We were talking about great Valentine's Day commercials recently and a friend of mine mentioned The Hardchorus. It's a great campaign that launched a few years back when there was a big football (er, soccer?) game happening on the same day.
"Sure," I said when the campaign was mentioned, "I remember it, Heineken did a great job, as always!"
My friend looked perplexed.
"But it was done by Puma..."
We laughed and then I thought about it a bit more. And this is actually a great example of how a brand can occupy your mind so fully. I've come to associate Heineken with football and there's no space for another brand in this neurological pathway.
Heineken has done so many great football-themed campaigns over the years that any new football-themed campaign gets linked to the brand. One-off wonders like Puma can win at the moment, but a few years down the line the connection is completely erased in favor of the stronger link of the consistent player.
What type of association do you need to create in your customer's mind? The answers will differ but the way to get there is the same — through consistent engaging content.
From the blog (not really this time)
Smart, Sassy, or Sweet: Make Your Product Speak in Your Brand Voice
This week I wanted to share with you content that doesn't live on my blog but is still mine. It's my talk from ProductLed Summit – a great virtual event that took place last week. In the video, I talk about the ways to find your brand's voice. The presentation is still free to watch but I'm not sure this will be the case for long – so register and watch now. And if you prefer a written version of this, head over to this blog post.
Hand-selected pieces for you
7 Highly Effective Order Confirmation Emails to Inspire Your Own
Confirmation emails are not just a boring transactional message - they are a way to inform, upsell, delight, and build relationships with your buyers. Here are a few great examples of emails that do this well.
My step-by-step guide to landing pages that convert
A great landing page is a beautiful and simple thing. And this post shows you the formula to create one. The above the fold section follows this recipe:
1/ Explain the value you provide (title)
2/ Explain how you'll create it (subtitle)
3/ Let the user visualize it (visual)
4/ Make it believable (social proof)
5/ Make taking the next step easy (CTA)
There are more fresh ideas in the post!
How to organize your early-stage SaaS marketing organization
Starting a company is a great endeavor and to make it work you need the right marketing team. Here's how to start - with growth marketing, product marketing, and content marketing taking the lead.
How Headspace Attracts 8 Million Leads Per Year Through Content Clusters
From long guides and content clusters to a Netflix show, Headspace is winning when it comes to content. This post covers some of the key tactics the meditation app uses to attract its audience's attention.
14 Valentine’s Day Email Campaign Ideas for 2021
Ready with your Valentine's Day emails? No, me neither. Here are some great examples that will spark some ideas.
Things I'm enjoying right now
- This great Heinz campaign — they asked people to draw ketchup. Everyone drew a bottle of Heinz. It's some great social proof that strengthens the brand's position even further (and it's hilarious to watch!)
- This animated series from Mailchimp — a new, animated comedy series about the ups, downs, and sometimes-painful truths of life as an entrepreneur or small business owner.
- This great opportunity for me to give away some prizes to y'all — just in case you missed last week's announcement: I'm running a giveaway to celebrate 15 years of blogging and the great community behind this newsletter. If you're already a subscriber, leave the same email to register your interest and invite friends for additional entries. Good luck!
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