Break the rules to grow your business

Most businesses have tried and tested ways of marketing. Whether it’s a plumber relying on theYellow Pages or a solicitor’s practice relying on networking, there is usually an accepted way to promote the business. But what should you do when these methods have diminishing returns?

It may be that repetition stops working on your target audience as it used to. It may be that all of the competition uses the same technique. Or it may be that you tried something different once and it bombed, so you’ve reverted to the norm. If this sounds familiar, then maybe you should consider abandoning ‘received wisdom’ and try breaking the rules. This can achieve breakthrough results and lead directly to business growth. But how can you break with tradition, and when is the right time to experiment?

 

I once ran a new car dealership. Like many in the early 1990s, we were having a tough time (falling new car sales, rising interest rates, falling used car stock value). Right in the eye of this recessionary storm, the manufacturer launched two expensive new models. We immediately started worrying: how could we get people interested in the launch in February? Yet another ‘cheese and wine’ evening with a tired speech and unveiling of the car(s) was not going to work in the way it once did. And we needed to reach beyond our normal customer base for buyers who could afford these more expensive models. What to do?

We had a brainstorm which got nowhere until we tried the ‘opposites’ technique. If the tradition is to direct mail your base, we’ll advertise instead. If the tradition is to promote the car launch, we’ll promote a different event. If tradition says unveil in the showroom, we’ll try it somewhere else. Inspiration came later the same day when our sales manager noticed a news story about ferry companies suffering more than usual through the winter, due to the recession. With the brainstorm fresh in his mind, he had his idea – launch the cars on a ship.

 

Following the inspiration we worked through and delivered the detail. Two hundred people would get a day trip to Holland with our compliments, to mark the car launch. One thousand people responded to our ad with invaluable car ownership data. Two hundred were drawn and invited, plus journalists. Shortly after the ship sailed, we recreated a showroom on the car deck and everyone poured over the cars. Arriving in Holland we went to local shops and bars and we had entertainment on the way home. The launch was several times more successful than anything we had tried in the past.

We had launched the car, generated huge goodwill, reached out to a new prospect base, captured information, generated positive free press coverage and (here’s the jewel) sold 10 cars on the day! The cost? Well the ferry was free, in return for delivering 200 prospects, PR coverage and plenty of bar revenue. Otherwise the whole operation was roughly what we normally spent but achieved dramatically higher results.

And there are many more stories that mirror this kind of innovative promotion from smaller businesses. But when to break with tradition and when not to?

You should try something new when:

  • Your results are in long-term decline
  • It will complement your current technique(s)
  • It’s inexpensive
  • All competitors do the same thing (unless you are a market leader)
  • You’ve spotted a relevant new trend/wave
  • It won’t alienate current customers
  • You should stick with tradition when:
  • You’re succeeding, relative to others, at what you do
  • You’ve just gathered momentum with an approach (continuity can still count)
  • It risks too much time and/or money at once (better to ‘test and learn’).

If you’ve concluded that it’s worth a new approach, then where do you start? There are plenty of books and articles to help you find inspiration but try the following for starters:

Look at what companies outside your sector do

Brainstorm using ‘opposites’ (eg. launch a car during the day, not the evening; launch it on water, not the road

Look at other people’s challenges (eg. empty ships)

Imagine a press story (that really is newsworthy) and work backwards from that

Think of new channels and potential partners

Be a ‘noticer’… apply trends, stories, experiences to your business or customers.

All of the above can lead you to new ideas. Then you must critique those ideas. If one still stands up and it’s realistic to try it, then what’s stopping you? It could be just the innovative approach to promotion that your business needs. It could mark you out from your competitors and directly grow your top line. And that’s what marketing is all about, when all is said and done. Trouble is that often there’s a lot more said than done.

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