3 Life Lessons that Translate to Marketing Concepts

1. Start With Yourself

We have all seen Gandhi's “Be the change....” posted as a meme on every inspirational page ever. There is a reason for this fact, it is great advice. It is pithy and practical. No one can argue the point. This concept also works in relationships, in career, and yes, in marketing. Just like you cannot attract the perfect mate or friend until you are happy with where you are in life, you also cannot attract the perfect business client until you develop a voice, brand, and professional image that you love authentically. This may seem obvious, but then why is their so much marketing content out there that falls flat on this point? 80% of the time, generic-feeling marketing content is caused by a company failing to prioritize marketing that reflects the founding mission and values.

2. You Can't Win'em All

When life inevitably teaches you what it feels like to start from a place of self knowledge, two things happen. The first is that certain people in your life fade away or abruptly break it off with you completely. The second is that people who are in a similar place of self-empowerment enter your life and stay. The same is true in marketing, and that is why so many businesses are afraid of true authenticity. These businesses are afraid of step one. They fear that when the people who don't align with the mission fall away, there will be no one left. Even though these customers are usually the kind that cause heartache (or at least neck pain), it is hard to trust that your perfect people will be waiting on the other side of this purge. Trust me, all people who experience this process personally or professionally with tell you, your perfect friends, lover, and clients are out there ready for you to tell them who you are.

3. You Don't Have to Jump Off the Cliff

I can hear my mother's voice now. It's so obvious that just because the other kids are jumping off a cliff, I don't have to. Then why do so many businesses still jump off all these marketing cliffs? I am not saying a businesses shouldn't pay attention to marketing trends, but trend examination should come from a place of reflection on appropriate voice for a brand. The latest example I have seen is Facebook Live. Every marketing trend tracker is talking about Facebook Live, and people are using it. Way. Too. Much. Before you start making videos of yourself talking about your business every single day, ask yourself, is this resonant with your audience. So many of these Facebook Live posts would be so much more appropriate on a platform like a business YouTube channel where the presentation is a little more subtle and respectful of the personal nature and urgency of Facebook. So before you jump off the next marketing trend cliff, ask yourself if it truly reflects your brand. Ignore the fear mongering click-bait that says “If you aren't using this new marketing trend, you are missing sales!”

xoxo,

Megan Hayne

Collaborative Marketing

“So we are in competition.” This statement dropped so quickly from the man sitting across the table from me as soon as I said I worked in marketing. Immediately I bristled, “I guess...If that's how you want it.” I quickly retorted. I instantly wished I had said something more thoughtful, but blamed my feeling of shock. I had come to the Freelancer's Union event expecting the same camaraderie I felt for everyone in that room.

I have met a lot of marketing professionals throughout my career, and never have felt that any one of us was in competition. In fact, I am always amazed by the fact that every marketer brings something unique. We marketers are real snowflakes.


Furthermore, some of the best marketing campaigns that I have seen lately, have come from collaboration. From Seth Godin being interviewed by fellow marketing professional Debbie Millman, to Jordan Watson and Aureta Thomollari setting the marketing trends in the art world, collaborative marketing is pure gold. Personally, some of the best work I have done has come from bouncing ideas around with friends and family.


Let's challenge ourselves in whatever profession we dwell, if we find ourselves feeling that someone is the competition, let's stop. Let's instead ask ourselves how we can collaborate. Imagine the impact we could make if we creatives all worked together!

xoxo,

Megan Hayne

Luxury marketing vs. guerrilla marketing? And what is luxury marketing anyway?

When I decided to start working as a freelance marketing professional, I decided to call my business Megan Hayne, Luxury Marketing and PR (“like” me on facebook, friends). There was a reason for this, and yes, it was because I had a bad experience. I was working a project for a very large company, and although it was a luxury product, my own beliefs around marketing felt out of place. This company was literally always having a sale and always passing out coupons. Getting many people through the door was their number one marketing priority. Did this result in sales? Sure, but it also resulted in people running out the door and embarrassment. Usually it was price shock that sent them running. This process was exhausting for someone like me. I love upfront price transparency from a business, and I absolutely hate wasting people's time. In a guerrilla marketing company culture like this, employees are taught to say anything just to get people through the door. There are many cases when these unsuspecting customers have no idea that they are in for the hard sell.


Luxury marketing can be different. It can come from the realization that not everyone is your perfect customer. Inherent in luxury marketing is the understanding that the more people know about your product before they walk through your door, the better. This doesn't mean that you have to paste your prices up on your door like a menu, feel free to sell the value of the product first and tailor the product to their needs. However, isn't it better for people to know the basic “ball park” pricing? If your product costs upward of $1000, you don't want someone walking in expecting it to be $100. Why waste a person's time when they can't afford $1000? Why waste your own? Luxury marketing is about telling your story and putting out content that is valuable and impactful. If you provide content with substance, it might reach someone on an intellectual, or better an emotional level. People might even want to share the content you are creating. In luxury marketing it is less about having a 50% off sale, and more about collaborating with another person in your space to write an interesting article about your profession. Luxury marketing is about showcasing your creative process and giving people insight into your world. It is about getting the “right” customers coming through your door. When they walk in your store or click your link, they may already know about your legacy, your passion, or even your opinions about life. These customers are the people that already think they might want to give you business.


Guerrilla marketing works best for necessity goods and mass markets, not luxuries. I love clipping coupons for my groceries. I am also willing to pay more for the fresh baked today baguette, and I don't expect that to be as inexpensive. I know there is a difference between a $5 necklace, and a $1500 necklace. When I walk into a fine jewelry store, I know what to expect. There is a time and place for that $5 necklace, but it is no fun for anyone if I walk into a diamond shop expecting that $5 piece. Luxury marketing is for me because I like to call a diamond shop a diamond shop. It saves everyone so much time and energy.

Meal Planning

Ever since I left NYC for this less urban life, I have been really good about meal planning. I like to use this cute little refrigerator magnet shopping pad to keep track of kitchen needs throughout the week. My husband and I have both been noticing the health benefits from simply eating out less. Pinterest is my best friend when it comes to meal plans, and I love to cook. The hardest part by far is the actual trip to the grocery store. For some reason there are a million great grocery stores in Vancouver, WA, and they are all busy all the time. I find that if I buy a special treat for myself, it sweetens the experience, and makes me more inclined (This is also an important marketing concept. See The Power of Habit).

Despite my health nut past, I have always been a major caffeine addict. These sweet little organic energy drinks are my once-a-week grocery store treat. They taste so good, and give me extra energy to put all of this away!

xoxo,



Megan Hayne