"You
have to try. Because if you haven’t tried, you haven’t lived…” Those who have
seen Meet Joe Black will recognize this
quote. I believe that we, as marketers, must make this statement our mantra.
Innovation
is a way of life now...new things are churned at super sonic speed and there is
no scope for laggards. In fact, being a follower today may not cut it. You have
to be amongst the first in the market to try a new product, implement a new
tool, offer a new idea. Barely have talks of Samsung IV hit the market and
people have started clambering to be the
first to lay their hands on it. Twitter just announced video uploading through
Vine and we saw numerous marketing campaigns being released (Twitter Goes the Video Way
- The Vine App for Your Visual Short Stories and Twitter Makes Video Marketing More Accessible With GIF-Like Mobile
App, Vine)
Smart
marketers live in the now. They leverage what is right there in front of them.
Take the Oscars 2013, for example. Pantene came up with a very-now,
very-relevant campaign where they shared how people could get the Red Carpet
Celeb hairstyles quickly. They had numerous tweets like
One just had to click these to get the fashion tips….Great brand promotion.
Not to
say that all is honky-dory. There have been casualties when brands have tried
the new. For example, McDonald's started the #McDStories campaign on Twitter to
encourage people sharing their positive experiences. However, this went
horribly wrong when people started sharing the wrong kind of #McDStories. While
the company pulled the stories, the damage was done.
But does this mean that the companies should stop coming up
with new ways to put the brand out there? Absolutely not! In fact, in 2011
McDonald was one of the first few brands to use Promoted Accounts on Twitter to
increase @McD_Canada's average new followers by using a 'suggested follow' that
targeted Twitter users via specified keywords and hashtags. With a total budget
of $15,000 USD, McDonald's Canada gained 9,503 new followers over the course of
the campaign. The campaign also drew in 14,200 profile views. *
We have
to be the forerunners of this daily race….be it in new media like the social
network, or even the latest sales tool. There are no guarantees that our
endeavors shall all be successful. But, of the 100 things that we try 5% will
go right and that's where the reward truly lies.
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