• Home
  • What We Do
    • Search Engine Optimization
    • Local SEO
    • Design & Branding
    • Conversion Rate Optimization
    • Mobile Design & Development
    • Social Media Marketing
    • Marketing Automation
    • Pay Per Click
    • Reputation Management
    • Content Writing
    • Mobile App Marketing
    • Consulting
  • Partner
  • Company
    • Partner Program
    • Careers & Opportunities
    • Free Resources
    • Testimonials
    • Portfolio & Case Studies
    • Associations
    • Clients
    • Industry Recognition
    • The Team
    • FAQ
    • Write for Us
  • Free Analysis
  • Industries
  • Blog
  • Contact

The Bolder the Better: Take Marketing Risks Like a Pro

By Maciej Fita | Growth Hacking | 0 comment | 10 February, 2017 | 0

Taking Marketing Risks

 

As any marketer knows, being bold can get you and your brand a lot of attention. But any attention isn’t necessarily good attention, so it’s important to be strategic when taking risks. You want your bold marketing to elevate your business, not alienate your audience. If you’re trying to figure out how to strike this delicate balance, here are a few tips from brands that have done so masterfully.

 

Tie Into Pop Culture


T-Mobile recently unveiled an innovative program, T-Mobile ONE, which offers a flat rate for cell services and an unlimited data plan with no hidden fees. The company has marketed this new offering through many avenues, but one of the most notable was their Super Bowl commercial. In the commercial, actress Kristen Schaal spoofs the “50 Shades of Grey” series by talking about the pain that other carriers cause their customers.

 

This was a risky move, because it dabbles in a pop culture phenomenon with overtly sexual underpinnings. But the move paid off. T-Mobile kept this commercial appropriate for the family-friendly Super Bowl, made it humorous (and therefore memorable) and successfully showcased its own attributes against those of its competitors. The takeaway is to consider tying your marketing campaigns into pop culture themes that give your brand a chance to show its relevance, strengths and sense of humor.

 

Acknowledge Shortcomings


Another chancy marketing tactic is to admit to prior failure. This is exactly what Domino’s did when it launched a campaign that acknowledged its poor reputation. The company took a transparent approach to admit past mistakes and share with customers the exact ways it would be overhauling its recipes and ingredient lists. The campaign totally worked, and Domino earned countless new customers in the process.

 

When you apply this sort of marketing approach to your business, tread carefully. The key to making this work (and not work against you) is to make sure you’re well beyond the failure that you’re discussing. You must be able to explain a good reason for why the error happened, and be ready to share a concrete plan about how you’re rectifying it. If handled elegantly and truthfully, this can be an effective bold move to make.

 

Tackle Social Issues


One more way to embolden your marketing efforts is by becoming a force for good. This is exactly what Dove did when it launched its Real Beauty campaign. More recently, the company came out with a new spin on it, called My Beauty My Say, which is a social media-based campaign intended to empower women. Women are encouraged to share stories of when their looks held them back, along with how they overcame it. This has been resoundingly embraced, and has again put Dove on the map in the eyes of its key audience.

 

If you want to create positive change for a social issue and get your brand noticed like Dove has, there are a couple things to keep in mind. While this works best if you’re already a notable brand, you can still be bold if you’re not. Make sure you’re contributing to a social cause that your customers will care about, so that you ultimately get noticed by the right people who can become buyers. Also, your campaign should really be focused on the “good” it is intended to do. If it looks like it’s only for publicity purposes, this type of marketing can backfire.

 

So the next time you’re looking to make a splash with your marketing, consider being bold like these companies have. You never know, it might just be a matter of time until other brands want to mirror your tactics!

marketing risks, taking risks
Maciej Fita

Maciej Fita

Hey! Thanks for reading our posts. I'm the Marketing Manager here at Brandignity. I've been quoted on various publications including Search Engine Watch, Mashable and Inc.com. At Brandignity our passion for this industry is strong. Don't hesitate to contact us with any questions. Thanks!

