In America, the office coffee run is typically the tradition that brings coworkers together. In Britain, however, that practice looks just a little different — with tea. However, COVID-19 threw a wrench in everyone’s favorite coffee runs and tea rounds as social distancing became mandated. It’s very difficult to spot, or refill, your colleague’s tea cup when they’re more than a foot away. To solve this problem, Yorkshire Tea’s new tongue-in-cheek commercial offers a potential solution: the Socially Distanced Teapot. Imagine you’re a few feet away from a busy coworker, and you want to help them out by refilling their teacup. With the Socially Distanced Teapot, you can — its spout is over a few feet long. As shown in the 120-second commercial, whether you’re across the table or peeking into a coworker’s office, you can top off your coworkers’ teas from anywhere! It can even hold party ring cookies at the edge of its spout while serving tea, providing a snack to go along with it. ‘Introducing … the Soc Yorkshire Tea’s Fantastic Com
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STEP 3: Mind your mission. Brilliant marketing messages are creative and original. While creating yours, keep in mind what makes your company unique. What is your mission? (If you’re not sure what a company “mission” is or why you need one, check out our blog post “Costco: A Business Driven By Their Mission” at NewsletterPro.com/Costco-Mission .) According to Forbes, customers are 4 to 6 times more likely to “purchase, protect, and champion” purpose-driven companies, so your company’s mission should infuse your marketing message with your brand’s personality. To make sure you’re on target, look at each tagline you come up with and ask yourself, “Could this just as easily be the slogan for my competition?” If the answer is “yes,” then scrap it. STEP 4: Make your client the hero. Marketing expert Donald Miller teaches that to find business success, you need to put your client at the center of your brand’s story: Make them the hero and make your company the guide. This is a key point to remember in your marketing message. Think about the contrast between these two examples from Inc. Magazine: “Our world-class engineering team designed our product set to be both usable and flexible” or “It takes 10 minutes, tops, to learn our product.” Which one puts the client at the center of the story? To learn more about this step, check out Miller’s book, “Building a StoryBrand: Clarify Your Message So Customers Will Listen.” STEP 5: K.I.S.S. In other words, “Keep it simple, stupid!” Avoid jargon or technical terms in your messaging, use straightforward language, and keep your message short so leads will read the whole thing. Imagine yourself saying your slogan to a client face to face. Limitations inspire creativity, so set yourself a challenge: What can you say about your brand in two sentences? Ten words? Five words? Distill your message down to its essence. There you have it — everything you need to craft a marketing message that will resonate with your target market and command sales. Considering these five key points, which Kodak tagline do you think is the best? In our view, Don Draper’s phrase could have outsold the real thing. Both taglines are aimed at the target demographic, keep the customer at the center of the story, are short and concise, and address pain points. But
People are already looking back at 2020 and calling it the year of the “Zoomdemic.” Almost every joke you hear about working from home, virtual learning, or socially distanced happy hours includes the word “Zoom.” In a way, that makes sense: The now- ubiquitous video conferencing company grew 370% between late 2019 and late 2020. But in our national obsession with Zoom, are we making a mistake by forgetting about its competitor? Yes, we’re talking about Skype! Skype offers many of the same features as Zoom, including audio and HD videocalling, screen-sharing, call recording, cloud storage, file sharing, and calling from the app to phone lines. You can also host large meetings on the free versions of both platforms that can include up to 100 participants. Businesses that use Zoom prefer it because the paid version can expand meetings to 1,000 people,
only Draper’s gets to the heart of Kodak’s mission: helping people preserve and revisit precious memories. Now, it’s your turn to play Don Draper. Come up with your five best marketing messages and pitch them to your business partner, team, or spouse. Odds are, like the Kodak executives in “Mad Men,” you’ll know a winner when you hear it.
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