Marketing Outside the Box

by: Jenny Hobson, Marketing Specialist, 4WARD Financial Marketing, Inc.

Advertising can leave a lasting impression in one’s mind, can create conversation, or leave one wondering depending upon how it is executed. What impact does advertising have on you? Better yet, what impact do you want your advertising to have on others? Most of us do not think of asking these questions when viewing a specific campaign, until it effects our business.

Your brand speaks for you, and lends to how you are viewed by the public. What stands out to you as a successful marketing campaign? Realistically speaking, do you know how to define an effective advertisement? Jerry Citarella, a NEXT rep from Valencia, California believes, “The series of advertising over time is what works. The name recognition, the branding, the consistency, the stability, the reliability is what makes it work.”

How then, does someone establish themselves in a market consolidated by thousands of different approaches? A finished advertisement is comprised of two distinct components: graphics and text. Before discussing some of the successful design approaches used by a few of our NEXT representatives, I want to emphasize the importance of text.

We’ve all been told in order to stand out, you have to think outside of the box, and view the product or service from a new perspective. Visualize yourself as the prospective client, and ask, “How is this going to benefit me?” Concentrating on key benefits and what sets your firm apart, serves as a great springboard for coming up with a tagline, or catchphrase. Taglines are equally as significant as the graphics themselves, and serve as your call to action. They need to evoke a response in the reader.

Choosing the theme of your design depends on the message you want to convey, and the type of client you want to attract. Debbie Johnson, a NEXT rep from Orlando didn’t want to be the “norm.” She wanted her ads to reflect her personality: non-intimidating, laid-back, and easily approachable. She executed her vision exactly, by incorporating her love of dogs into the campaign. The ad featured her dog resting on a couch, with the tagline, “Are you comfortable with your retirement plan?”

Hap Nielsen, a NEXT rep from Waco, Texas took a familiarity and community approach to his advertising since most of his sizable family still lives in his home town. His campaign features his daughter, and asked, “Why do you invest? You invest for your family - for their future.” Hap believes the intent was to hopefully invoke a curious enough response to get the recipient to open the brochure and at the minimum take a look at the photos inside it. It works because people respond emotionally to children, animals and familiar faces.

There is a mutual relationship between familiarity and trust. If you’ve experienced great success with an advertisement, run with it. A series tied together by a continuous theme builds name recognition and the advertiser’s credibility.

Taking a risk with your advertising usually pays off in the long run if you know how to market it successfully. The same approach doesn’t work for everyone, but at 4WARD, we are willing to take the time and reach into what makes each rep uniquely different. How do you want to be perceived and by who? If you feel a passion for taking your idea to the next level, speak to a Marketing Specialist at 4WARD about making your Vision a reality.