Last week we blogged about the value of marketing auditing - Spring clean your marketing – let’s audit. The concept of examining and assessing your marketing activities as part of the preliminary analysis before strategy formulation, follows in the tradition of financial auditing – a traditionally dry practice.
In his new book ‘World Wide Rave’, David Meerman Scott discusses the case of Approva, a provider of software products for internal auditors. Rather than provide the same ‘jargon laden product messaging’ akin to all the other players in this market, Approva decided to communicate more directly with their buyers using meaningful messages in a creative execution which cut through the market’s similar, undifferentiated communication.
The ‘I Love A Good Audit’ theme was created – a fun way to communicate a rather staid topic. The theme extended into ‘I Love a Good Audit ‘ buttons distributed at trade shows and a website which includes e cards and blog. See the websitehere. It’s fun, innovative and refreshing.
This work continued with a video which has received more than 23,000 hits on You Tube, celebrating the fifth birthday of the Sarbanes-Oxley Act (SOX), a federal law regulating new or enhanced standards for all US public companies following corporate scandales of the 1990′s. See the video here.
This post isn’t about the valuable process of auditing but rather the effectiveness of clever,innovative communication which integrates problems’ solutions to target customers. Such communication can considerably enhance a brand’s personality and ultimately its equity.
Isn’t this a great example of knowing your buyer persona? Thanks Anne for posting.
Thanks David! It’s a fantastic example. The fundamentals of knowing and understanding your customers and placing their needs at the heart of our marketing efforts will always bear fruit – particularly when that understanding is used as a base for clever creative. When you see it done well like this – it reminds me how exciting it is to be a marketer and provides inspiration for future projects! Thanks David for highlighting this example. PS I left a message for Adele on her Buyer Persona blog also!
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