I don’t mean to brag but the Man Friend (yes, we’re married but I call him this so he maintains a bit of anonymity…and it amuses me) and I just got back from a two-week long trip to Europe. We spent 10 days in Paris, and I was awestruck by the effortlessness of their traditions and routines. Shops closed for at least two hours for lunch daily and, more often than not, restaurants wouldn’t be open from 2pm-7pm. There was a focus on simplicity: local food, fresh flowers, reasonable portion sizes.
While I love being an American (and a Texan, at that!), it was really refreshing to slow down and just simply appreciate things. Savoring your meals, walking through parks, smelling fresh flowers, admiring artisans from sculptors to cheesemakers. It was an interesting step away from big box stores and the hurriedness of American commerce.
So what does this have to do with marketing? Everyone has heard of the acronym “K.I.S.S.” at some point in his or her life. Standing for “keep it short & simple,” this little word is a perfect way to remember one of the basic building blocks of marketing. Overwhelming customers and potential customers with too much information can detract from the end goal. Marketing, in itself, is the attempt to gain new customers and keep existing customers engaged.
One of the best examples of where to keep your marketing simple is a business website. Everyone has encountered a site that just has way too much going on: “novels” written on each page, zero navigation, no search bars. It’s frustrating for your customers to not be able to find what they’re looking for. So, this is where KISS comes in!
Marketing = Simplicity = Happier Customers
SDB can tell you more!
According to an article published in the Harvard Business Review[i], customers are looking for three things: ease of navigation, trust, and assistance with making decisions. Essentially, the authors are saying that providing extraneous information is, in fact, detracting customers from using a site. A simple, yet effective, business chooses to incorporate these factors into their marketing model in order to encourage customers to enjoy their experience more; if that happens, the likelihood of repeat business or referrals increases significantly.
It’s really easy to get overwhelmed with so much information at our fingertips. There are so many choices. Simplicity means making your business and products or services more readily accessible and easy to work with. Customers are looking for an experience that doesn’t waste valuable time and still provides them with the end result they’re looking for. Having a marketing team that understands the balance between just enough and too much is a critical part of your job plan…and SDB Creative Group team definitely knows their stuff.
So now…when can I go back to Paris?
[i] Spenner, Kevin and Karen Freeman. “To Keep Your Customers, Keep It Simple.” Harvard Business Review. May 2012. 09 Nov 2015. https://hbr.org/2012/05/to-keep-your-customers-keep-it-simple