Hello, Summerville! Love is in the air! The upcoming romantic holiday aligns perfectly with what we’ll be discussing today, too! With the Lowcountry now firmly entrenched in the frosty temps of winter, you can dedicate more of your time spent indoors to reading up on the specifics of marketing and social media strategy here on the Creative Consulting blog! This year will present plenty of opportunities to revamp your branding and try new things. Creative Consulting is here to make sure you take advantage of every available opportunity. We’re happy to have you here, where you’ll find the most relevant, up-to-date information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. We are accepting new clients at this time, so reach out to learn more about our services and meet our team!
Our last article was the first part in our Marketing Strategy series and covered two kinds of well-known marketing strategies: scarcity and undercover. You’re probably already familiar with scarcity marketing, only you’ve never heard of it referred to by this name. This sale ends soon! Don’t miss out! It’s a tactic most commonly used by clothing and home goods sites. Undercover marketing strategies are, just that--undercover. Stealth. Secretive. Hidden. When you see an influencer using a brand of eye cream in a make-up video, this can be a form of undercover marketing. Instead of holding up the eye cream and going on a spiel about it’s wonderful benefits, brands are trusting social proof to influence consumers. Any good marketing strategy will utilize multiple strategies to achieve a defined goal. If you haven’t already, you should start planning your marketing strategy by identifying your marketing objectives. After all, how will you know you’ve succeeded if you don’t know what you’re aiming for? According to research, marketers who have a “clear, documented strategy are 313% more likely to be successful.” 
That’s why we’re continuing our exploration of marketing strategies! Today, we’ll be discussing relationship and paid marketing strategies. What are they? How do they work? Are they effective? How can you measure their effectiveness? We’ll break down how relationship and paid marketing strategies are utilized to yield stellar results and provide a few examples. The purpose of this series is to provide you with a toolbox of strategies you can combine (or isolate) to reach your marketing objectives. As we mentioned above, you should always begin with a set of defined objectives. For example, I want to increase my followers on X platform by 5%. This is measurable, but is it specific enough to be a smart goal? Let’s add a time component. I want to increase my followers on X platform by 5% in the next four weeks. Now it’s specific, measurable, attainable, relevant, and time-based. In other words, it’s SMART. Once your marketing objectives have been identified, it’s up to you to formulate a plan to help you reach those goals. That’s where strategy comes in! Let’s start with relationship.

What is a relationship marketing strategy? 

Relationship marketing revolves around building strong and lasting relationships with customers. The easiest way to characterize the relationship marketing strategy is by breaking down how relationships work in our own lives. After all, relationships do not simply spring up out of nowhere. Rather, most relationships begin with an initial interaction. We glean a near-instant perception of the other person and—based on this split-second judgement—decide whether or not we are interested in pursuing the relationship further. If we decide we like the person, our relationship with them is strengthened through subsequent interactions. In this manner, we build trust and rapport with the other person. 
The relationship marketing strategy works in the same way. Instead of focusing on driving conversions, relationship marketing focuses on building brand loyalty by exceeding the customer’s expectations. Small, local businesses have relationship marketing down to a science. Since they are able to learn their customer’s names, know their orders, and maintain years-long relationships, small businesses have a marked advantage when it comes to relationship marketing. That said, bigger businesses can still practice relationship marketing by taking the time to identify their customers’ pain point. What do your customers want? What will make their lives easier?
One example of relationship marketing is Capital One’s TSA PreCheck benefit. Those who pay for their TSA PreCheck fee with a Capital One credit card are reimbursed (up to $100). A TSA PreCheck membership lasts for about five years and, during this time, saves tons of time and stress. This benefit addresses a customer pain point, entices Capital One members to remain members, and integrates Capital One into its member’s lives in a way which is both helpful and organic. On a much smaller scale, allowing customers to earn points with every purchase and ultimately receive a free product is another means by which a company can practice relationship marketing. Dominos is a great example of a company dedicated to relationship marketing. In addition to offering rewards to loyal customers, they also introduced a marketing campaign encouraging customers to create a “pizza registry” for their wedding. In the past, Dominos has partnered with state governments to repair potholes and avoid damaged pizzas. This kind of creative, innovative marketing is what relationship marketing is all about! 
Relationship marketing isn’t the best method for increasing sales quickly, but it's one form of marketing every single business needs to know how to do well. The keys to an effective relationship marketing campaign are an in-depth understanding of your customers, an incentive (or reward) for loyal customers, constant engagement with consumers through multiple channels, and feedback. Never be afraid to take constructive criticism from your customer base and adapt! 