More posts by Maciej Fita

Related Post

  • Promote Your Company's USP

    How to Promote Your Company’s USP on Your Website

    By Maciej Fita | 0 comment

      Your company’s unique selling proposition (USP) is what makes you stand apart from the competition and draws the exact target audience you want. Your USP establishes you in the marketplace by showing the consumerRead more

  • SEO 2018

    What SEO will Continue to Look Like in 2018

    By Maciej Fita | 0 comment

    Search engine optimization (SEO) has been a driving force to relevant search results since the beginning of public internet browsing. It has evolved through many evolutions of crawlers and keywords, and today, SEO is moreRead more

  • Where Should I Place Our Slogan

    Where Should I Place Our Slogan?

    By Maciej Fita | 0 comment

      Your slogan (sometimes called a tagline when short and to the point) gives your audience some insight into the personality of your brand. It can state your purpose or your philosophy. The message ofRead more

  • Build Long-term Customer Loyalty

    3 Ways to Build Long-term Customer Loyalty through Real-time Personalization

    By Maciej Fita | 0 comment

    These days, the ability for businesses to automatically deliver tailored content to the various groups of visitors who visit their website is a challenge, particularly if these efforts are meant to drive long-term loyalty. ButRead more

  • Video Marketing Tips

    How to Boost Your Site Engagement With Videos

    By Maciej Fita | 0 comment

      Captivating, original content drives site engagement. Video content continues to rise in popularity, with viewers watching over 500 million hours of videos on YouTube each day. Today, web users are embracing video content —Read more

  • Google vs Bing

    Should I Advertise on Google or Bing?

    By Maciej Fita | 0 comment

      In seeking to increase their reach and help define a target audience, brands must ask themselves whether to advertise on Google or Bing. Advertisement budgets have a limit, so prioritizing one network over theRead more

  • Internet Speed

    How to Prepare Your Website for 5G

    By Maciej Fita | 0 comment

      Wireless technology changes from year to year, and with people using their mobile devices more than ever before, it probably isn’t surprising people are gearing up for 5G wireless technology.   Fifth generation wirelessRead more

  • Important Design Features

    5 Design Features You Need to Consider for Your Site

    By Maciej Fita | 2 comments

      There are a plethora of web design features to choose from these days. One trend comes on the scene, and before you can get used to that one, there is something to take itsRead more

Facebook
Tweets by @Brandignty

Newsletter Sign Up

You want free tips sent directly to your inbox? Industry insider information? Submit your email below and we'll put on our weekly newsletter.

Your Email (required)

*Your email is 100% safe and will never be sold to third parties.
Brandignity

Get Social With Us

Contact Us

Address: PO 8036 Naples, FL 34101
Phone: 866-250-4541
Email: info@brandignity.com
Privacy Policy | Brandignity LLC Copyright
  • Home
  • What We Do
    • Search Engine Optimization
    • Local SEO
    • Website Design & Development
    • Social Media Marketing
    • Pay Per Click
      • Bing
      • LinkedIn
      • Facebook
    • Content Writing
      • Content Integration Marketing
      • Blog Writing
      • Press Release
      • Website Copy
      • Articles
    • Email Marketing
    • Reputation Management
    • Mobile App Marketing
    • Mobile Design & Development
    • App Store Optimization (ASO)
    • Consulting
    • Conversion Rate Optimization (CRO)
  • Turnkey
  • Industries
    • Accountant & CPA
    • Airline
    • Automotive
    • Bank & Finance
    • Consumer Products
    • Medical
      • Dentist
      • Plastic Surgeon
    • Education
    • Fashion & Clothing
    • Food & Beverage
      • Grocery Store
    • Non-Profit
    • Real Estate
    • Technology
    • Tobacco & Alcohol
      • Marijuana & Cannabis
      • Alcohol Marketing
  • Company
    • Portfolio & Case Studies
    • Associations
    • Clients
    • FAQ
    • Free Website Analysis
    • Industry Recognition
    • Our Approach
    • Free Resources
    • SEO Reseller Program
    • Testimonials
    • The Team
  • Blog
  • Contact Us