Three predictions for 2007 marketing campaign winners

Here is a prediction from Sean X. Cummings, director of marketing of Ask.com, for iMedia’s 2007 Expert Predictions on what marketing campaigns will work best this year.   I don’t know what the positive resonance thing means, but the rest of it makes a lot of sense to me.

Campaigns that speak to truth, and give us hope. Positive Resonance = Hope. Dove’s Real Beauty campaign was able to expose the unreal body images perpetuated in society by the media. They found a way to tap into a core consumer insight, connect with their audience, and elevate their brand. More brands in 2007 will break the old habit of trying to appeal to everyone, and will seek to stand up for something, because in the end, it’s just good business.

Marissa Gluck answers thusly:

Campaigns that leverage what we’re calling “configurable culture” (i.e., user-generated content, mash-ups, remixing, hacking, et cetera). It’s pretty clear that consumers use digital technologies as a means of self-expression. Companies that are able to not only leverage this desire, but also encourage it, will strike a note with consumers. We hate the term “Web 2.0,” but for lack of a better one, we’ll be seeing a lot more of these types of campaigns in 2007.

I think these two people are really smart, and here’s what I think it all means to us.  Three approaches will be winners:

1.) Stopping the conventional “spray and pray,” unfocused marketing and standing for something with a strong, passionate, maybe even small, constituency.  Dove doesn’t sell soap these days, they sell “real beauty” to women who are tired of superficiality.  Kiva doesn’t sell foreign aid, they sell relationships with inspirational people.

2.) Tapping into a core consumer insight—that people want to be treated better.  We are all fatigued with nonstop marketing, appeals for our money, poor customer service.  Make your donors feel important, valued, treasured.  Be the JetBlue of nonprofits (BEFORE the storm!).  Ask supporters how they want to hear from you and tell them about the good they’ve done. 

3.) Giving your passionate constituents a new way to support your cause.  People want to talk in their words about you.  Let them do that.  Encourage “configurable culture.”  Here’s a nice example of it, on MySpace.  They give you cards, banners, you name it - to express the way you feel about them.

Here’s to all of us being winners this year.