What is a paid marketing strategy? 
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A paid marketing strategy is just what it sounds like—a marketing strategy propelled by paid advertisement. Most businesses which can afford to pay for advertisements will invest in paid marketing, while businesses which cannot afford to pay for advertisements rely on what’s known as organic marketing. We might dedicate an article to organic marketing soon! For now, let’s focus on what the goals of a paid marketing strategy are and on the types of paid marketing campaigns you can invest in. 
Paid marketing is perhaps the kind we are most familiar with. From magazine spreads to billboards to Super Bowl commercials—most advertisements do not come cheap. Digital options have made paid marketing much more accessible to business and, while it’s still a steep price to have a commercial appear on television, it’s pretty affordable to have your ad appear on Google or Facebook. 
The goal of paid marketing is to target a preferred customer base and recoup your initial investment through increased sales. Instead of waiting for customers to find you, paid marketing allows you to seek them. Other names for paid advertising are pay-per-click (PPC) or paid search advertising. Paid advertisements are distinct in where they appear. For example, paid search advertising appears in search engine results pages (SERPs). These ads appear when users search for certain keywords. Social media advertising campaigns appear to people within certain demographics (i.e. age ranges, sexes, location, income brackets, interests, etc.). 
The success of a paid marketing campaign isn’t solely reliant upon the amount of money you can afford to invest, but you should be aware your capital will play a role in how many people your ad will appear in front of (i.e. your ad’s reach). Similarly, certain search engines require payment per click. Start your paid marketing campaign with a concrete budget. The second factor determining your paid marketing campaign’s success is placement. You’ll need an audience to target, specific keywords, and a clear idea of where your customer base hangs out on the internet. After all, what good are paid advertisements if your customer base never sees them?
Paid marketing can yield high return on investment—one of the highest among the many marketing strategies. According to a Google Economic Impact Report, businesses reap $2 for every $1 they spend on Google Ads. This high return on investment is even more pronounced for local businesses using Google Ads to target location-based consumers. It’s recommended you start small and use “test ads” to determine which keywords and demographics yield the best results. After you have a formula, you can increase your ad spend and reap the benefits!​

We’ll continue to discuss marketing strategies in further detail in upcoming articles, including the Seven P’s of Marketing. Until then, we hope you’ll take advantage of the information we’ve shared in this article. For more marketing and branding expertise, the Creative Consulting blog has you covered.  Tune back in for our future articles! You won’t want to miss it! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading.

Hello, Summerville! Welcome to a new year! With the Lowcountry now firmly entrenched in the frosty temps of winter, you can dedicate more of your time spent indoors reading up on the specifics of marketing and social media strategy here on the Creative Consulting blog! The new year presents an additional opportunity to revamp your branding and try new things. Creative Consulting is here to make sure you take advantage of every available opportunity. We’re happy to have you here, where you’ll find the most relevant, up-to-date information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. We are accepting new clients at this time, so reach out to learn more about our services and meet our team!
 
Our last article is the perfect precursor to this one, as we delved into several different kinds of marketing, namely: co-branding, affinity marketing, and cause marketing. Co-branding and affinity marketing offer brands the chance to combine their brand awareness and meet consumers’ needs with greater efficiency, while cause marketing responds to a recent trend in consumer sentiment. If you haven’t read our Marketing Trends of 2022 article, in which we explained the latter extensively, now is the perfect time to do so! Follow up with our most recent article for detailed explanations of each marketing trend, examples, and tips! 
 
