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Okay so maybe you do need to know some marketing jargon - your CPAs from your CPUs and your ACPs from your ABCs, buy beyond that, there's a whole lot of crap out there that you just don't need to care about.
Forgot the marketing jargon: The only brand marketing terms you need to know are right here
Instead, I've put together a very quick and very useful guide to the terms I use to help people really understand what's what when it comes to brand marketing comms.
Situational Relevance
Situational relevance is the art of placing your brand in the middle of a situation where you can be relevant. It is a simple challenge not to shoehorn yourself into what looks and smells like a great marketing opportunity but actually bears no relevance to what you do, or the problem you solve.
Situational relevance at its finest is M&S strawberries during Wimbledon or paddling pools at the start of a heatwave. They get far more obscure and interesting but the knack is to make sure you fit with the mindset of the audience in a given situation.
The Messy Middle
The messy middle is everything between what you do and what your customer actually wants. It's messy because often bits have dropped off, been neglected, are irrelevant or out of date. And the problem here is that it all confuses the way you talk to your customer about the problem you solve for them.
The messy middle usually includes your vision, mission and values as well as your USPs, customer personas and key messages as well as a load of other stuff depending on your business type and routes to market.
Trigger Thinking
Understanding the difference between a struggle and a trigger in your marketing strategy is a game changer. A struggle is a wider annoyance like a back ache. A trigger is what pushes a customer to take action and buy something - in this case, not being able to sit in your office chair because of the pain.
If you can market to the trigger and not the generic struggle, you'll engage your audience far more easily.
Read more about trigger thinking here.
Post Visitor Awareness - the one for brands with visitors
PVA is a mega part of your marketing strategy if you welcome visitors to a location, and it's all too often overlooked.
Post Visitor Awareness is the bane of the customer's life and it's your job to make sure it doesn't happen.
PVA is the situation when a customer finds out about a key part of your experience after their visit, leaving them frustrated that they missed something fun.
I have a full guide here on how to avoid PVA.
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