Marketers have the ability to shape perceptions. Our messages can become so engrained in daily life that they become facts, routine, traditions, and even religious ceremonies.
During our June Virtual HITMC Event, Beth Cooper from KNB Communications taught us how important our job is as marketers. We have the power to single-handedly shape brands and public belief. If you think about it, “we as marketers are the original influencers,” said Beth.
If you didn’t see Beth’s inspiring presentation, check out the summary we put together that highlights her key points or skip to the bottom to check out her full 10-minute talk.
Diamonds Weren’t Always Forever
Getting down on one knee and presenting a tiny box containing a diamond engagement ring wasn’t always the norm. Hard to believe right? But marketing did that. In the 1930’s, De Beers were having trouble selling diamonds, so in the 1940’s they hired an agency to come up with the slogan “A Diamond is Forever,” and we’ve been using diamonds during proposals ever since.
Orange Juice Wasn’t Always a Popular Breakfast Drink
We can thank the California farmers for popularizing orange juice for breakfast. In the early 1900s, farmers had more oranges than people were buying, so they hired a marketing agency to popularize squeezing the juice out of oranges in the morning and created our now ever-so-popular breakfast drink (and the perfect mimosa partner).
But marketers have the power to affect more than pop culture. They can shape the way people think about more serious issues.
And it doesn’t need to be just one big campaign that attempts to push conversations in the right direction. “There is power in smaller voices consciously raised together,” says Beth. Think of your own habits during the #BlackLivesMatter movement, or most recently during Pride month, it is our collective voices that are changing perceptions. Now more than ever, it’s extremely important to communicate and promote what we want to see reflected in society within our marketing campaigans.
Live By Your Corporate Values
Beth shared some of the values that KNB Communications hold dear. All of their messaging is built on this foundation. Her advice to us as marketers, agencies, and organizations was to proactively build our your values. Document them, learn to articulate them, and live by them! Don’t forget to align yourself with partners who share your values and don’t be afraid to distance yourself from those who don’t.
Beth’s Recommendations
Beth finished off by providing several powerful tips that we as markerters should all strive for as we build out our campaigns.
- Advocate for your corporate values. It actually increases brand reputation, loyalty and revenue
- Don’t hope for diverse talent. Seek them out!
- Representation matters! Use models, stock photos, actors, and imagery that depict women and people of colour in positions of leadership
- Use your sponsorship dollars to support wothy outlets and organizations that support your values
There was plenty of more powerful and insightful tips in Beth’s talk that my summary just doesn’t do justice. If you can carve out ten minutes out of your day to check out her full talk, you won’t be sorry.
Interested in watching all of the sessions from the June Virtual HITMC Event including How to Create LinkedIn Ads that Convert? Get access here.
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