Today, we’re continuing our exploration of marketing strategies. This time, we’ll tackle scarcity and undercover, two marketing strategies which can be used to expand your brands reach and generate positive attention. Any good marketing strategy will utilize multiple strategies to achieve a defined goal. If you haven’t already, you should start planning your marketing strategy by identifying your marketing objectives. After all, how will you know you’ve succeeded if you don’t know what you’re aiming for? According to research, marketers who have a “clear, documented strategy are 313% more likely to be successful.” The numbers don’t lie. Speaking of numbers–it’s important to keep track! In order to understand which aspects of your marketing strategy are working (and which aren’t), you’ll need concrete data to interpret. Marketing objectives might include: increasing web traffic, increasing followers, increasing conversions, or increasing the amount of time users spend on your website. For example, I want to increase my followers on X platform by 5%. This is measurable, but is it specific enough to be a smart goal? Let’s add a time component. I want to increase my followers on X platform by 5% in the next four weeks. Now it’s specific, measurable, attainable, relevant, and time-based. In other words, it’s SMART. 
 
Once your marketing objectives have been identified, it’s up to you to formulate a plan to help you reach those goals. That’s where strategy comes in! Let’s start with scarcity.
 
What is a scarcity marketing strategy? 
 
You’re probably already familiar with scarcity marketing, only you’ve never heard of it referred to by this name. This sale ends soon! Don’t miss out! It’s a tactic most commonly used by clothing and home goods sites and relies on a psychological weakness ingrained within human beings. In the same way we fear famine and drought, we’re also innately afraid of “missing out.” Even if, consciously, we know another sale will come around and we don’t technically need the item right away, subconsciously, we might also fear losing an opportunity. Businesses capitalize on this fear, shoving giant countdown clocks onto their landing pages, ticking away while users shop and adding a sense of urgency to the entire experience. 
 
Scarcity marketing can be subtle, though. When sites add a little bit of text underneath a product, in red letters, reading,“only three left,” this is a scarcity tactic. When businesses offer limited-time promotions–promise a free gift if customers order before the 25th or next-day delivery if customers order before 5 pm–these are also scarcity tactics. You see, what unites scarcity marketing isn’t the type of tactic used, but rather the sense of urgency generated by the tactic. It’s why limited-stock, isolated product drops perform incredibly well. Businesses can brand these drops as the ultimate purchase, inflating the perceived value of their products by tying the release to a limited supply. And, as you know, supply and demand have an inverse relationship. Scarcity drives sales, as evidenced by panic buying at the start of the pandemic. As soon as people thought there wasn’t going to be enough toilet paper, they needed as much as they could get their hands on. 
 
Now, scarcity marketing has a pretty bad rap, as far as marketing strategies are concerned. Scarcity marketing, by its very nature, preys on feelings of insecurity and fear. Toeing the line between cultivating an atmosphere of artificial scarcity around a product and inducing negative emotions within consumers is a thin line and it's where many marketers slip up. Instead of viewing scarcity marketing as a cheap ploy, instead, recognize its propensity to generate assumptions. This product is almost sold out. This product must be popular. These two statements aren’t necessarily linked, but scarcity tactics can cause consumers to link them. Guide your scarcity marketing strategy using four sentiments: exclusivity, rarity, excess demand, and urgency. Exclusivity means only certain people can buy and own this product. To buy exclusive products you might have to join a waitlist or become a member of something. Rarity means a limited quantity of this product exists. Think: limited release. Excess demand means the amount of people who want to buy this product exceeds the current supply. This happened when the Playstation 5 sold out before it’s initial release in 2020. Finally, urgency means you need to buy this product sooner rather than later. We witness urgency at play every year, on Black Friday. 
 
What is an undercover marketing strategy? 
 
Undercover marketing strategies are, just that–undercover. Stealth. Secretive. Hidden. As more and more overt advertisements slam their way into people’s daily lives, more and more brands have taken to using undercover marketing strategies for their subtly. When you see an influencer using a brand of eye cream in a make-up video, this can be a form of undercover marketing. Instead of holding up the eye cream and going on a spiel about it’s wonderful benefits, brands are trusting social proof to influence consumers. Social proof is “a psychological and social phenomenon wherein people copy the actions of others in an attempt to undertake behavior in a given situation.” When you watch a sad, compelling commercial and then an insurance company’s logo pops up at the end–even though the narrative of the commercial had nothing to do with insurance–this is a form of undercover marketing. Instead of pitching the unique advantages of choosing their company over another, the company is relying on association to make their brand memorable. Association in psychology is the “mental connection between concepts, events, or mental states that usually stems from specific experiences.” Associations can be positive or negative. 
 
