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Curiosity Killed the Cat but Risk Takes the Cake


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It’s an overused phrase, but in this case it’s apt: Think Outside the Box. Get original, get creative. Use social media to your advantage, plan properly, and take your calculated risk. If you do, you never know; you might just be able to have your cake and eat it too.

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Curiosity Killed the Cat but Risk Takes the Cake

  1. 1. Running a business is, at its core, a risk.And  not  a  small  risk,  either:  a  big  one.  There’s  not  much  between  your  hard  work  and  failure.  However,  good  entrepreneurs  understand  how  to  take  a  risk.    Many  thrive  on  it.  One  of  the  best  places  for  you  to  take  a  risk?  Your marketing plan.At  the  end  of  the  day,  effecCve  content  markeCng  relies  on  creaCvity  –  not  budget.  Content  markeCng  works  on  the  $200k  a  year  level  just  as  well  as  it  does  for  the  Fortune  500.  Let’s look at companieswho took a creative riskwith their marketinginitiatives – and succeeded.
  2. 2. Risk #1: University of Kentucky and InstagramThe  University  of  Kentucky  –  famous  for  its  basketball  program  –  has  found  a  way  to  bring  fans  into  their  markeCng  schema.    Anyone  who  uses  the  #weareuk  hashtag  will  have  their  Tweet  or  Instagram  linked  to  their  website,  and  many  of  these  Tweets  and  pictures  have  become  billboards.  The risk?There’s  always  an  element  of  risk  when  inviCng  the  crowd  in  to  help  you  adverCse,  even  if  you  maintain  ediCng  capabiliCes.  There’s  also  a  risk  of  not  gePng  the  right  kind  of  media  to  really  build  a  campaign  from.  The Reward?Well,  the  University  of  Kentucky  has  had  stunning  success  with  this  adverCsing  iniCaCve,  and  inviCng  the  crowd  in  is  a  great  way  to  make  everybody  feel  like  the  product  is  “theirs.”  
  3. 3. Risk #2: Dominos Gets NegativeGenerally  speaking,  you  don’t  want  your  markeCng  to  point  out  your  flaws.    However,  that’s  exactly  what  Dominos  Pizza  did,  aZer  a  Dominos  Pizza  employee  created  a  video  in  2009  that  portrayed  the  company  in  a  horrible  light.  The  video  went  viral.  Instead  of  turning  away  from  the  user  generated  content  –  Dominos  embraced  it  and  made  a  media  campaign  out  of  it.  The risk?Obviously,  having  an  enCre  adverCsing  campaign  about    your  shortcomings  basically  goes  against  everything  any  marketer  has  ever  said,  ever.  The Reward?AZer  releasing  an  adverCsing  campaign  that  pointed  out  Dominos’  flaws  with  a  promise  that  the  company  would  do  beer,  the  company’s  profits  soared  by  14.3%  in  the  next  fiscal  quarter.  AddiConally,  by  most  standards,  the  quality  of  the  pizza  has  improved  as  well.  
  4. 4. Risk #3: Ford Uses YouTube and PuppetsWhen  you  think  “Ford,”  you  probably  think  of  a  more  conservaCve  company,  at  least  where  markeCng  is  concerned.  You  probably  do  not  think  of  puppets  and  comedians;  however,  that  is  exactly  what  Ford  has  been  doing  with  “Doug,”  a  puppet  that  travels  around  the  country  with  his  comedic  handler.  Even  more  wild?  The  enCre  adverCsing  campaign  only  exists  on  YouTube.  The risk?Using  puppets  to  sell  cars  is  definitely  a  bit  outside  of  the  usual  MO  of  car  commercials.  Also,  spending  all  that  money  and  Cme  on  producCon  with  a  sole  release  goal  of  YouTube  is  most  certainly  outside  of  the  box.  The Reward?It’s  true  that  puppets  and  comedians  probably  weren’t  the  riskiest  thing  Ford  could  have  chosen.  But  what  Ford  does  and  does  well  is  set  goals  and  metrics  so  they  can  see  results:  check  out  the  next  page.  
  5. 5. Ford’s YouTube Campaign stats:Goal:  10,000  total  Facebook  Fans  Actual:  35,650  Facebook  fans  in  four  weeks  Goal:  2.5  million  YouTube  views  Actual:  1.7  million  views,  with  several  months  leZ  to  aain  the  goal  Facebook  Post  Views:  725,000  Facebook  “likes”  and  comments:  7,019  Facebook  demographics:  70%  of  status  updates  go  to  the  18-­‐24  year  old  audience,  which  was  the  target  demographic  Twi>er  followers:  1,000  The Reward (again)?Ford’s  campaign  is  doing  beer  than  even  they  hoped  for.  YouTube  is  a  proven  medium,  but  it  can  be  difficult  to  tell  whether  a  call  to  acCon  works  as  well  as  it  a  tradiConal  commercial.    Clearly,  it  does.  
  6. 6. The Power of FirstIn  all  of  these  scenarios,  the  companies  were  the  first  in  their  class  to  try  these  new  markeCng  styles.  It’s  easy  to  copycat;  being  first  is  extremely  seminal  in  having  a  successfully  risky  markeCng  campaign.  All  of  these  contained  risk  –  calculated  risk.  Nobody  went  off  the  deep  end.  Everybody  took  a  lile  gamble  and  got  out  of  the  box.    Risk Matters.With  a  creaCve  mind  and  the  necessary  tools,  you  too  can  create  content  markeCng  iniCaCves  that  are  just  a  lile  zany.  You  don’t  need  a  million-­‐dollar  budget  for  creaCvity.  Think  hard,  do  research,  and  make  your  calculated  markeCng  risk.  If you do, who knows – youcould have your cake andeat it too.
  7. 7. Content Equals MoneyContent  Equals  Money  is  a  content  wriCng  service  that  serves  a  wide  variety  of  clients  with  top-­‐shelf,  sharable  content.  Our  goal  is  to  work  with  small  companies  in  order  to  help  them  reap  the  same  results  from  content  markeCng  as  the  Fortune  500  companies.  Content  markeCng  is  truly  scalable  and  can  work  for  all  businesses  and  business  sizes!