An inside look into Brand Purpose and Strategy at SXSW. As seen in PRODU, full interview below.
What is Marketing Venture and what is the philosophy?
Marketing Venture is a marketing consulting firm that focuses on Smart Growth by putting strategy and storytelling at the core and working as one.
As illustrated in our tagline, we transform marketing spend into capital.
Simply put there are two ways to drive growth, either by adding or multiplying. We are artists, scientists and soldiers that help companies craft their Big Picture and find their multiplier effect so they can create the highest output for the least input. Anyone can promise the highest output, but it’s always at the expense of a higher input which includes hefty investment in sponsorships, events, advertising, and so forth.
For us, more should not cost you more because then in your bottom line you are only adding (at its greatest), not multiplying. We think and act like entrepreneurs, empowering our clients to solve problems creatively and effectively not costly.
Why is there a need in the market for Marketing Venture?
We identified that there is a gap in the marketing world and many misperceptions as to its value and potential. There is growth, but in my roles I would always seek for a smarter way to grow, and that’s how Smart Growth came to life, through a series of applied frameworks that delivered results at Teads, Sony Pictures, Facebook and other accounts.
Previously I served as VP of Marketing LATAM at Teads where I was tasked to launch it in LATAM from ground zero when they were named Ebuzzing. More than four years, six awards, one hundred events and three thousand news clips later, Teads has become an established force to be reckoned with in advertising. All that with a budget that represented less than 3% of total sales and a talented team that could eat one whole pizza – not even two like Amazon’s infamous two pizza rule.
Strategy and effective storytelling are hard to come by because in order to multiply they have to act as a duo and adapt fast to today’s changing ecosystem.
Usually you either find strategy and storytelling sold separately because they are treated as different fields or for different purposes. The truth is that there is only one purpose, that of the brand. Storytelling is more than communications or PR, and strategy is more than a business plan.
Like the cartoon illustrates: no kid or adult ever says: “instead of a story, read me some branded content”.
Our value-driven approach creates empathy, brand value and communicates the brand’s ‘powerful truth’. We reconcile the need of both the company and the user, delivering upon content that takes a human form and creates emotional connection, putting more weight on connection and impact than empty metrics, or short-term gains.
Why emotions matter? What if I told you that they even matter more than awareness?
As Harvard research suggests, 95% of purchasing decisions are unconscious and based on feelings. In fact, we are said to be feeling machines who think. Hence the contradiction between what consumers think and how they act.
As marketers, to quote Kai Wright, our purpose is to change consumer behavior. Awareness is not an objective, our objective is to shift consumer behavior. Awareness is meant to shift behavior, but in practice many times that Big Picture gets lost. We help clients understand, define or reassess their Big Picture so they grow fast and sustainably.
Emotion-based campaigns should exist all throughout marketing activities, not only in advertising, but when applied as well when investing in something as big or small from events to branded goods, or when crafting the strategy and storytelling for a company.
Believe it or not there is also a strategy to something as small as a branded good, to give you an example, a napkin can be used a sales/conversion tool if you attach a menu, or a QR code, more than plain awareness with a logo. For a branded good, a pen, water bottle or glasses can be more than what they appear. A way to optimize investment of these goods, is by increasing its usage and frequency by thinking of the value they bring to users and what are the touch points.
To give you another example for PR, it’s more than how many press release you write. But how many are picked up and what percentage is your qualified audience.
The list goes on, these are just a few examples of how Smart Growth is more accessible than we may think.