Monkey Monday - February 25th, 2019

Cultural marketing vs product marketing

Marketing | Monkey Mondays | Communication | Branding

We've got good news and bad news. The bad news: it's Monday again. The good news: it's time for another Monkey Monday vlog! You lucky lot. Today Chris and Matt are exploring an aspect of branding we like to call cultural marketing. Never heard of it? Then you've come to the right place. Here's our handy overview:

  • What is cultural marketing? (00:36)

  • Where can I find examples of good cultural marketing? (02:39)

  • When and where should I use cultural marketing? (04:34)

This video is a response to some questions we got after our first video, so if you have any questions of your own just head on over to our contact form to get in touch.

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Transcript Show / Hide

Hi, I'm Matt.
I'm Chris, and we're from Rusty Monkey.
I think we should always find innovative ways to come onto screen like that.
Yeah, we should do. I think that was pretty good.
We're still in our warehouse/office that we're working on over the next few months to get built. Just to explain that we haven't broken into somewhere, if you're watching us for the first time. We're here to do another follow-up to our branding video. We had a few questions from some other people about this and, in particular, we'd like to talk about what we call cultural branding versus product branding.
What is cultural marketing?
Putting your core values first. Connecting with the customer through a belief message.
We're doing quite a lot of branding work for a few companies at the minute, and we've done a lot of research, and I've watched about a million hours of YouTube videos. Simon Sinek - look him up.
Yeah, check that one out, because it's key to what we're talking about. The Simon Sinek Golden Circle (which we've mentioned previously). It's led us down this road, doing lots of research, we feel very informed at the moment. So we wanna try and share some of that value with you. I've made up the phrase 'cultural marketing' - I don't know if it exists.
Sounds good though.
Sounds great, doesn't it? But it came out of a conversation we were having with one of our clients that we were doing some branding for. What do we mean by it, for a start? Well, I think it's important to watch that Simon Sinek video so you can understand where we're coming from. It's really about trying to identify that 'why' message - why you do what you do. What do you believe in?
His video suggests that people buy why you do something rather than buy what you do. So people really buy into a company's ethics and what's behind the brand.
So let's make up a business. Painter and decorator, for instance. What might they believe? They might believe that they want everyone's home to be a beautiful space that you can live in. They want calm, friendly environments that the family can enjoy, and be serene and happy in. And if he communicates that message, that that's what he cares about, then maybe he will connect with people and they will buy from him. Just a quick, off-the-top-of-my-head example.
That's good, because if you're looking to buy services from a painter and decorator, you want to know that they're going to clean up after themselves, that they're really proud of their work, they're gonna do the finishing detail really well, and you can get that across just by that simple 'why' message. Rather than just going to the Yellow Pages where every person is just the same painter and decorator - they're all identical. Where can I find examples of good cultural marketing?Apple.Bose.
So sometimes we have to do a load of market research for a client, we have to drill down to who they think their demographic is - or who we think their demographic is - and other brands that they might buy from. A lot of the companies we do work for always site brands like Apple and Bose and high-end tech companies to illustrate the kind of customer that they want to sell to. So we look at these guys a lot, we look at their marketing strategies a lot, and one thing that's really clear to us is that people like Apple and Bose do two forms of advertising. They do the cultural advertising - here's an example.
Wow, that's cultural, isn't it?
I know, amazing. Isn't that cultural. 'Is it cultural?' you might be asking. Well, that's the term we're using to describe this advertising that's trying to get across the message of their culture. What are they about? What do they believe in? And what they're trying to do by this is to get this behavioural buy-in from people that share their philosophies. Sometimes they don't even have their products in there at all. Here's the Bose one.
Yikes, no product there.
So you can see that they're advertising heavily around a lifestyle thing, they're putting the customer at the heart of everything. However, when most people traditionally think of an Apple advert, you're gonna think of the iPhone being advertised, which is a beautiful product shot with simple messages. And there's no cultural advertising in there whatsoever. So they do both. They're sometimes separate, and sometimes - like in a webspace - they might be together. If you check out the Bose homepage, it's a mixture of product and cultural. They're doing two things. They're communicating this 'why' message, this belief message, and then they're moving on to how they can make that happen, and then they're finally saying what they do and they're showing off the products as beautifully as they possibly can. When and where should I use cultural marketing? Understanding your customer's journey can help with this. Get your cultural message in early so that you stand out.
When and where to do these different forms of marketing is a really interesting question.
We work with a lot of mid-size global businesses and it's amazing how many companies don't actually do any of the cultural marketing, or the 'why' message, they just literally focus on product. And you'll see it over and over again. But if you do a bit of that 'why' message - why people should care about what you do - then you're gonna get better results at the end of the day.
This is something that we will probably bang on about a lot - the customer journey. Because trying to determine when and where you advertise which type of marketing can be really complicated, and the better you understand your users and your customer's journey, the better you can expose them to that cultural marketing. For example, if we go back to the painter and decorator guy - maybe you see his van driving down the road, and you clock his name and logo, so you look him up online. What we would want to see there is some cultural advertising straight away. We wanna get that in the customer's head as soon as they look this guy up. You can do stuff with online marketing to make that happen - so as soon as they visit your website, you can capture them, you can re-target them through social media and through Google remarketing, so you can actually put cultural adverts to them straight away. You can put videos that communicate that belief system and that lifestyle over to them, and once they get that brand association, that's when they'll make that behavioural purchase.
Yep, and it's a really easy win. Considering so many people aren't doing it, if you do it, you're gonna get results straight away.
And once you've got that message, life's so much easier, because your marketing can take care of itself, and it's not hugely expensive to do and get right. So they are our tips on cultural versus product marketing. It's a much bigger story, but that's our quick overview.
And we're gonna put a few YouTube links at the bottom which will help you understand more - if you want to explore this a little bit more, they're really good. And that's probably it for today. We'll join you on another vlog very soon.
How are we gonna leave?
Let's run!

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