Marketing Theme Ideas
Marketing comprises many activities that help businesses sell their products to consumers, including creating, communicating, delivering, and exchanging offerings for target audiences. Marketers must consider how, when, and where to communicate their messages. Along with thorough research, creativity lies at the heart of most successful marketing campaigns.
A strong creative strategy strikes on themes that evoke positive responses from target audiences. The following lists some common themes found in successful marketing campaigns.
The Theme of Affordability
Across all types of industries, and especially during difficult economic times, consumers care about prices. Therefore, it isn’t surprising that marketing the affordability of your product stands a good chance of attracting positive attention from the target market.
But the affordability theme doesn’t work in all circumstances. If you compete in the luxury goods market, promoting your product as affordable might actually alienate consumers who purchase items for the status that high prices imply.
The Theme of Exclusiveness
The theme of exclusiveness appeals to consumers’ desires to belong to a special club. Exclusiveness appeals to people who want to associate with like-minded people of similar—and presumed better—tastes. Companies marketing with the theme of exclusiveness do not expect to take the lion’s share of a market, at least not in the short-term.
The true success of an exclusive-themed marketing campaign reveals itself when the number of consumers reaches a critical mass well beyond the VIP crowd. Marketing to a self-styled, exclusive audience has its disadvantages. Brands that fashion themselves as better may face the wrath of masses associating your goods or services with snobbery.
The Theme of Urgency
You’ve seen the urgency theme: you have to buy this now because it won’t last. But a lot of marketing happens in a time-sensitive context. The day after Thanksgiving—Black Friday—inspires an annual marketing (and shopping) frenzy. Other holidays, such as Valentine’s Day and Mother’s Day, bring consumers similar urgent calls to action. Often, the urgency theme relates to the theme of affordability by advertising special sales. Savvy marketers can learn to use many types of events, and even to create them, to inspire consumers to buy products or, at least, to build brand awareness.
The Theme of Anxiety
The theme of anxiety relies on consumers’ insecurities and sense of vulnerability. The storyline for an anxiety-oriented marketing campaign typically begins by identifying a threat and resolves itself by providing a solution in the form of a product or service. Often, these types of marketing campaigns use subtle messaging to tap into consumers’ desires to feel safe, clean, sexy, or to be a part of something larger.
These types of campaigns thrive in many industries, especially hygiene and cosmetics. The main risk for an anxiety-themed marketing campaign is alienating consumers who may feel offended by implied messages of inadequacy.
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Posted in Marketing Ideas | 
Tags: Creative strategy strikes, Marketing, Successful marketing campaigns