Let’s face it – some businesses don’t have the instant appeal like the latest tech gadget has or a trendy fashion brand might easily receive. However, just because a product or service isn’t flashy (or “sexy” as we like to use at ADPR), doesn’t mean it can’t be marketed with creativity to raise awareness and enhance appeal! In fact, the key to a successful marketing strategy is knowing how to elevate what might seem like an “overlooked” business, into a must-have solution for the target audience at hand via a tailored and individual approach.
At ADPR, we love our clientele in the active lifestyle and marine industry, which ranges from industry-leading consumer brands and household names to SMEs and niche B2B service providers operating in commercial maritime markets. We do it all – and in doing so, we’ve gained a bucket load of experience working across various industries and regions for a fantastic blend of businesses. Here are our top tips to heighten a hidden gem business to the forefront of their market…
The power of storytelling
Every business should have their own unique value proposition – take a deep dive into the company’s services or products to uncover what makes them truly valuable within the market its operating in. No business is boring! It’s how you tell the story of the brand, its unique selling points and key messages in a tailored approach to the target stakeholder groups you’re looking to raise awareness with, educate or influence to take an action. Take a look at our ADPR ‘ACE’ method (audience insight + connections + engagement) for inspiration to get started –– our unique process is specifically fine-tuned for maximum audience impact and return on investment – but that’s a whole other blog topic!
Successful storytelling can be achieved in several ways – from big brand campaigns to heighten positioning, build industry awareness or showcase new products to consumers, to localised and dedicated communications with key stakeholder groups, such as distributors, partners or board members in B2B markets.
Even the most technical B2B products and services have a story. In our experience, we’ve created tactical, creative campaigns and marketing strategies to bring these brands alive! From storytelling commercial marine technology to global brand partners and dealer networks via bespoke marketing newsletters and captivating content for service providers’ LinkedIn channels, there are endless avenues and opportunities to explore, dependent on the businesses’ core offerings, company-wide objectives and desired impact amongst primary stakeholders.
Creative communications
Get creative! One of the biggest stumbling blocks we’ve seen is a lack of creativity around communications outputs or marketing techniques, particularly when we’re talking about service-led businesses or B2B clients. We’re past the age-old “let’s place an advert” in the hope of achieving more enquiries or sales. Advertising will always have its place, however if you’re struggling to cut through to your target audience, it’ll take much more careful consideration and creativity than throwing money at the problem. By leveraging high-quality visuals and insightful content within eye-catching communications outputs, there are endless ways to effectively communicate, educate or position the business in the desired way, to successfully reach and influence the target audience.
At ADPR, we aren’t short of creative ideas! To give you a flavour of our communications strategies for B2B clients, we recently generated five-figures of sales for a client via a creative stakeholder communications strategy, including thought leadership positioning interviews with key press highlighting them as experts in their field, bolstered by educational content speaking to their target audience’s needs through the business’ own channels and third-party marketing tools.
A key consideration in all communications tactics is to not over-use jargon – it’s important to always humanise the brand – people connect with people, not just products/services! We’ve found introducing the faces behind the brand, sharing customer success stories and highlighting the impact the business has on its community and industry will resonate with the audience much more than a corporate or “sales-y” communication output will.
Marketing less “sexy” businesses is about shifting perspectives. It’s not about making something mundane seem glamorous – it’s about making sure the right people see the company’s core value. With the right marketing and communications strategy, every business can shine in the spotlight!
Check out some recent case study examples to get those creative juices flowing! www.adpr.co.uk/work