Dyson is a fantastic case study to explain how marketing is so much more than just creating a logo or a website or socials. It extends into every area and aspect of the business, and that's something that we do well at at T.I And it's it's hard to explain to businesses. And I think that Dyson allows me to kind of break down how it plays a vital role in all areas of the business. So I love Dyson. They are fantastic engineers of products that are so different that you cannot buy anywhere else. the are fantastically designed. They just look like quality. They look like luxury. They're explained and articulated and very simple terms. They've done a great job of in mall installations that are rooted in education. But what I love the most about Dyson is their customer experience and how powerful that is for customer loyalty and why I am more inclined to talk and to share about them on socials in a very natural and organic way because of how well They've treated me as a customer. So I bought the airwrap about seven, six years ago when it first came out. It's become viral now on Instagram. You almost can't I mean, you're on my feet. You can't open up Instagram and not see something grow with a airwrap tutorial. I bought this years ago because I love technology. I've made technology free. If you come to my house, I got everything like my toaster screen on it. So anyways, I've had it for several years and I've had it break down a few times. Nothing like serious, like typical wear and tear. But I contact customer service first because it's it's not a product. It's like, it's like Apple. Like you can only go to the provider to get it fixed. Their customer service is through the roof. The language that they use while you're on the hold they use like fabulous customer service is great superlatives capture the brand. The the, the whole the voice has a British accent. It makes you feel like you're entering into the Dyson universe. the way in which you speak to a real human so quickly without a ton of prompts. But what I love the most about Dyson is that with this one product that I bought six years ago, plus they've replaced it for free brand new three times without question. And the last time that they did it, I had to call back twice because the product was out of stock. They allowed me to pick a new one off the website, including like whatever color I wanted. And it was the new edition because the one that I had gotten was was outdated without without an Oscar question for anything. And that results in brand loyalty. And it's difficult for for when you are wearing your marketing hat as a business owner and trying to understand, you know, where does kind of marketing play into this? Marketing is everything. It's the whole experience. It's the way that I bought off of an influencer or the Instagram ad, and it's how I keep buying because of how you treated me after my point of purchase. And that's what a brand is. It's not a logo, it's the exposure. Radiance and Dyson has nailed it. So Dyson is a great example for you to look to. And no matter what industry I want to chat about this trend that I've been noticing with bigger brands for a while. And I think it's time that smaller to medium sized businesses start introducing this trend to their marketing. So I'm going to explain it with a an example. The example is going to be Wealthsimple. So Wealthsimple is for those who don't know a modern approach to banking, they don't have brick and mortar. it's very millennial focused, very clean, very easy to understand. And Wealthsimple started by communicating to millennials, and the marketing is great. Their website is clean. It's again, it's easy to understand. It's very simple. Everything about the brand, including their name, is designed to elicit feelings of simplicity and ease. I recently saw a Super Bowl commercial, and the branding was consistent. It was clean, it was simple, it was modern. But the people that were in the ad were over 50. So you can see that they have a target market persona or a push to now start converting an older demographic because they've had mass adoption with millennials and younger. What's interesting about that is that their Instagram is very young, it's very hip, it's very colorful, it's very different than their website. Right. And they're kind of they're marketed brand. And what I love about that is that big companies are now changing their message or altering their message for the medium so that their marketing is strategic based off of who they want to speak to. So they know that the over 50 crowd is most likely not following them on Instagram, so they don't need their Instagram content to speak universally to different target market personas. They know that the Super Bowl is probably going to be an older consumer, or that's where they can convert an older consumer to check out their website. So it's it's a very interesting shift and it makes perfect sense that your Instagram doesn't have to completely match your brand guide colors and esthetic. It can fit and speak to who you're trying to to communicate with in that medium. I have a story that captures two key takeaways that I think are important for marketers and for businesses hiring marketing services. The first key takeaway is as a business owner, you need to have a clear vision and goals for your marketing before you hire a marketer. And that is going to be things like how are you going to benchmark success? what do you want to get out of marketing? Why are you deciding to hire a marketing service? The second is for the marketing service provider. When you are starting with a client, you must understand and ask why they are hiring, marketing and how they benchmark success so that you are able to understand and how they are going to see your engagement as successful. And if what you are offering is going to set them up for success based on how they deem success. So now for a client nightmare story. A few years back I had a gentleman hire T.I for his law firm, and after signing the client up, I found out that he had four other marketing agencies working on his small business and it was a disaster. There were angry emails that were sent to all four agencies where he was very pissed off and disappointed and would use very charged language that was very hurtful. As a young business owner, he would call these, you know, random ad hoc meetings that have no agenda where it was just very top down dictatorial of he was disappointed someone was on the chop chopping block. Everyone had to step it up and was using these tactics to get more out of service providers. And at the time I didn't have the experience or real expertise to navigate this kind of personality type, and it took a few months to really realize that no matter what I did, he was never going to be happy because he never sat down and created a plan for what he wanted to get out of marketing. And because these four agencies were not working together, there was no communication or transparency as to what each agency was working on to see if we were killing each other's marketing efforts or to figure out if there was ways to better synergize or work together better. needless to say, I'm no longer working with this person. But I learned a very valuable lesson that I think that you can also learn from as well, which is regardless on what side you are on, when you are deciding to work with a service provider, you need to map out what you want to get out of that relationship and engagement so that it's going to be a healthy relationship and that's really for any relationship, but it's definitely important for marketing.
