[rev_slider Movements-Blog]

Whether your a nonprofit with a cause or a startup with an idea, at some point, I’m sure you’ve wondered whether your passion would ever catch spark with others. Creating a movement that matters is more important today than ever before.

It’s clear, what fuels movements is more art than science and not everyone has the advantage of chemically inspired insanity. The idea matters, but it’s really the tipping point, created with art AND science, that creates movements that matter.

I’ve learned a few things about movements over the years and I wanted to share with you some of the key insights I’ve found in creating movements.

Social Proof Is Important for Movements That Matter

Relatively quickly, it will be important to develop your followers. You’ll need to show you aren’t alone  in this idea. BUT, you’ll need those followers to be just as into your idea as you are. These “early adopters” have distinct profiles – figure them out and speak to them. This is the time vs. money stage. There are plenty of things you can do for free, but they take time. Decide which is your most valuable resource.

Social Media Matters – But So Does Real Life

Social media isn’t where ideas are born, it’s where ideas are spread. The idea and the collaboration of said idea almost always takes place offline. Don’t be afraid to use your offline connections, whether they’re on social media or not, to help fuel your movement.

And don’t discount traditional PR tactics as well, they play nice with social media and one will help the other. And the end game isn’t about HOW it happens, it’s THAT it happens. Give your movement every chance it has to survive.

Tweet: “Give your movement every chance it has to survive.” – @taracoomans

Passion or Quantity?

You’ll want influencers, but you’ll want to make very sure your target audience relates to them, even if they don’t totally resonate with you.  You aren’t marketing to you, you’re trying to get some collective steam. And your influencer’s community is balanced by the passion of that community.  There’s an inverse correlation of number of followers to passion. Think of it as a circle, the bigger the circle, the further from the center more and more people are. So ask yourself, does passion matter more than people? The answer may surprise you.

Tweet: “There’s an inverse correlation of number of followers to passion.” – @taracoomans

Movements That Matter Peak At The Right Time


It’s true with celebs, startups AND movements. Just about the time your tired of seeing the same messaging is about the time that anyone takes notice. Again, inverse effect, you say “no one’s responding,” just as they are starting to take notice. Breathe.

Tipping points have a timeline of their own, you can’t rush them. It WILL happen.

The bigger concern is peaking at the right time. Peaking at the right time could correlate to internal or external deadlines. What happens if your movement peaks too early? Will you be ready?  You can’t totally plan for peak time, but you should make sure you don’t peak too early. Think about what peaking at the exact right moment looks like and work backwards from there – what’s it going to take (planning, time, money, people)  to create enough energy for that exact moment? And remember, in a world where we’re constantly inundated with messages, rallying people usually takes longer than you think it should. They used to say that it takes 7 exposures to a message for someone to remember the message, in today’s message cluttered world, I’d put that at closer to twelve.

You’ll Know When The Tipping Point Happens

If you don’t know whether you’ve hit tipping point, then you haven’t yet. When tipping points happen, there is nothing you can do to stop them. You are no longer in control. This is a crucial moment. As Derek says, you want to treat your community as equals, empower them, let them stand for you. Conversely, at this point, you’ll need to be more and more clear on your message. I’ve seen movements become something completely different than the original intent because of unclear messaging at this point. Movements that turn into disorganized mob scenes aren’t effective, even if they are riveting to watch. Mob scenes are good for word of mouth, but they aren’t very good for conversion.

Tweet: “Mob scenes are good for word of mouth, but they aren’t very good for conversion.”- @taracoomans

PS:When you’re feeling alone and isolated about your movement, watch this this short TedTalk by Derek Sivers.

Epically true, right?  I love this line: “The first follower is actually an underrated form of leadership.” What’s you’re biggest take away?

Poodle Mafia Startups Marketing and Branding - Darth Vadar

Ah, the early adopter. They’re the people who grab on to things first, they start trends and they are influencers in their respective communities.

Whether you’re a startup, a movement or a personality, you need these early adopters. Marketing to early adopters can be slippery though, what they grab on to is almost entirely motivationally based. In other words, toss out your traditional “Three P’s” of marketing if you want to capture this crowd, you’re going to need to think through what makes them tick.

Whether you’re building a product or starting a movement, keep your early adopters in mind. Early adopter marketing will be easier if you keep these strategies in mind.

Early Adopters Value Intellectual Stimulation

It doesn’t matter what your target market is, a certain segment of them are early adopters and early adopters like to be challenged and stimulated.  Puzzles and quizzes are intriguing to these people, but they get bored easily, so make sure the content matches the intelligence level.

Don’t mistake this to assume that every puzzle or quiz is intriguing to early adopters. They aren’t necessarily the “Buzzfeed” quiz takers. They like to learn and be challenged but they aren’t interested in dumbed down versions of anything. By the time something has caught mass adoption, early adopters have either “been there/done that” or are already deeply engaged in using the product.

Early Adopters Have High “FOMO”

Because they value their role as early adopters, they never want to be “out of the loop” or miss something that’s particularly cool.

Tap into that “Fear of Missing Out” during the earliest stages. Give them ways to be cool to their community by letting them be the gateway to a broader audience and you’ll be tapping into their desires to be seen as an early adopter.

Google generally does this really well when it launches products. It does an initial invitation to known early adopters and gets everyone else clamoring to be part of it in the first phase and SEEN as an early adopter. Google definitely has marketing to early adopters down.

Early Adopters are Attracted to Art, Emotion and Adventure

Perhaps more than any other target market, early adopters are pulled in by emotion, art and adventure.

