Few companies are truly one of a kind these days. Amazon isn’t the only company that sells about anything you could think of online, but they’re known for it due to their great marketing, excellent structure and their two-day free shipping. Yeti isn’t the only company who sells amazing mugs and coolers that keep ice holding its form for nearly an entire day, but they were the first to popularize it. Both of these companies have a leg up. They found a gap in the market and they either filled it first or best (head and shoulders above the rest, not just “better”), made their name known.
What do you do that other companies do not? (And we mean what do they TRULY not do, not just “they don’t do it as well as you do”.) Where are gaps in your industry that could be filled? How can you make yourself stand out from the crowd in a way people will truly notice?
Finding that gap and filling it well is the first step to creating a unique brand. But that’s only half the battle. Unfortunately, this is not an “if you build it, they will come” world we live in. After you build it, you have to tell people about it. And not just any “people” but the right people, in the right way, with the right message, on the right platform.
McDonald’s once wanted to run a feel-good campaign that led customers to share their great experiences. They launched the message on Twitter. It failed miserably. Instead, thousands of people shared their terrible experiences. What did they do wrong? It was the right people, the right message, but the wrong way on the wrong platform. They should have realized this may be a touchy subject and launched the message on a platform they had more control over.
Nationwide once ran a campaign that, as a parent, still to this day makes me irritated. They made a video compilation of all the horrible ways children die tragically in the home and ran the commercial during the Super Bowl. The goal was to encourage parents to take measures to prevent these tragic deaths, but people were furious. Right people, right platform, even the right message, but it was the wrong way to deliver it.
Airbnb and Uber recently updated policies (and even management in Uber’s case) after many complaints from customers and both of their relaunches have gained them some massive attention from the media. Airbnb ran their re-launch during the 2018 Super Bowl, and Uber has been running their re-launch ads featuring the voice of their new CEO on Hulu as well as other avenues. Although a re-launch after massive public issues is always going to be fairly controversial, they have both been very successful with their target markets. It’s the right message, the right way, on the right platforms to the right people.
Now, a small business doesn’t have the budget for Super Bowl ads and we get that, but a personal injury law firm offering free rides home during the holidays and companies giving back to their community can both be spotlighted on a much smaller budget and gain media attention. We know. We’ve done it. We know what can be done when you pair the right idea with the right marketing strategy. So, let us know how you’re going to stand out, and we can help you get the right message out – to the right people, on the right platform, in the right way.