If you offer complex services, consider making a shadow brand to use as a lead magnet
We commonly work with organisations that offer complex products and services that find it hard to concisely articulate the benefits without overdoing it. So sometimes, we advise a strategy of creating a shadow brand to use as a lead magnet for people that might have an interest and need for the service or product, so that there is space to detail more about what it actually is.
Scale-up series: What are your brand ‘touchpoints’?
As a digital brand experience agency, we work with many clients from different sectors and markets, however, notice terms are used interchangeably, and wrong in some circumstances. So, over a series of articles, we wanted to clarify how we see the meaning of industry terms, starting with brand touchpoints.
What invitational marketing is, and why your strategy should include it.
The focus of invitational marketing is on creating an enjoyable experience for the customer, rather than pushing a hard sell (aka persuasion marketing – we’ll cover this soon). The invitational approach to marketing is often used in industries where building relationships with customers is important, such as in luxury goods, hospitality, and service industries.