This is one reason why Apple’s early emphasis on design caught on with early adopters, they loved the elegance of the product and interface, the art of the experience.

Remember, art, emotion and adventure can happen online and offline. This is a place where you can really get creative and have some fun. It’s also easy to identify these people based on where they go because events like TED and TEDX inherently draw early adopter personality types.

Because of this constant searching early adopters have, curiosity is a primary trigger for action. Tripping the curiosity trigger requires some thought because early adopters aren’t generally suckers for the usual mass-marketing techniques; they’re a little more sophisticated than that. You’re going to really have to think of something that genuinely makes them curious.

The “Why” Seriously Matters

Early adopters are very observant, they generally see through tactics and need a reason to be inspired.  Your marketing message to early adopters needs to be centered around something inspiring, something bigger than the features of the product.

Instead of focusing on product features, tap into the deep intellectual and emotional reservoir of early adopters and give some insight to them about why this product or movement matters. You’ll likely need to do some message testing here, but it will be worth it once you hit on the “why” that matters most.

Don’t Confuse Early Adopters for Extroverts

It’s easy to lump the two together, but research shows that messaging that targets extroverts actually repels early adopters. Early adopters like intrigue and creativity, they aren’t particularly attracted to social attention in a public way. This doesn’t mean they aren’t on social media, it just means that their triggers are different. They like to have their role as early adopters confirmed, but they also like to be the messenger of that delivery.

 

In your experience, what motivates early adopters?

 

This blog originally appeared on akamai-marketing.com

Poodle Mafia Marketing Branding PR for Startups Movements and Personalities - Donald Draper Quote

I’ve been running a digital branding and marketing firm for over 8 years now. It’s been an incredible journey. And while that business has served me well, it was time for a brand refresh.

Deciding to re-brand wasn’t an easy decision, but I did for very strategic and focused reasons.

After operating for the last 8 years, I learned more about what kind of people I work best with and the kind of work that inspires me.
Inspiration is important in my world.
When everyone is inspired, magic happens.
I decide to choose to be inspired, so Poodle Mafia is selective about client and collaborators.
I work best with people as inspired as we are.
Inspiration. Passion. Magic.

Entrepreneurs, Change Makers, Leaders.
Poodle Mafia welcomes and invites passion.
We know that passionate people are sometimes “hard to work with.”
We’re not scared about that.
We want to partner with people who care about their business.
That’s why the areas of focus for Poodle Mafia is startups, movements and personalities.
That doesn’t mean we don’t work with businesses outside of those areas, but those are the areas we’ve consistently found the kind people we want to partner with.

But why the name?

I firmly believe that the best marketing is part science, part art. I enjoy those contradictions and I wanted a brand that reflected those contradictions.
I wanted something that had personality and reflected our drive and our willingness to go over and above.
I wanted a brand that was also fun and memorable.
So I started thinking. Tossing out ideas to other creatives. We came up with some fun and interesting ideas. But there was one phrase, which my husband actually uses which I could not get out of my head.

We refer to our two Poodles, Stella and Zoe (you can find them on Instagram under #PuppyStella and #PuppyZoe) as our “Poodle Mafia.” Once I started trying that name out on people, they couldn’t get it out of their heads either. I continued to play with other ideas, but Poodle Mafia would NOT go away.
It wouldn’t go away because it’s not only memorable and fun, but it’s a reflection of my approach to marketing. I know Poodles to be elegant, but also complex and full of contradictions and surprises. A lot of people think of Poodles as fluffy show dogs, but there is a lot more than a pretty face. What many don’t know is poodles are excellent hunting dogs, they’re also extremely loyal to the pack. In many ways, that’s what Poodle Mafia does for you: hunt for your customers and turn them into your pack. More importantly, we’re loyal and dedicated to our clients.
But there’s something else, Poodles are known as some the smartest dogs in the world.

Now that we’ve covered the “Poodle” part, why did we chose the word “Mafia?”

I naturally gravitated towards a word so polar opposite of the image of Poodle.
But there was more.
I’m a bit of a creative and a bit of a rebel. I’ve always marched to the beat of my own drum. “Mafia” reflected that.
Mafioso are known to write their own rules, to go against the grain. Entire industries have started because of the Mafia. Yet, for all their rough and tumble, there is an elegance, pride and no small amount of their own code of ethics. That’s us. We don’t follow the “rules” just because there are rules. We have a strong code of ethics, but we’re not afraid to rebel, take risks or rewrite the rules.We often say, when the pack is headed in one direction, that’s the perfect time to head in the other. That’s how you stand out. That’s how you make waves. That’s how you get the creative juices going. And that’s what we like doing.

In short, now that digital marketing has firmly left it’s infancy behind, simply HAVING a digital presence isn’t enough. It’s time to standout, break out or break in with creativity, intelligence and yes, a little rebellion. Poodle Mafia reflects that next stage of digital marketing.

So if you’re looking for an elegantly aggressive digital marketing and branding company who prides itself on elegance and rebellion, then we should talk.
[link_button link=”http://poodlemafia.com/contact-poodle-mafia-digital-marketing-and-branding-silicon-beach” size=”large” color=”#000000″ align=”left”]Contact Us Today[/link_button]

 

 

Thanks for reading,

Tara-Pink-Transparent

P.S.: Over the last 8 years, Poodle Mafia’s team has been better known as Akamai Marketing.

P.P.S. All the blog posts from Akamai Marketing will remain there, and some will be published in both places, but in the future, but the primary blog spot will be here.