Mosaics and Marketing: The Pieces of Business Growth Narrative
Mosaics are one of my favorite types of art. There’s tons of nuanced little pieces that connect and create a unified whole. It’s obviously not a photograph, but our minds work to make it so. I find the process of pattern recognition fascinating.
Maybe it’s the engineer in me… but I see systems everywhere I go. Parts & pieces that make up a whole – operating together – for a purpose.
The idea of architectonic systems penetrate our existence: our daily habits and quality of life, our friends and sense of self, yummy stuff on a plate making a great meal, and yes, marketing campaigns. All of these things are (arguably) mosaic.
It dawned on me the other morning, after the kids got on the bus, that the study of mosaics can act as a framework for successful marketing and, ultimately, business growth.
So, just for fun, this article will serve as a mini exploreation and thesis. By the end, we’ll have a practical way of applying the art of mosaic designs to achieving our marketing goals with some exercises I’ll lay out as we scroll.
But first, a quick history lesson.
Mosaics: A Tessera of Art History
Have you ever tried to make a mosaic? Recently, my wife and I redid the stairway to the second floor of our house. The treads were refinished in gloss white, and the risers were decked with hand-laid blue and white marble. A “quick” weekend project took us nearly 100 hours to finish over several weekends.
I can’t imagine how long it took the classical (or modern) masters to imagine and create what they have. It’s such painstaking work. Think of the ancient mosaics from Pompeii, such as the”Alexander Mosaic” that adorns the House of the Faun, as an example of the lasting grandeur that can be achieved through this art form. The choice of every tessera, like the selection of every marketing strategy, is a crucial part of the process.
Maybe it’s a stretch, but ideating and executing an effective market strategy takes a similar amount of care (with just about as many pieces). You need to balance practicality, creativity, and precision, all in the name of creating lasting brand narratives.
You need to put it all together in a marketing strategy template, just as you would map out the arrangement of a beautiful floor mosaic. You can’t just wing it. Thoughtful consideration is the key.
Two Mosaic Masters, Up Close & Personal
Ancient art history aside, let’s fast forward and take a look at some contemporary masters to better frame this idea of unity from the many.
When it comes to modern mosaic designs, favorites like Marc Chagall and Isaiah Zagar come to mind. Marc Chagall’s “Peace Window” in the United Nations building showcase his distinctive style, emphasizing the importance of individuality even within the realm of traditional art forms. This is particularly important in a space like the UN, where diversity – many pieces – should make up a unified world, a mosaic representing a mosaic if you will.
Similarly, contemporary mosaic artist Isaiah Zagar’s use of materials often goes to beautify or revitalize urban spaces (just like an innovative marketer can breathe fresh air into a neglected business image).
Zagar’s mosaic designs, most notably the Philadelphia Magic Gardens, are not merely decorative expressions but powerful catalysts for community engagement and urban renewal. Zagar’s work embodies a fusion of personal expression, social activism, and an unrelenting desire to transform neglected spaces into vibrant, living canvases.
Through his unique approach to mosaic art, Zagar has effectively showcased the transformative potential of creativity, much like how a multi-faceted growth strategy can transform a business’s revenue and reputation.
Mosaics, Marketing, and Catharsis
If you’re a fan of Aristotle and remember your Poetics, all art (defined as a man-made thing) drives towards a catharsis.
A beautiful chair, a comfortable place to sit.
A wonderful play, the arousal and purge of specific emotions.
A piece of visual art, the emotional experience derived from thoughtful reflection and connection.
As far as mosaic designs are concerned, you have tesserae that work together to create a greater understanding of the whole through its constituent parts. The brain works to interpret the pieces and see the larger form. It’s amazing how we’re designed to do that.
Is there a catharsis in marketing? There sure is.
The thoughtful market strategy artist will use all the right pieces, such as storytelling, search engine optimization, PR, branding, email marketing, video marketing, social media marketing, PPC, value proposition expression, and more, to create what type of catharsis?
