Paintings and promotion are made for each other, and this week’s tear proves it.
He has collaborated with manufacturers such as Nike, Heineken, Crocs and NBA… After all, it’s not just a question of sales.
He is also a vital artist in his own private genre, a luminary of the Isabella Stewart Gardner Museum, and his works have been noted everywhere from NBC to The Washington Post to Hypebeast.
Within the Venn diagram of painting, pop culture and promotion, Matt Zaremba lives squarely in the bullseye.
And it makes me think I can, I must Indeed get enthusiastic.
1. Do you want to advertise your product? Personify it.
You get the feeling that Matt Zaremba’s ideas are always in story mode.
Take part in an updated collaboration with ASICS on an older, archived running shoe: When asked how its employees engaged in the “Small Wins Add Up” campaign to sing their own praises of the shoe, Zaremba doesn’t bat not even the eyelids anymore.
“First of all, everyone knows that you will have the chance to run in this edition, on the other hand 98% of the people who buy the shoe don’t run. They’re just checking out to look cool, most likely in a city somewhere… They want to be hip,” he tells me, seamlessly telling a story about who this desired customer might be. (He’s not wrong: I simply bought some $160 Cloudnova shoes to look nicer while running… commissions.)
“Then I ask myself: ‘What is the feeling? This product fits perfectly into a room… What does it look and sound like? Does it have a complement? How can we personify it??’”
From there, his staff starts riffing – talking about the state of the world right now, and how everyone seems to be a little exhausted, and sometimes the best way to just get up in the morning is key. realization – and voilà. An advertising and marketing campaign is born.
“Exactly, we were just given this idea that small victories add up. So let’s get back to the planning phase… How can we visually represent the small victories? How can we give a little wink to the race, and at the same time keep the human phase that people have a wide variety of small victories that they will have to achieve fun?
Zaremba does this for all of its promotional campaigns, and it’s good advice: try to capture the snippets of your product and what story people will tell themselves once it’s acquired.
And think outside the norm in the case of that story: it’s you Safe could you sell a running shoe, or are you really selling the message that little wins?
Because at the end of the day, a Stanley is just a water bottle with a really interesting story.
2. Don’t use the main idea that comes to mind: look for the liveliest angle.
One of the campaigns Zaremba is most proud of is the one he did with Nike a few years ago. It was once a huge 2d for him: at the time, Nike was once one of the biggest manufacturers he had ever worked with.
Zaremba knew that it would be easy to connect with one particular famous and well-known person. He might attach LeBron’s shoes and come into contact with him one day. (Relatable, I know).
On the other hand he didn’t want to do it.
“The shoe reminded my staff of our early existence – it more or less drew from the Sandlot (the film). So we decided to take a second to duplicate our private personal. We did a yearbook photoshoot of all our actual employees wearing a special jacket we made, along with their footwear. And we had the background with the cloud of the school picture.”
“We pitched the sales marketing campaign like this: “This is who we are and who we are is the same as you.”.’”
I must admit that most marketers don’t often operate on budgets the size of Lebron, on the other hand the takeaways are however: your first thought is most likely the one that’s too obvious, and also you’ll need to keep taking into consideration . Unexpected angles will surprise your target audience and really make them feel like they’re seeing something new.
And ideally, they’ll see pieces of themselves also for your promotion.
3. Your promotion, advertising and marketing must make your buyer feel truly confident — not insecure.
Taste is a notoriously destructive industry for trust. Many kind and excellent looking manufacturers thrive on making their buyers actually feel less than. They would really like you to kidnap him, you might not be cool Howeveron the other hand you will be while wearing those jeans or that jacket.
On the other hand, Zaremba calls it a crude promotion of “empty power and empty clothes.”
“Positively, you will have the ability to find a group of people that you will have the ability to expand with because you are showing them what they are not. Then, in the future, they will find a brand that really makes them feel sufficient and they will switch to that brand,” he says.
His modus operandi? Be as humble and relatable as possible: “Tastemakers must deliver changes on your style and customization journey. I don’t want to get into the whole approach right down to people and say, ‘Oh, you don’t know this musician?’ I would almost say, “You have to check this out.” There must be no ego in it.
Whether or not you’re a B2C or B2B marketer, the sentiment remains: personifying your brand because “cool guy” works for some manufacturers, on the other hand what works best for many is simply being helpful, curious and provocative.
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