Remember the old joke, “Oh, I buy Playboy for the articles…” It was always good for a laugh and some bright blushing faces. Today, that line translates to “I skim Instagram for the comments…” ha, ha, giggle, giggle snort… But let’s think about that. Is it all about the image or is it about recognizing what the image stands for? Is it just a slick shot or is it about the authenticity of the brand and its story supporting the image? Can marketing and branding survive on images alone?
One of our nation’s biggest fear is countries outside our borders influencing our elections. Posting stories to Facebook crafted to motivate certain-minded people to do what is best for that outside organization. They build a story on what their targeted audience WANTS and THINKS and leverage it, correct? Sounds like branding to me. Sounds like people do take the time to read and recall the post.
Lazy marketing is simply focusing on pretty pictures but without an authentic, captivating story it is just that- a collection of colors. With substance, images and videos that go viral lose steam at the store once the flash burns out.
You have worked hard to build your brand and your good customers appreciate that. Don’t lunge for the quick hit. Set your goals, formulate your strategy leveraging your brand’s strengths. Then craft engaging stories and images that will stop your customers mid-swipe.
Jeffrey Valles 