Know Your Brands Unique Marketing Message
Last weekend, my friends and I went on a long weekend trip to Las Vegas. It was a great trip full of awesome food and perfect 80+ degree weather (And to all of the tri-state area who got to enjoy 80 degree weather this past Tuesday, YOU’RE WELCOME for bringing that weather back with me). There are so many quintessential pictures in my mind of “Vegas” things – Elvis, showgirls and gambling are just a few. There’s also the one we all know and have probably said before – “What Happens in Vegas, Stays in Vegas.” Prince Harry of course, learned the hard way that this doesn’t always happen.
On the way home from Vegas, I realized that the marketing message that the city of Las Vegas broadcasts to the world is much different than most brands. Instead of wanting the goings-on of Vegas splattered across the world, they entice people to come to their city by saying that anything goes, and no one will talk about it. I mean, who actually markets themselves by saying “don’t tell anyone what happens here or you’ll be a big jerk”? See this commercial for further explanation.
This message wouldn’t work for everyone, but it definitely works for Sin City. Finding their unique brand message has paid off well for Las Vegas, and it will for your brand too.
Rather than mimicking the marketing tactics of most businesses, develop a marketing plan that will speak to the people you are talking to. For example, don’t create an account for every Social Media platform that exists in this world. Really stop to take the time to think about where your customers are socializing, and develop a presence there. Are they crafty people? Create a Pinterest account. Do they speak frequently about hot topics? Head over to Twitter.
Las Vegas’ marketing message is also effective because it’s enticing. Their slogan isn’t “Las Vegas! Where a bunch of sin and gambling and drinking and shopping and eating happens!” They don’t shout at you all of the things they can do for you. Think of how to portray your marketing message in an inbound way. Draw your customers into you, and be available to answer their questions.
If you’re wondering where to start in developing an inbound marketing plan of your own, Grass Roots Marketing can help. Use our free Marketing Grader and let us know where you’re stuck.
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