At GlueEd, we’ve talked marketing with hundreds of small business owners. Some of them are keen to do something out of their marketing comfort zone, some of them are on the fence and some of them struggle with the thought. It makes us think about the sorts of things people consider “risky” in their marketing. Here are a couple of reasons why marketing risks shouldn’t be something to fear.
Sometimes, a marketing risk isn’t actually a risk
The word “risk” makes us think of resultant words like “danger” or “threat.” Sometimes, however, this danger or threat is perceived instead of real. Often we consider something to be a risk when it’s simply outside of what we’re used to. To put it in an example, a marketing risk can be a tax consultant writing a short e-book and posting it as a free download on their website. Initially, the consultant might cry, “My intellectual property!” However, think of the incredible exposure to this consultant’s expertise that’s gained with every download. People will also love the freebie and appreciate the consultant’s willingness to help. Who do you think will be top of mind next time tax season rolls around?
Marketing risks that worked
Still need convincing? Here are some risky marketing ideas that translated into success for other businesses:
- Avis embraced their status as “number two” most popular car rental business, launching their “We’re No. 2. We try harder” marketing campaign. It was honest and this unique difference set them apart from “number one.”
- With the launch of the Beetle, Volkswagen opted for a minimalist advertising campaign with few words, speaking to consumers’ emotions and outlining benefits in layman’s terms. At the time, this was a radical departure – but now it’s the norm.
- Apple Computer launched its first Macintosh computer at a time when personal computers where for the very rich or the very nerdy. However, Apple made owning a Macintosh something exciting that everyone could do – they made it about the lifestyle. Sound familiar now?
Marketing risks don’t need to be scary
Your business’ marketing innovation doesn’t need to change the world. It merely needs to communicate to potential clients what your unique difference is, in a way that fits with your overall marketing strategy. Have fun with it!
Tags: creative marketing ideas, innovative marketing ideas, marketing advice, marketing calgary, marketing ideas, marketing risks, marketing strategy, small business marketing tips, unique difference
I agree, I don’t think taking a risk is a bad thing. The risks you listed were all reasonable and calculated. What did Avis have to lose? They were already number 2. Sometimes trying things that have an unknown outcome can be beneficial. At the very least, you will learn from your endeavor. Great post!
Great post, Katie. I couldn’t agree more. What is risk? Is it a mistake? Are there mistakes? Maybe risk, that at the worst turns into a so called “mistake”, is really a learning opportunity. At the very least you’ll get some exposure out of marketing that may not create sales. One should still strive for ROI with their marketing in future campaigns, but exposure makes people remember you! So take the risk. What do you have to lose?
Thanks for your comments, Blenheim and Patrick. It’s true – as long as the risks are reasonable, calculated and provide an opportunity for learning and exposure, taking risks in marketing can be good!