Recently, I keep reading about ‘fearless marketing’, where individuals and brands take more risks and try out ideas which are less ordinary. The story of Peter Bronsman is well worth a read in this area, and there are various brands claiming to be taking fear-free approaches to their promotional campaigns.
However, when your marketing budget is small and needs to return definite results, how can you try something deemed risky? You either take the plunge and try it out anyway, or stick to the safer path and chance not being seen above the crowd.
To take the fearless approach, there are three things to consider:
- The first is whether the idea you have will connect with customers. Do you know who your customers are and what they want? If your idea links in with their needs, then you reduce the risk, whilst giving them something new to engage with – again, cutting above your competitors.
- Is it likely that customers will find your idea too ‘off the wall’, offensive or irrelevant? If your idea falls under any of these headings, it stops being innovative and instead becomes a sure fire way of turning your customers off… and you may not get them back.
- Remember that you don’t need to go huge. Whilst jumping out of a plane with your company logo tattooed on your chest might seem like a good idea at the time, it is fleeting, and fearless marketing could be as simple as looking at different ways of reaching your existing audience – where do they go, what do they do? You don’t even need to spend a lot of money, just put yourself in their shoes and consider what might make you take notice if you were them. You might surprise yourself.
Taking some time out to really consider your audience is a good bet in any small business owners’ book, and doing it regularly will help you to take a fearless path through knowing your audience and how to engage with them.