Creative examples of undercover or stealth marketing campaigns include that of King Kong. Before the movie was released, giant footprints were left in beaches around the world. This spectacle wasn’t immediately claimed, but consumers are smart. Undercover marketing relies on the natural inclinations of consumers to rely on social proof, form associations, and become excited when confronted with the unexpected. Product placements are another form of undercover marketing. You’re not necessarily paying attention to what the character on your favorite show is drinking, or what the villain in the latest blockbuster was wearing, yet–in a way–are. Product placements can be extremely effective, as consumers take subconscious cues, seeking out the same products as their favorite characters/ 
 
With undercover marketing, you need to strike the right balance. Too obvious and it’s no longer undercover. Too subtle and consumers might not even realize you were appealing to them at all. It’s important to make sure your product or logo is clearly visible, in whichever capacity it's being used; or that the association between your brand and a specific sentiment is obvious. With undercover marketing, it helps to have a sense of humor and spontaneity. When people spot your marketing, they should feel as though the advertisement was placed just for them to find. Further, it doesn’t hurt if your marketing leaves a smile on their face. 
 
We’ll continue to discuss marketing strategies in further detail in upcoming articles, including relationship and paid. Until then, we hope you’ll take advantage of the information we’ve shared in this article. For more marketing and branding expertise, the Creative Consulting blog has you covered.  Tune back in for our future articles! You won’t want to miss it! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading.

Hello, Summerville! With the Lowcountry now firmly entrenched in the frosty temps of winter, you can dedicate more of your time spent indoors reading up on the specifics of marketing and social media strategy here on the Creative Consulting blog! The upcoming holidays present unique branding and marketing opportunities and, as always, Creative Consulting is here to make sure you take advantage of every available opportunity. We’re happy to have you here, where you’ll find the most relevant, up-to-date information about marketing your small business in the digital sphere. From building an outstanding webpage to graphic design to managing your social media to optimizing SEO to building a cohesive brand identity—Creative Consulting covers everything you could possibly need to know to take your business to the next level. We are accepting new clients at this time, so reach out to learn more about our services and meet our team!
In our last article, we discussed the power of earned media, which might be equated with “free PR.” While almost nothing is truly free, earned media is certainly more cost-effective than its opposite, paid media. When crafting a well-rounded marketing strategy, expert marketing teams are always on the lookout for opportunities to capitalize on the power of earned media. We gave a few examples of earned media, from Oreo’s Superbowl moment to Home Depot’s 12-foot skeleton, and how these companies drove exposure and boosted sales without spending a dime. We also investigated why earned media is an effective means of marketing before explaining how you can earn media for your business! Are there any drawbacks to earned media? Don’t worry—we covered that, too! Be sure to check out our last article when you’re done reading this one!
Today, we’re breaking down three new buzzwords: co-branding, affinity marketing, and cause marketing. We’ll provide you with a comprehensive overview of each, then delve into why you should endeavor to incorporate each into your marketing campaign. In our Marketing Trends of 2022 article, we discussed the increasing importance of supporting nonprofit organizations and being aware of your business’s societal and environmental impact. Cause marketing, in a sense, is the perfect answer to consumers’ need for change-based buying. Meanwhile, co-branding and affinity marketing are two commonly confused terms. We’ll explain the key differences between these two effective marketing strategies! As always, we’re pleased to be able to help further the growth of your small business through our educational content. We hope you’ll give a few of our other articles a read once you’re done here!
 
What is co-branding?
 
Co-branding is the result of two brands combining their products or services to offer increased value to their customers. Co-branding, unlike other types of branding and marketing ploys we’ll discuss later today, involves the creation of a new product or service. Therefore, when advertising, both brands are featured on the packaging or responsible for fulfilling said services. When two companies come together to co-brand, their purpose is singular: to increase the exposure of both brands. Partnerships between unequal brands are uncommon because the main draw of co-branding is the mutual benefit of both parties. 
 
An example of co-branding is the iconic partnership between Taco Bell and Doritos. Together, both companies created the Nacho Cheese Doritos Locos Taco, which was branded as the best of both worlds. The Doritos Locos was wildly popular, leading to record sales and Taco Bell having to hire more staff nationwide. It’s been eleven years since the original launch and the Doritos Locos is still a staple on Taco Bell’s menu. Why? Because co-branding works! 
 
