What is the Hum, Sing, Shout marketing model?
- Martyn Hayes
- Feb 13
- 3 min read
As a marketer, you are continually seeking innovative ways to reach your target audience effectively. How about exploring a tried and tested marketing approach to elevate your business's visibility and engagement levels? Enter the Hum, Sing, Shout Marketing Model – a strategy that aims to create a harmonious blend of subtle promotion, interactive engagement, and bold advertising to captivate your audience's attention.
Understanding the Hum, Sing, Shout Marketing Model
The approach gives a template to plan your marketing over a period of time. Look at the graphs below and consider this as your strategy for the course of a year. You will notice that each part is based on varying levels of intensity.
Hum:
In this initial phase, the focus is on creating a subtle buzz around your brand. Think of it as the gentle hum of a background tune that gradually captures attention. Utilise subtle branding techniques, such as organic social media posts, blog content, and email newsletters, to pique curiosity and establish your brand presence in the minds of your audience.
The point is, you never turn off the hum. The treadmill of your content is constantly being broadcasted to your audience.
Sing:
Once you have laid the foundation with the 'Hum' phase, it's time to amplify your brand's voice. The 'Sing' phase involves creating more intense interactive and engaging content that encourages audience participation. Consider elevating your game by creating specific campaigns to foster a deeper connection with your audience. This phase aims to transform passive viewers into active participants in your brand narrative.
This is the stage for bold advertising campaigns, collaborations with influencers, experiential marketing events, or eye-catching visual content that demands attention.
As you can see in the above graphic, where there are gaps in your sing campaigns, audience engagement will continue thanks to your hum activities.
Shout:
Now comes the crescendo – the 'Shout' phase where you unleash the full force of your marketing efforts. Think of big blow out events that occur once or twice a year. You'll typically spend a big chunk of your budget and feature all channels to make a powerful impact that resonates with your audience and positions your brand prominently in their minds.
Take a look at the graphic again. Here you can see that the audience's attentions will be caught by the sing and subsequently the hum where there are no shout campaigns.
Benefits of Adopting the Hum, Sing, Shout Model
Enhanced Engagement : By following a structured approach that transitions from subtle promotion to interactive engagement and bold advertising, you can create a holistic marketing strategy that keeps your audience actively involved.
Brand Recognition : The gradual build-up from hum to shout allows for a consistent brand narrative that strengthens brand recall and recognition among your target audience.
Audience Interaction : The sing phase fosters direct interaction with your audience, enabling you to gather feedback, understand their preferences, and tailor your marketing strategies accordingly.
Increased Visibility : The shout phase ensures that your brand message stands out amidst the noise, attracting new customers and retaining existing ones through impactful marketing campaigns.
Is the Hum, Sing, Shout Model Right for Your Business?
The effectiveness of the Hum, Sing, Shout Marketing Model lies in its ability to create a well-rounded marketing strategy that resonates with your audience at different levels. Consider implementing this model if you aim to build a strong brand presence, foster deeper audience engagement, and differentiate your business in a crowded marketplace.
So, are you ready to elevate your marketing game with the Hum, Sing, Shout approach? Embrace the harmonious blend of subtlety, interactivity, and boldness to captivate your audience and carve a unique space for your brand in the competitive marketing landscape.
Like what you see?
Explore this website for my comms advice and examples from my portfolio. Contact me to discuss how we can work together. Who knows, this could lead to something special.
Comments