Marketing should be summarized in this sentence: “Do It Well & Make It Known.” Do not try to convince anyone. Your work can be your best argument, your best advertisement. But you must show it.
I am always surprised to see how great companies and people don’t see the value that their daily work has for their potential customers and the general public. One of the clearest examples are those companies that don’t show their work on their sites.
For my part, I love those artisans who allow us to discover their work process. There’s no better advertising for their products than showing how they are created.
A good example of this is Geoffrey Franklin, who runs Walnut Studiolo and designs leather accessories for bikes.
Another good example is Norman Vilalta, a shoemaker based in Barcelona. The videos I found about his work are great, but his website still is under construction.
Or chef Murray McDonald and his restaurant at Fogo Island Inn.
But beyond videos, images or websites, this week I’ve been able to experience a great marketing strategy based on the principle of “Do It Well & Make It Known”.
A few days ago, I received an email from the European Institute of Design (IED) in Barcelona, announcing a workshop on Co-creation and Service Design. The workshop would be hosted by Mercè Graell, coordinator of the master in Design Management and Design Manager at Designit.
I didn’t hesitate a moment to register. The workshop was fantastic and I met a lot of interesting people.
Which is the product of an institution of higher education? Training. How can an institution show the value of its training? Allowing the public to participate in one of their courses.
Do not try to convince. Show it.
Obviously, the example of IED Barcelona requires extra resources that limit the number of times it can be carried out and it’s only accessible to a small number of people because of the seating capacity.
A lighter “Do It Well & Make It Known” strategy, such as a video, is more affordable and would have reached a much larger audience. However, the people who made the effort to go to the IED Barcelona and participate in the workshop were much more inclined to purchase the “product” than those who have simply seen a video.
As usual, the answer lies in the combination of different strategies. But whatever you do, always show your work!