We have all come across these articles which claim to present to you the 5, 10, 20, 1001 marketing trends.
So, we start reading them believing we will find THE advice, THE solution or THE secret that will make us super-marketers.
And that’s the disappointment! Authors who unpack a series of practices that will supposedly revolutionize the marketing game and that you absolutely must follow otherwise you will be relegated to the rank of lagging behind.
As if marketing was that popular guy in high school that you had to hang out with to be in the game.
Moreover, according to some bloggers, Mr. Marketing even waits until the start of the new year to reveal his new “trends” to us. And that’s how last January, we found ourselves drowned in an ocean of articles presenting us THE 2024 marketing trends.
At #Prox-i, we admit, we also fell into the trap. This is why we are talking to you about it. Even worse, we tried to write an article of the same style in one of our previous Newsletters.
MEA CULPA! It’s true that by rereading – and it’s always useful to do so – we realize that “trends” are not universal; that they are by definition limited in time… but also in space! That Western trends, for example, are absolutely not the same as in Polynesia, or that they do not arrive at the same time.
Because what is marketing after all? For us, it is above all understanding consumer behavior, their habits, their interests, their concerns – in short who they are – to adapt the way we deliver a message to them.
It is in this spirit that in 2020, we designed a breast cancer screening awareness campaign on behalf of the Country’s Health Directorate.
The concept ? A series of video clips featuring the behaviors of different profiles of women regarding screening.
How to achieve this result? By simply questioning the women of the agency and those around us.
Several types of responses made it possible to build the narrative structure: no time to go there, no idea to take the process, no means, fear of having bad news, no interest in checking one’s health, etc.
This is our communication angle! Create 5 characters based on the responses of the women interviewed: the woman in a hurry, worried, fatalistic, insecure…
Thus, we produced several video clips highlighting their behaviors in scenarios where obstacles to screening are removed by the fact that each of the women represented accepts that “your health is the most important of your priorities”.
The result: a human campaign in which each woman was able to recognize herself and understand the importance of screening despite all the pretexts to avoid it.
It is therefore by appealing to emotions that we managed to design an operation that remains memorable and engages the target community.
So yes, there are fashions, changes, developments in marketing but very often, we come back to a central subject: Humans. This complex being that we must analyze and understand to design innovative strategies that bear fruit.
Discover the #Prox-i campaigns for breast cancer screening:
2024-03-29 22:49:23
#People #trend #marketing
