The car you’ve always wanted.
The home of your dreams.
The (insert product or service) that will meet all of your needs.
I don’t mean to knock that kind of marketing. That’s important. It gets to the point. It lets people know exactly what your product or service can do for them.
But, it doesn’t always speak to the way that people are living right now.
One thing we’ve noticed more and more is that some of the most effective forms of marketing are those that say they can “make your dreams come true.” But, (and this is crucial) they’re dreams that you’re having in the here and now.
No “Small” Dreams
The original title of this blogpost was “A Big Deal About Small Dreams” but then I realized no one has “small” dreams. They have dreams that might seem more modest and less grandiose than someone else’s, but no one’s dreams are ever small.
That’s especially true now, during the pandemic.
The most effective kinds of marketing right now are those that speak to the dreams that can come true, that are achievable.
A great example of this has been, perhaps surprising to some, Oscar Mayer. Recently, they had the idea of a “Front Yard Cookout.” The concept was that people would still grill and eat their products, but they’d do them in a safe, socially distanced way.
Furthermore, if you shared a tweet with that hashtag, they would donate a meal to Feeding America.
If you think about it, this is one of those marketing campaigns that is just perfect. Gets customers involved, is fun, has them using the products in a unique way, promotes safety, all while giving to charity – this checks all of the boxes.
What’s most important about this campaign, however, was that it gave people some of what they were missing. During April and May (when this campaign was in full swing) people were missing going out to watch ball games and grill, sitting out on the back deck with friends and family, etc.
This campaign allowed them to recapture just a bit of that.
There’s something like this possible for your company, too.
Bringing the Dream to Life for Your Customers
Maybe your company isn’t an enormous corporation whose name is literally synonymous with their product (like Oscar Mayer). But, that doesn’t mean it’s impossible to put together marketing that speaks to your customers’ dreams, too.
Since the pandemic began (and even before that) we’ve been helping our clients to put together similar campaigns to this. Perhaps it’s not perfectly analogous to your business, but, as ever, there’s something you can do.
To see how we can help, don’t hesitate to give us a call at (888) 477-9540.