Monthly Archives: May 2014

What happens in marketing when one small thing changes…..

We all know what can happen when you change just one thing – whether it be the paint colour in a room – the room seems brighter, bigger, more exclusive or modern, or the different clothes you wear – can make you look professional, scruffy, casual, fat or thin and these are just two examples.

Well this was really brought home to me when chatting to a very dear friend and work colleague. She had been sent a link on YouTube of some guys dancing at a music festival. I’m sure they looked really cool when dancing to the original dance music, but when replaced with the Benny Hill theme tune, well, you just have to laugh.

This got me thinking about how changing one element, can alter the whole message and how true this is in marketing. Your image, tone of voice, perceived customer or placement of marketing material are just a few of the points key to a successful marketing strategy or campaign.  With just one item out of place, incorrectly researched, or not understood, it can all go horribly wrong.  In the same way a perceptive amendment to an existing campaign can make it fly.

The key to a good marketing strategy is understanding who your customers are and why they come to you. But, do you really know them, or do you just think you know who they are, who you would like them to be, or should be. Before you start, find out!

With realistic goals set for your budget, you can take a look at the many different options available, to enable you to reach your audience. Promote one clear idea and remember that different messages and tones of voice will appeal to different demographics, in different media formats. Research shows that you have about 3 seconds to grab the attention of your customer, so your message needs to be concise and cleverly targeted.

I always like to test my ideas on someone not directly involved in the project, to see if they stand up. I also like to see any new creative without having a conceptual explanation from the creative team first. This allows me to see it ‘blind’, without knowing the creative thinking behind it. It allows me to see it as a customer and not have my objective evaluation swayed by the concept.

So, log in to YouTube, type in ‘music festival Benny Hill’ and see what can happen when one contributing factor is changed. If you would then like some help or advice to avoid the many pitfalls associated with creating a marketing strategy or campaign, give JoyStars a call on 01403 790146 or email

With over 22 years’ experience in profile-raising Marketing, Event and Public Relations Experience, JoyStars provide a friendly, highly professional and rigorously fair service, optimising creative, strategic and cost effective marketing to achieve your goals, meet your deadlines and strengthen your company brand.