Ep306: The Rocket Science of Marketing with Hawke Media CEO Erik Huberman
February 14, 2022
The most successful entrepreneurs make it a point that a growing business needs proper marketing because money talks when the people do. But with all the work that needs to be put in, where do you even start? Well, Hawke Media’s CEO and Founder, Erik Huberman, has made it his mission to make it easier for you to get your brand on the board.
Being a veteran in the marketing and entrepreneurial scene, Erik has met some of the best marketers who are just too hard to deal with, working only for the biggest names and the best brands. This frustration became an inspiration as he made it his goal to provide great marketing that’s easily accessible for anyone.
“I really don’t believe marketing has a lot of nuances,” Erik emphasizes, “When you’re dealing with a marketing agency or head of marketing, they’re going to make everything sound complicated and makes them seem conscious or subconscious. That gives them a little job security.”
He makes it clear that marketing, whether you simplify or complicate it, is still no easy task. It takes constant effort to analyze, apply, and evolve advertising solutions that work for each brand, but he narrows it down to three main factors that assure marketing success in what he calls the “Hawke Method”.
Awareness. It’s important to get your brand name known, whether its advertising, PR, or word of mouth, people need to know you exist, otherwise you’d be making products to an uncaring audience.
Nurturing. According to Eric,“It’s what you do from when someone’s introduced to your company to when they actually purchase and post-purchase a product, which is way more critical than their awareness of you.”
He emphasizes that the most important period in marketing is the period after someone finds your product. No company can be successful without repeat purchases.
Trust. Eric says, “75% of people won’t purchase from a company they don’t inherently trust, and trust, in the beginning, comes from third-party validation meaning testimonials, referrals, the press, or other people vouching for you.”
He adds, “Over time, as you’re being consistent, trust becomes your brand; that’s what you’re known for.”
For Erik, marketing is all about the risk and reward of experimentation, analysis, and improvement, and although it sounds like rocket science, it’s not enough to understand the logic but one also requires a feel for the market.