today, that couldn’t be more important when marketing and branding Best-In-Class brands.

When developing Madheart Marketing  –  I committed to going 100% rogue and decided to look away from what has become common practice in tech and marketing (test and repeat… yawn).  Instead, we focus on bringing value, authenticity and relevance to our select clients.  The ones who simply stand out because they are unique trail blazers with rich stories to tell. It is for them that we are committed to serve creatively effective campaigns.

Working with Best-In-Class brands and Thought Leaders who have founded them is an incredible honor!!

Would you qualify? I would welcome an opportunity to chat!

 

Madheart Marketing



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To Learn More, Visit Us at MadheartMarketing.com