One Trick Pony: Combine tactics for the most value

By Barbara Schmidt, studiobstyle

Lately we’ve been seeing a variety of creative come from different manufacturers. For years, I’ve been asked: what is next in marketing tactics? Is it a new platform or a chat bot or more CGI?

Sometimes I see so much inconsistency that the brand’s messaging becomes inauthentic. Trying to be cool is a tactic, and this tactic can work for beer advertising or maybe a celebrity or TV show. Trying to be uncool is also a tactic. I remember working on a Virgin Records campaign where we shot poorer quality staged portrait images to make our point.

Here’s the truth: no single tactic fits all. If you aren’t looking for a blend of options to tell your story, then your messaging will be flat and not reach as many people. Try to think about the whole story and not just the bits and pieces. The campaign of the moment is important, but so is your entire digital footprint sitting out there.

Remember when you had a friend or a coworker that wanted to text you constantly but you liked email? Or that person who likes the phone but you prefer social platform messaging? It’s like that when communicating to different audiences, too. What works for some does not work for others.

Platforms themselves tell a story. If you are on TikTok or Clubhouse, that’s a message to your audience. If you are sending direct mail, that’s a message. Whatever you choose, keep the interaction simple and consistent.

CGI imagery created in combination with commercial photography. Space design and production Barbara Schmidt, studiobstyle.

Sometimes computer generated imagery (CGI) is just the right tactic for a new product launch. It’s perfect because you can draw--or have drawn--just what you need. CGI is accepted with certain audiences, for example architects. Sometimes CGI imagery fails with other audiences because it doesn’t look real. It all depends on the product, the messaging and the style of the CGI artist.

Custom Designed Italian inspired Luxe Kitchen with @subzeroandwolf @REHAU_Americas @TheMarvinBrand @Interceramicusa @rockymountainhardware

What if you want to be more intimate? Say share about a service or feature that needs to be shown not just drawn. Then video might be just the right tactic. What’s great about video is that it gets 4-5 times as many people looking at it because it’s moving. Just make sure the message is on brand and the quality is what is required.

Location photography creative direction and styling by Barbara Schmidt, studiobstyle

What if reality is more your brand’s sweet spot? Then photography might be the best tactic, and every photographer is different. Each style of photography communicates a message in and of itself. It’s fun to choose the right photographer for successful creative messaging. I can still hear a Creative Director saying “show me don’t tell me” from early in my career.

Custom Designed Style Board featured design elements from @Wilsonart @Moen @MasterbrandCabinets @KarndeanDesignFlooring @TheTileShop

Then there are other digital tactics like artistry--such as painting or drawing--and even animation. These digital tools can be utilized a lot like photography. Right now there is access to all types of drawing and animation even on our phones. We are in fact working on a series of stop motion and drawing to photography campaigns right now.

My job now as a marketing consultant and creative director is to combine not only brands but tactics as well. How can we tell the story without looking staid and what we call “same same.”

Even if you’ve seen a tactic before, think about it from a different perspective--your client’s or consumer’s perspective. For more help with your marketing content and execution, call us today!