Or maybe the situation is not as new as it seems? If we
look back at history of humankind, it's possible to find a pretty big heap of examples when people, even nations, were attracted to some new and risky idea (product, service ect.). Why they did it? Well, right time and place also mattered a lot, but good marketing and promotion have always been inseparable from ANY kind of activity that needed mass participation. New political ideas, new product issuance, new service – they all needed (and need now) somebody to present it to the public. Influencers and ambassadors of those times had far less means of communication that we have now, still they managed to spread the idea to masses and lure target audiences (sometimes even more than they initially planned). Actually, all they had was their voice and language…
On August 28, 1963
, American civil rights activist Martin Luther King Jr.
delivered his record-breaking speech "I Have a Dream
", the world-hailed masterpiece of rhetoric. What was the secret of such incredible popularity? We are sure that the key to success was "Easter eggs" – allusions
to the facts and issues, well-know to audience. The speech was dealing with the serious issue of racial equality, but what about the words?
The dream was said to be a part of American dream – the concept known and loved by all the Americans (and not only). That definitely worked out well. Then, Americans are actually a kinda religious nation, especially in those times. King appealed to Bible many times – what could be more trustworthy than faith?
People of all nations are proud of their history. They love celebrating the remarkable dates, as these events bring the unity. King's speech invokes pivotal documents in American history, including the Declaration of Independence, the Emancipation Proclamation, and the United States Constitution, that people were (and are) proud of. The allusion to Abraham Lincoln's Gettysburg Address by saying "Five score years ago ..." produced the unbelievable effect!
People are different – with different likes and preferences, but single background may work as a miracle. In the aforementioned situation, the idea of narrowing target audience was not what was needed. And the appeal to most common values and ideas was pure success.
Let's come back to present days. To figure out that background and values of your TA, you may need a research – that will increase the scale of your success. Properly created content alluding to those values is a must for good marketing strategy. And who will make your success come true? Awesome and experienced marketing agency, of course! Right as we are