Our multi-brand platform sells everything from outdoor gear to home favourites. Our audience is all over the map! So, to buy at scale, we abandon our traditional “buy everything” approach. Instead, we took a chance and created a very unique social media platform. We have climbing memes for adventure gear, funny "cat break" videos for home goods, and custom ads for each brand. It's a gamble, but it's worth it! As enrolment and sales increased, we learned a powerful lesson. The idea is to speak directly to the people and the public.
One time, we decided to create a quirky video showcasing our team's daily office antics and posted it on social media. We were worried it might come off as unprofessional, but it ended up going viral and attracting a ton of attention to our company. It showed our human side and resonated with our audience in a way we never expected, leading to a significant increase in brand awareness and new client inquiries. It just goes to show that sometimes taking a risk and being authentic can really pay off in unexpected ways.
Chief Marketing Officer at Scott & Yanling Media Inc.
Answered 2 years ago
We took a big leap once by changing our marketing plan to focus only on content made by our users, asking them to share their own travel stories. It was a gamble because it meant our brand's image was partly in our followers' hands, and we couldn't control what they would post. But, to our surprise, this move didn't just make people more involved; it also brought in a bunch of real, engaging stories that our community really connected with. It turned our audience into fans who spoke for us, building a kind of trust and realness that's tough to get with usual marketing. This taught me the value of sometimes letting go and trusting your audience. It showed me that taking big risks can sometimes lead to the best outcomes.
Personally collecting reviews from trusted clients. Honestly, you'll never know what you'll get. But if you receive positive ones, ensure it's visible in your brand materials (website, SNS, newsletter, etc). Nothing beats good marketing than great stories shared by people who have first-hand experience doing business with your company. Tailor these accounts into a narrative that shapes what kind of mission you're working towards and that like-minded companies share the same vision. Aside from providing good value for your company, it also strengthens your company's relationship with your clients as it shows them how much their involvement in your brand matters to your overall achievements.
I once worked with a tech client and with them I took the risk of creating and releasing the digital content which could lead to bot traffic.We produced some content that I believed would garner some interest, but there was also a chance that it might draw a lot of automated traffic. Nevertheless, I made the decision to proceed, reasoning that the real interaction would surpass the presence of a few bots. Remarkably, the article created a great deal of excitement and conversation inside their small tech group in addition to drawing a sizable quantity of real human traffic. It greatly aided in raising awareness of our brand and establishing new alliances. Although I am aware that it was a hazardous decision, it ultimately paid off.