In marketing, perfect isn’t good enough.
Let us explain…
You might throw yourself into creating the perfect version of an idea. But there are still many ways for that perfect idea to flop.
For example, it could be the same perfect idea that customers have seen a thousand times. While they might click through the ad or keep their eyes on the message, it can also leave their head the moment they see it again for the thousandth time. They might forget which company was the one behind the idea…even if they really enjoyed it!
Or you could create the perfect ad…and it fails to reach the right people. Or it reaches them at a time when they aren’t prepared to absorb it…like selling snow cones at an ice skating rink.
Here’s what we suggest instead of aiming for some lofty idea of “perfect”…
- Think outside the box. One great example of a memorable, out-of-the-box option is utilizing experiential marketing. That means giving customers a way to interact with your brand, rather than having ads they simply encounter with their eyes or ears. This could mean hosting an event and inviting customers to attend or creating a similar encounter that can be attended virtually. You might try giving something away before you ask for anything or making outlandish ads that will generate buzz through sheer on-brand spectacle.
- Let customers come to you. In a world of supply and demand, marketers are in a great position to drive that demand for a product or service. Some companies do this by limiting the amount available (limited drops, limited windows of availability). Some do this simply by withholding information (with teasing messages) or controlling who gets it and when (regionally, for example). Getting people excited to learn more or excited to get their hands on something is a great approach that can be utilized effectively by a clever marketing team.
- Get creative with personalization. These days, everyone is doing the easy stuff, like sending emails that address the recipient by name. If you want to stand out, you need to go beyond. Consider sending links to songs that match the recipient’s interests or reaching out with an offer at a time that’s unique to them (like a birthday or the anniversary of their first purchase with you). Technology and AI tools make it easier than ever to learn about your customers, keep your data organized, and apply it effectively—but if that sounds intimidating, you can always reach out to Mad 4 Marketing and let us set up the tools for you.
- Gamify your experience. People are not only more likely to engage with ads when there’s a challenge, reward, or game involved—they’re also likely to engage longer, remember the experience better, and become more likely to convert to regular customers. That’s a lot of return on an easy concept. Some ways to apply this to your marketing might be giving customers points for their purchases or opportunities to win extras based on strategy or luck.
Whether you’re aiming for playful or silly, rare or unusual, Mad 4 Marketing can help you find unconventional ways to reach your audience while preserving your values, mission, and brands.