Email me if you think you know the answer (email me if you want the answer, lol).
But enough about art theory. Let’s switch gears and put this notion to the test. In the following sections, we’ll create a business growth strategy worksheet where you can outline the parts and pieces to successfully market your small business.
The Business Mosaic: Crafting Your Unique Marketing Strategy
A successful business growth strategy starts by identifying certain fundamentals. So, if you’re a business owner looking to level up your brand presence and sales, let’s clarify some of the essential parts and pieces that illustrate what makes you unique.
Step 1: Define your brand’s core values and unique selling points. What sets your business apart from the competition?
Step 2: Identify your target audience. Who are your ideal customers, and what are their needs and preferences?
Step 3: Craft a narrative that resonates with your audience. Just as mosaic artists understand the essence of their chosen subjects, businesses must grasp their core values and the target market they aim to reach with their marketing plan. Stumped? Fill in the blanks:
“Here at [biz name], we do more than [status quo]; we [fresh take on your impact – perhaps starting with customer experience]. So if you’re looking to [positive outcome], [biz name] isn’t just an option. It’s the only real choice.”
Step 4: Look at the competitive landscape. When was the last time you spent studying your competitors and their campaigns? As a marketer, I have some favorites that I study, too. Remember the”Got Milk?” campaign? Modern marketing masters Goodby Silverstein leveraged the absence of a product to stress its importance. These were the same guys that did the Budweiser Frogs and many more iconic ads.
What’s the takeaway here? In this case, humor. Studying your competitors will give you all sorts of ideas. The above elements infuse every campaign type – you could say they’re the grout of your marketing mosaic. But what about the pieces?
To maximize your impact, think about your target audience. What are your personas’ pain points? In other words, what really matters to them? Where do they look? What messages mean something to them? Remember, the best marketing works like a lock and key. The right message has to get to the right audience. So here’s two more things to consider:
Step 5: Embrace segmentation and personalization. How can you tailor your marketing efforts to reach varied audience segments while maintaining a cohesive narrative? Not all customers are the same either. Women over 40 look in a very specific place compared to young men 18-25. Take the time to speak to your different audiences. The payoff will be worth it.
Step 6: Explore different marketing channels and strategies to align your brand’s narrative and target audience. Book a free 30-minute jam session, and I’d be happy to tell you what digital channels would be best. If digital channels aren’t right for you, I’ll refer you to my trusted partners specializing in other marketing channels.
Putting the Pieces All Together
Putting together a successful go-to-market strategy is a really involved process. But it is well worth the effort because, at the end of the day, a well-executed marketing plan means business growth.
And for me, that’s a beautiful thing.
If you are a small business owner determined to handle all your own content marketing, go for it! But make sure you follow through. The creation process takes some stamina, so keep your marketing objectives manageable because it’s easy to run out of gas.
The team at Lighthouse Digital is here to help you assemble any or all of the marketing pieces that will ultimately help you succeed.
A Mosaic of Marketing Strategy FAQs
Careful study of the artistic process behind mosaic creation can spark creativity in your marketing strategies. In general, you have to be deliberate, but you always need to be mindful of the big picture. By drawing inspiration from this art form, marketers are called upon to stop and consider the details that capture attention and leave a lasting impact.
Some real-world case studies of businesses that have effectively integrated mosaic-like strategies into their marketing efforts include Coke and Airbnb. Remember when Coke started printing almost every conceivable name on their bottles and cans? Remember the "Belong Anywhere" campaign that showed happiness with diversity - all passing through one residence? Mosaic-inspired marketing strategies evoke a sense of belonging and are worth the effort. Mosaic designs can significantly enhance the customer experience through enhanced brand connection.
Of course, it can!!! In fact, uniquely expressed differentiation is the key. By embracing their unique qualities, businesses can create marketing campaigns that resonate with their target audience. It was Stanislavski who said, "Generality is the enemy of all art." Challenge yourself to have your market strategy be specific. You'll be amazed at what happens when you do.
