6 March 2020
The magical impact of experiential marketing
We’ve been talking a lot in the studio lately about ideas and plans for the year ahead. As a full-service marketing agency, we are always embracing our creative side and putting forward ideas to achieve the goals and targets set for us by our clients. Particularly at the beginning of a new decade, it feels natural to almost start fresh and rethink everything we do.
We’ve absolutely skyrocketed into 2020, as our round-up of January proves, and we’re showing no signs of slowing down. We’re as busy as Donald Trump, just with better hair and fewer sh*t tweets.
When discussing how and why we’re going to do something for the foreseeable future one thing has stuck with me. This is the idea of going back to basics, and remembering why businesses exist in the first place.
In relation to this, our Founder, Mark, recently shared with me a brilliant Ted Talk by Simon Sinek. Using Apple as an example, Simon explores how the best companies are the ones that communicate why they do what they do, and inherently make their consumers aware of this.
I don’t want to go into too much detail and turn this into my own Ted Talk, BUT the message really resonated with me. When it comes to marketing, it can be far too easy to forget why you exist in the first place. If you’re a sandwich shop – why have you started a sandwich shop? Sure, if you can make a cracking bacon butty, that’s great – but there are thousands of other sandwich shops out there that can do the same thing, so why should people care?
After watching the Ted Talk and digging a bit deeper into the topic, I decided that there are two key questions that businesses need to ask themselves when approaching marketing:
First things first; this isn’t about money or profit. Achieving a high-profit margin is obviously important and a common goal in business, but when it comes to connecting with consumers and maximising your marketing efforts, there needs to be a reason why you do anything, and this needs to be implemented throughout. Otherwise, what’s the point?
From a personal perspective, as a copywriter who dabbles in the arts of SEO, everything I write for both LITTLE and our clients is directly related to the wider picture. If it’s going to achieve absolutely nothing, then it goes straight into the bin.
If you’re continually asking yourself why you are doing things, you will begin to realise that there are so many things you’re doing merely for the sake of it. You’re spending time, effort and in some cases money on practices that aren’t really moving your business forward.
Far too many businesses will fall into the trap of adopting generic marketing strategies. Why? Because everyone else does it, of course! Even if it’s not working, there is a serious FOMO associated with not doing what competitors and other businesses are doing. In turn, people will panic and throw money at the same unoriginal things.
It’s time to get seriously critical of your own methods. Is it working? Can you prove it’s working? Are you doing it for the sake of it? Is it in line with your internal goals? If the answer is no, then GET RID OF IT!
Let’s take social media, for example. Every month in the studio, we discuss how best to utilise social media for our clients and even for LITTLE. Does Twitter actually work? Are we getting any engagement on LinkedIn? Is it just our family members liking posts on Facebook? This constant reflection of processes has allowed us to stay on the right path and only focus on things that will enable us to achieve.
It seems like we’re always referencing Paddy Power as a positive example for our blogs. But there’s a reason; they have absolutely nailed the ‘why’ element of connecting with consumers!
Think about their marketplace for a second; bookmaking. They are one of the hundreds of bookmakers that operate in the UK. Realistically, barring a few special sign-up offers and boosted odds, they are no different from their competitors. But here’s the catch; they are.
The forward-thinkers over at Paddy Power decided back in 1988 that they wanted their business to do things differently compared to the current big players in the gambling market. Their website states:
“We don’t just want you to bet with us – we want you to have a Moby Dick-sized whale of a time while you do it too. We’ve been serving up mischief and entertaining our customers since the very beginning – whether it’s taking bets on the next Pope or pretending to chop down the Amazon rainforest for the World Cup.”
So, with entertainment at their core, they set out to do precisely that, with campaigns ranging from hilarious to downright outrageous. You can view ten of their most cunning stunts here.
The point is simple. Paddy Power wanted to be the bookmaker that takes risks and makes people laugh. To achieve this, they ditched the traditional social media presence and marketing strategy adopted by the likes of Ladbrokes and William Hill and completely went off the script, ensuring that everything they did was relevant to why they started in the first place.
Now, I’m not saying that crazy and unique marketing efforts are the reason that Paddy Power currently has the third biggest market share among betting companies in the UK, but what I am saying is that it must have helped!
If there’s one key message to take away from this blog, it’s to be as self-critical as possible when approaching your marketing campaigns. Refamiliarising yourself with the basics isn’t a step backwards, it could prove to be incredibly beneficial in the long run!
Whether you sell second-hand DVDs on eBay or you’re the CMO of a multinational corporation, take some time to think about why you started out in the first place, as there’s always room for improvement when it comes to maximising your efforts. Alternatively, come and see us and take advantage of our marketing services 😉
6 March 2020
The magical impact of experiential marketing