Marketing Strategy - SimplicityBy Tom Dougherty
17 December 2020
The simplest marketing strategy: Simplicity itself
I could pick on just about any category. But I’m harping on the medical devices category because few segments fall so short in developing the best marketing strategy.
Just make it simple, stupid.
Medical devices always seem to muck that edict up. The companies, some of the largest entities in the world (and many we’ve worked with), make things so complicated it’s no wonder so many products fail.
And it’s not that their products aren’t great. In many cases, they save lives. But as you can read here in one of our web stories, they brand every single product separately from each other. They come up with names that make only a little sense. And have no relationship to each other.
You can implement that marketing strategy if you spend a lotta money to promote. It’s the P&G model, a house of brands instead of a branded house. That’s an expensive and horribly inefficient way to market.
Simplicity remains the single most efficient and effective way to promote your brand and products. You see, most of us are wary of marketing. We subconsciously filter out messaging we receive on a daily basis.
And filtering out anything too complex is easy. Putting up artificial hurdles – like brand names all across a portfolio – is a marketing strategy doomed to fail.
“When developing a marketing strategy always aim for simplicity. Editing yourself is an art. And in these times when we all find most of our information from that computer in our pocket, we simply lack the patience for any kind of complexity.”
The best marketing strategy makes it easy for audiences
Simplicity is the golden rule all across the marketing board. Apple has built the world’s most powerful brand based on simplicity. So has NIKE, in a way. Pharmaceutical companies struggle to gain any traction with consumer audiences because of their lack of simplicity.
The question marketers must ask themselves is what problem are they solving. How do they really think their product will become preferred? Are they serving the parent brand? What’s the goal here?
When developing a marketing strategy always aim for simplicity. Exclusion is an art. And in these times when we all find most of our information from that computer in our pocket, we simply lack the patience for any kind of complexity.
Rounding back to medical devices. We have worked with many of them. One of them, Integra LifeSciences, had fallen into that marketing strategy trap. And target audiences couldn’t navigate its many offerings. So we recommended that they give products a descriptive name that salutes the Integra brand.
The simplicity in this strategy led it to become a multi-billion dollar company. And one its target audiences can’t ignore.
Click for the Simplicity in Marketing Web Story
1 March 2021The Microsoft Surface ad still doesn’t get it The newest Microsoft Surface ad aims to replicate the brilliant I’m a Mac I’m a PC ads from years ago. You remember those spots. Starring Justin Long and John Hodgman, they compared the brands as personalities....
24 February 2021The General Insurance Company does the unthinkable Nearly all marketing and branding efforts fail because brands simply refuse to be honest with themselves. That’s why the brand refresh, as it’s calling it, from The General Insurance Company is so...
17 February 2021Why are local TV stations still branded by a number? There are many reasons why local TV stations are falling behind. But here’s one to consider. Why do they continue to brand themselves with an outdated number? I’ll give you an example. Here in North...