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Brand Development

Big picture. Small steps

Spearheading a new product launch or marketing initiative? Although all of us understand change is ubiquitous and needed, it does seem to be in our very nature to resist it. And that we all do, in big ways and small.

If the marketing launch you are undertaking is massive, here at FocalPoint, we recommend taking small steps from the gate. Here’s what we mean:

For instance, separating communication about the initiative from action. Start by outlining what’s changing and provide a clear “why.” Customers, staff, senior advisers and folks on down the line – even the voice in your head – all need that.

Follow that first step by parsing out a series of additional ‘bite-sized’ steps, and attach a dateline to each. This way, you can provide those in your organization with a chance to taste success one step at a time, and build confidence along the way.

Every couple of weeks, provide a status update and remind your team (and your customers, as appropriate) of the big picture.

Breaking any big marketing change down into smaller elements while keeping the big picture in mind can help everyone in your organization appreciate the ultimate goal, gain positive momentum and contribute to its ultimate success.

Getting it right

Attention to detail is big for us at FocalPoint.

We believe in getting things right. The first time.

And – what we seek to get right that first time matters more than just about anything else. Like what’s really important.

Really important like…

  • Creating a product or a service you are truly proud of
  • Addressing a workable business plan that meets a real need
  • Hiring a team that cares about the dream and the details
  • Building shrewd creative marketing around your business model that will speak to your mission and your audience

About that last bullet point…

FocalPoint creates marketing strategy with an end point in mind. The tag line won’t simply be ‘catchy.’ It will support that business plan you lost sleep over.

We understand that there will be endless details to get right before you launch your web site and your social media plan. That’s the ground point where we work best together. Before you have something that you’re truly proud of. That’s an ideal place for us to be. So together we can create, double check, test, and launch with more than just a hunch.

We want to get things launched right— right alongside you and your team. Greeting success together after hard work ironing out what’s most important.

Perfection is boring

Fear sells. We have to look.

Radical sells. Different sells. Uniformity gets ignored.

Sex (still) sells. Being PC doesn’t.

Beauty sells. Unless it’s so plastically beautiful that it becomes boring.

We’re human. We get tired of tried and true. This is why the world of television programing is getting weirder and weirder. And why talk shows push the envelope. And teenagers listen to radical music.

soup-of-the-dayDifferent is interesting. What we once thought was perfection, soon becomes boring. So what actually gets noticed and remembered? A reliable product? A better value? Something that is safer?

At FocalPoint, we don’t think so. What’s hot today is fleeting. We get that. Today’s consumer is seeking  “Spicey hot,” “Bold and unpredictable!” and “The quirkiest gizmo ever,” and “We’ve never made a (car) quite like this.”

We see consumers that are compelled by what they don’t see often. Now that we all can get what we want at the touch of a screen, we crave new experiences, new ways to make a connection, and new sensations.

The people at the edges, the thought leaders, the young, the people who care, those are the folks we are getting in front of. The folks that are seeking idiosyncrasy and things that makes them think.

At FocalPoint, we like that too. That is what piques our interest.