The secret ingredient to great marketing
Robert Rose once said, “Marketing is telling the world you are a rock star. Content marketing is showing the world you are one.” This sentiment is more relevant today than ever before. In an era where consumers are bombarded with advertisements at every turn, the challenge for businesses and communities is not just to be seen but to be felt, experienced, and remembered.
Too often, marketing strategies focus solely on maximizing visibility—reaching as many sets of eyes as possible. While visibility is undoubtedly crucial, it is only part of the equation. The most successful marketing efforts go beyond what can be seen; they engage multiple senses and, most importantly, the imagination.
Humans perceive the world through more than just their eyes. Touch, smell, taste, and sound play equally significant roles in shaping our experiences and memories. The most compelling brands understand this and craft their messaging accordingly. Consider the impact of music. A song from childhood can instantly transport us back in time, evoking emotions and memories long forgotten. The music that accompanies the Olympics, blockbuster movies, or TV shows is deliberately chosen to stir powerful feelings and associations.
Similarly, a restaurant’s success isn’t solely dependent on an attractive menu. The aroma of freshly brewed coffee, sizzling steaks, or warm bread triggers cravings and anticipation. In real estate, home staging is about more than furniture placement—the scent of fresh-baked cookies or a well-placed cozy blanket can make a house feel like home.
Even in the automotive industry, car manufacturers know that the “new car smell” and the smooth feel of the steering wheel are as important as the design and specifications. These sensory elements work together to create an immersive experience, making consumers feel emotionally connected before they even make a purchase.
Beyond engaging the five senses, the most powerful marketing tool of all is imagination. Imagination-driven marketing enables potential customers to envision themselves with the product, within the community, or experiencing the service before they ever interact with it in reality. Some of history’s most successful marketing campaigns thrive on this principle. Decades ago, cigarette ads didn’t just sell tobacco; they sold the idea of rugged individualism through the Marlboro Man. Nike doesn’t just sell shoes; it sells the dream of athletic greatness through the image of Michael Jordan soaring through the air.
This strategy extends to every industry. Fast-food commercials don’t just display food; they create a craving by showing a close-up of a sizzling burger or an ice-cold soda being poured over ice. Car advertisements place viewers in the driver’s seat, cruising along breathtaking landscapes, not merely listing vehicle features. Weight loss programs promise transformations by showcasing aspirational before-and-after images, allowing potential customers to imagine their own success stories.
So what does this mean for businesses and communities today? The takeaway is clear: don’t just present facts—tell a story that allows people to imagine themselves as part of your vision. A town with a rich musical heritage shouldn’t just advertise concerts—it should make music an integral part of the visitor experience, from street performers to interactive music exhibits. A city that prides itself on its barbecue culture should do more than list top restaurants; it should evoke the sensation of smoky flavors in every piece of promotional material. If a community brands itself as an artistic hub, then it should ensure that art is visible, interactive, and immersive at every corner.
It’s also important to distinguish between branding and marketing. While closely related, they serve different purposes. Marketing is the tactical execution of spreading a message—advertisements, promotions, and outreach efforts. Branding, on the other hand, is the soul of a business or community; it’s the emotional and psychological association that people develop over time. A successful brand embodies its values at every touchpoint. If a business claims to prioritize sustainability, it must show this in its packaging, community efforts, and partnerships. If a town promotes itself as a family-friendly destination, every park, festival, and attraction should reinforce that identity.
The best marketing doesn’t just tell people what you are—it lets them experience it, even if only in their minds. To truly captivate an audience, businesses and communities must ignite the imagination, engaging the senses in a way that creates lasting emotional connections. As Albert Einstein once wisely said, “Logic will get you from A to B. Imagination will take you everywhere.” In marketing, imagination is the bridge between potential and reality. The question is: how will you use it to bring your brand, business, or community to life
John Newby is a nationally recognized Publisher, Community, Chamber, Business & Media strategic consultant & speaker. His “Building Main Street, not Wall Street” column runs in 60+ communities nationwide. As the founder of Truly-Local, he assists communities, businesses, and local media in building synergies to create more vibrant economies. He can be reached at: info@Truly-Localllc.com.