Want a really great marketing campaign? Then stop doing what you’ve always done, and definitely don’t try to replicate what others are doing: do your own thing, be different.
I see it all the time, a company is hoping for some marketing magic but when push comes to shove the campaign or promotions look, smell, and produce exactly as they always have… flat.
Doing and saying the unexpected, regardless of industry norms and conventional expectations, is an important part of creating a marketing message that works. Van Eekelen Enterprises, clients of ours, are the sole West Coast growers of the curious little vegetable known as endive (check outendive.ca). Their operation spans a 30-hectare farm in Abbotsford, BC. Their market message is shared with customers through Celebrity Chef Ned Bell – Culinary artist, engaging TV personality and restaurateur. This little chicory root leaf gets a lot of attention because it has a charming expert showcasing its qualities. Romaine Lettuce doesn’t have its own chef spokes person!
No matter whether you’re selling a product, a service you’ll enjoy your next marketing campaign a lot more if you get the results you were looking for, and let me tell you, sticking with what worked doesn’t always work.