Marketing is supposedly all about standing out. A lot of the time, marketing and advertising teams stick to methods that are tried and true. They rely on what they know will work. This is a sensible way to go about things since most businesses would prefer to spend money on what works than an experiment.
There are days when someone does try something new and radical.
There are two possible results from such an approach. The one that businesses and marketing people fear is a failure. The idea does not catch on, floundering badly and forcing things to go back to the drawing board.
The other possible outcome is that it works spectacularly. In some cases, they succeed beyond anyone’s expectations and become famous for it. Every industry has at least one such story.
One of the more unusual approaches is to go with humour. It doesn’t seem to matter whether your product is spectacular or mundane. Finding humour to connect with it that does not make fun of it can do wonders for your marketing strategy.
Though, depending on how silly your product is, you might be able to get away with some extremely self-deprecating humour.
Another strategy that is just as likely to seem tacky as it is to work is to get something named after you or your product. Convincing parents to name their child after your product seems cruel. However, back in 1999, a website called Half.com convinced a town to rename itself after their site.
Yes, this is a strange thing to do. It wasn’t even that prominent or popular a town. If marketing is about getting your little spot on the map, what’s so bad about making that literal?
The plan worked, by the way. EBay also purchased it for $300 million. That is a pretty good deal, and no doubt it wouldn’t have happened if not for the town renaming.
There is also the story of diamond candles. The story is one that proves an adage right. The products that are the most marketable are the ones that have those plans built into their very nature.
The company sold candles. The twist was that there was a ring inside it, with varying values. This may sound like an odd way to sell rings, but it works.
Market studies show that the most likely people to buy or want candles are women. Engagement rings are marketed towards women, even if it’s men that do the buying. The combination seemed logical (if a bit unorthodox), and it has turned out to be a winning idea.
The lesson of these stories is simple. Sometimes, the out-there and unorthodox is the way to go. You can’t always run with the crowd because that means you blend in. The last thing a marketing campaign wants to do is blend in.
Keep your strange ideas. They can work sometimes, and bring incredible results. Yes, sometimes they will falter and end up not working. However, others can work wonders for your game plan.