Get Outside Your Marketing Comfort Zone
Experimentation in marketing couldn’t be more important. If you want attention, you have to stand out from the crowd. To get a new reaction from your audience, you have to surprise them with an approach designed to elicit a different response.
In his book, “The Creative Act: A Way of Being,” iconic record executive and producer Rick Rubin writes:
“Rules direct us to average behaviors. If we’re aiming to create works that are exceptional, most rules don’t apply. Average is nothing to aspire to. The templates of the past can be an inspiration in the beginning phases, but it’s helpful to think beyond what’s been done before. The world isn’t waiting for more of the same.”
Challenging, isn’t it?
Marketers love best practices. And it’s true that some guidelines, applied strategically, can add the focus needed to drive great creative work. Think of rules as tools to be used as needed, in ways that enhance your work or drive progress and never ways that restrict your creative thinking.
Do we experiment recklessly? Of course not. Experimentation is done with goals and an intended audience in mind. We’re not taking a shot in the dark. We’re experimenting with purpose.
I’ve answered criticism of choices I’ve made in the name of attention-getting marketing with:
“If nobody’s complaining, you’re not doing anything interesting.”
To some, that sounds downright incendiary; however, stagnation and unwillingness to expand your brand’s creative horizons are far more dangerous. Change often causes static. Discomfort from an audience segment outside of your target — even if they’re part of your larger universe — isn’t necessarily bad. Some of them will love it, but you won’t hear from them.
In our everyone’s a professional media critic digital world, you can count on eye-rollers commenting for fun and scolds eager to heap scorn on any minor triviality with the misfortune to catch their gaze. Your target audience’s reaction carries more weight.
Taking smart risks can lead to great rewards. Don’t back down after one or two negative reactions to something outside the norm. Are the right people complaining?
Test, Learn, Evolve
Evolution is key to survival. How often in the nonprofit world do we find ourselves discussing the need to expand our reach, increase diversity or appeal to the supporters of the future? Growing in strategic ways that help to assure your organization’s future should be priority No. 1.
There’s always a segment we can serve better — or that simply needs the right invitation.
There’s often fear of upsetting the current faithful by rocking the boat. This is short-sighted thinking. Any creative marketing risk you take that grows your audience means a stronger organization, better prepared to do the work long into the future.
Don’t Over-promise
Know what you do well and lean into it in a way that will connect with people you’re trying to reach. If your creative comes from an authentic place, people will follow you. But if you entice someone with something unique and playful, it had better be unique and playful when they get there.
Ask yourself: If we do manage to get attention from a new audience, are we prepared to continue engaging them in that way? Will their initial excitement turn to disappointment when they feel like it was a bait and switch? Is there enough programming to keep them coming back?
A spirit of change and openness to growth must be embraced top-down. Foot-dragging at any level can sabotage the effort. And yes, change is hard. It takes thought and effort and no small amount of guts to pull off well. Commit and push forth with the courage of your convictions.
Measure, learn, evolve
A creative tone shift can perk people up. You don’t want to become predictable or easily ignored. Dare to be different. At some point, even your core value propositions sound like tired cliches if you don’t vary and personalize your messaging. How many news stations have you heard claim you can, “count on them?” Or that they’re “working for you?” Or that you need them “now, more than ever?”
Don’t sound like everyone else. Shake things up so the message stays fresh. Start small! One piece at a time. What’s something clever or unexpected you can sneak into even basic social media copy to elevate it for the reader?
How much risk are you willing to take to potentially reap the reward of unprecedented growth?
How free are you to make bold strokes?
Are you encouraged to take chances by your leadership, colleagues, and clients?
Embrace the spirit of experimenting with purpose and make a creative commitment to surprise and delight.
The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.
Tony Sadowski is vice president of creative at Slice Communications. With nearly two decades of broadcast television and radio promotions experience, Tony is a versatile marketer and content creator with a wealth of storytelling and brand management experience. As a writer-producer at FOX43 in Central Pennsylvania and, more recently, as senior producer at WHYY in Philadelphia, he has crafted countless creative campaigns, written volumes of copy, launched a wide variety of programs and brands, and led on-air and digital promo strategies.
Tony is the owner of the marketing strategy, media production and voice-over company Spec Communications. An avid podcaster since 2011, he is host and producer of Starting Artists, a life and career change podcast featuring interviews with creative people who have had interesting work journeys, plus insights into escaping toxicity, moving forward with your goals, and getting to a happier place.
