Take Chances

I sat in on an online presentation, or webinar if you prefer, that was titled Be a Non-traditional Marketer -Smart Ways to Brand Build and Boost Sales. At the onset, they asked the audience the following question and gave them three answers to choose from.

How would you best describe your marketing efforts.

1. Traditional

2. Mix of traditional and non-traditional

3. Avant-garde

First off, the question is way too vague. What is traditional to me may be avant-gaurd to you. Or vice-versa. So the results to this question mean very little. But the question did get me thinking. What answer should a good marketing department give to this question? Avant-garde sounds cool. I surely want to be viewed that way. But my feeling is that #2 is the only good answer and here is why.

“Traditional” is defined as a specific practice of long standing. And its of long standing for a reason. It works to a certain degree. So in most instances, traditional marketing should be the foundation of any marketing program. Things like proper messaging, pricing, determining your target audience, defining your competitive advantage, etc are all still very important.  But if you stop there you’re as good as dead. You need to take chances when it comes to marketing. You need to go beyond traditional.

This is one of my most recent favorites of a company that took a chance and went beyond traditional marketing. Its a “Case Study” done by Heineken. Be sure to watch through to the end to see the results of this marketing effort. It was amazing.

Heineken Case Study – Champions League Match vs Classical Concert

So what chances are you taking to set your company apart?

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