3 Ways to influence the “between frames” of your marketing effort

I read an interesting blog by Seth Godin yesterday which likened the Marketing effort to “what happens between the frames of a comic book story”. His theory being that in the same way our imagination helps to create the story / fill the gaps between the frames of a comic, the Marketing effort is actually what happens in between your tangible Marketing activities.

So it’s not just the ad spruiking your latest product or service, or the website you slavishly updated. It’s the feeling your client had when she got better service than expected, or the realisation your prices were lower as you promised, or the chat between friends about how your product/service/business helped change their day/skin/house/life.

So all this leads me to ponder the question… if the actual Marketing effort is rounded out by what happens in between the frames, how do we ensure the whole story is getting told right?

1) Live the Marketing strategy – the message in your marketing strategy has a far greater chance of being received if everyone in your business is on board with (and maybe even inspired by) the concept. No point spending thousands on advertising a message if the team doesn’t feel any ownership or desire to help tell the story.

2) It’s all about culture – does your organisation have a culture that promotes the principles, standards and/or ethics you believe in? Does each person within your business consider the values and goals of the organisations as their own?Every interaction a customer has with your business, whether it be good or bad, are the unseen results of your organisational culture (or sometimes lack thereof).

3) Listen, Listen, Listen. The obvious premise of any business is having a customer or clientèle with a need for your product or service, but what are their needs, really? only one way to find out. Then on each level – from customer service, to the retail offer, and everything in between, listen to what your market wants and try to deliver.

…And if you’re wondering who’s getting it right, check out the latest Marketing strategy of the Commonwealth bank. i was amazingly surprised over the last month to actually get the very” un-bank-like conversations” with a few different tellers, and be greeted like a friend, as suggested you might in their “determined to do so” campaign. It would seem they may have the culture right, and the team all (seemingly) living the strategy. Who would have thought?

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