However, it’s important to note, Taco Bell and Doritos were perfectly suited to become co-branding partners due to the similarities between their target audiences. As you can imagine, a partnership between Taco Bell and Dick’s Sporting Goods might be less successful. Therefore, in addition to seeking out co-branding partners which are of equal standing (i.e. similar reach and exposure), you must also seek out co-branding partners who have an audience which will be amenable to what your company offers. 
 
What is affinity marketing? 
 
Affinity marketing is similar to co-branding in that it involves two brands combining their services or products. However, affinity marketing does not entail the creation of a new product or service. To be affiliated means to be “officially attached or connected with.”  Therefore, affinity marketing can occur when two brands announce a joint promotion. For example, when Spotify partnered with Uber to offer riders the chance to create a personalized playlist for their trips. Of course, you could already create playlists on Spotify. However, with this partnership, Uber rides could be made more enjoyable and Spotify could facilitate this enjoyment, thus offering increased value to consumers. 
 
With affinity marketing, it's not necessary to have similar products or services. As you can see with the Spotify and Uber collaboration, sometimes offering different-but-complementary products and services is preferable. Affinity marketing can open up certain brands to untapped audiences, allowing them to grow their consumer base. While airlines might team up with rental car companies, credit card companies may collaborate with banks. Both co-branding and affinity marketing offer the chance for companies to be creative in their marketing campaigns. 
 
What is cause marketing?
 
If co-branding and affinity marketing are when two companies come together to strengthen their brands and promote sales, cause marketing is when a company and a nonprofit organization come together to strengthen their brands and support a cause. As we mentioned previously in our article about marketing trends, there is an increasing interest among consumers in the societal and environmental impact of their favorite brands. Of course, treating each stakeholder with respect is the bare minimum, but companies can take corporate social responsibility a step further and win over consumers by seeking to make real, positive change in our society. 
 
According to a recent study, a whopping 70% of consumers are interested in knowing how brands are endeavoring to address social and environmental issues (such as gender equality, climate change, etc.). As well, almost half of consumers pay close attention to the actions of brands on these fronts. A company seen to be socially-conscious, fair and equitable is much more likely to receive favor (and loyalty) from today’s consumers. 
 
Chances are you’ve seen a cause marketing campaign, such as a company pledging to donate a portion of its profits to a particular charitable organization. TOMS is a widely known example of cause marketing, as they promised for every pair of TOMS shoes purchased by a customer, they would donate another pair of shoes to someone in need. While the results of this campaign were outstanding, it's important to note that cause marketing has benefits which far outweigh any profit earned. When companies lean into cause marketing campaigns, their reputation, employee morale, and relationship with their surrounding community are sure to improve!
 
Using Co-branding, Affinity, and Cause Marketing 
 
The main hurdle to running a successful co-branding or affinity marketing campaign is choosing the right partner. If Taco Bell had chosen to partner with Lays, the campaign might not have performed as well. Why? Because Lays is a potato-based chip, while Doritos are a tortilla-based chip. Doritos also means “little golden things” in Spanish and Taco Bell sells Mexican food. These little details, while seemingly unimportant, play a major role in the success of a co-branding partnership. What you don’t want is for people to see the marketing campaign and say, “What? I’ve never thought about those two companies together.” The partnership should make sense to everyone involved, including the consumer. 
 
With cause marketing campaigns, it's important to choose a cause which genuinely aligns with your company’s values. You’ll also need to take into account the values of your consumer base to make sure you do not alienate them. Simple monetary donations, while nice, are not the same as a cause marketing campaign. With a campaign, you’ll want to expand on your support of the nonprofit, whether that be volunteer groups of employees or interacting with your nonprofit partners publicly. 
 
This has been so much fun! There are dozens of ways to brand your business, collaborate with other companies, and reach new audiences. We hope you’ll take advantage of the information we’ve shared in this article. For more marketing and branding expertise, the Creative Consulting blog has you covered.  Tune back in for our future articles! We’ll discuss a few more types of marketing campaigns, such as scarcity and undercover. You won’t want to miss it! Feel free to give us a call and set up a consultation. We are dedicated to helping you determine which marketing strategies will work best for your business or brand. Until next time, thank you for reading!