So often I hear a client say “we want to say the same thing as this company” or “we’d love to look like this company” or “let’s release a similar campaign to these guys”. Don’t get me wrong, I see the allure – I’d love to have the success (and cheek bones) of Keira Knightley, but now she’s dominated that market and I must go my own way.
-Sips tea from a Keira Knightley mug-
If my 27 years on this planet have taught me anything, it’s to never trust things just because other people are doing it.
Let me give you a couple of examples, back in 2001 a man called Rick Nunn said “Hey, buying this MiniDisc Player Hi-Fi seems like a real good idea right now”. Quite possibly the only time he’s ever been wrong about anything, but still a valid point, right?
Another example is when Christmas comes around and people get their snow boots at the ready. Put them away, you fools. In the UK, it is statistically more likely to snow at Easter than at Christmas. OK, only slightly more likely, but that’s terrible news for the point I’m trying to make.
Following crowds and trends is so last decade (right Rick?), for your marketing to stand out, you need to keep an eye on what your competitors are doing, purely so that you can go in a brand new direction.
We once sent Christmas cards out in January, saying “are you a little behind schedule?”, we stood out because we targeted people at a time they wouldn’t be expecting it.
And it worked.
We hope less companies want to jump on trends and instead, we want to help them start a new one.
Stay creative, marketing-fans. Do us proud.