Taking the Plunge in Marketing
Outdoor swimming pools across the region opened up for the season this weekend, causing children far and wide to rejoice. Whether it’s the joy of enjoying a day not in school, the camaraderie that occurs in games of Marco Polo and with water toys, or the simple joy of backfloating in a cool body of water, few kids can resist the call of the pool or the desire to take the quickest, most direct way in: the cannonball.
How do you enter the marketing “pool”? Do you enter slowly and deliberately, holding your breath with every step as the cold water slowly rises above your comfort level, or do you just let it all loose and take the plunge?
Smart marketers take calculated steps, but even smarter ones take educated risks, trying new strategies, testing new markets, challenging traditional approaches, and inventing new ways to communicate with customers, members, and donors.
Is it worth it? Should you take more risks? Yes, and here’s why:
- You need to stand out. If you and your competitors are all doing the same thing, you’ll never separate yourself from the pack. Even if your risk doesn’t pan out, your organization will still generate valuable visibility and recognition.
- You need to break out. Jayson DeMers, author of the August 2016 article, “4 Risky Marketing Ideas That Paid Off,” says that, “When you rely on the same old marketing strategies, over and over, you’re going to see the same results, over and over. This is safe, and it might even give you a decent return, but it won’t allow you to live up to your full potential.”
- You want to encourage loyalty. DeMers argues that many marketers avoid taking risks out of fear of polarizing their audiences. Although he admits that may happen with some members of your audience, your risk-taking may have the opposite effect on others: it may actually create more loyal customers, which could be the better bargain in the long run.
How do you know if your idea is worth the risk? Ask yourself the following:
- Will it capture your audience’s attention?
- Will it amuse them, tell a story, or get them thinking?
- Does it fit with your overall marketing strategy?
- Is it unique?
- Does it enhance your brand’s image?
- Will it generate positive publicity?
Still not sure you’re ready to jump into the deep water? Consider this advice from Ian Chee and Jonah Disend, offered in their February 2018 Ad Age article, “A Survivor’s Guide to Risk Taking:” “Understand risk as making something new, rather than giving something up: The idea of taking risk shouldn't ignite fear; it should move us to create something totally new. The secret is that something new doesn't necessarily have to be novel.”?
