Marketing: The Element of Surprise

Utilise the element of surprise: differentiate your brand

Brand Strategy

In a world full of brands, how do you make yours stand out?

Well, one way to make an impact – cause a stir, leave a lasting impression – is to travel the road less travelled.

Example #1: Holidays

If you’re planning a campaign centred on a world-leading awareness event, e.g. Mental Health Awareness Week, International Women’s Day, why not consider creating one for a lesser-known event as well? There are numerous awareness events that haven’t yet achieved the status of their peers yet could complement your brand perfectly and lend inspiration to a fantastic campaign that will draw attention to your brand.

What are the Benefits?

You’ll face less campaign competition

You’ll raise awareness for a cause you believe in

There’s potential for an affiliate marketing partnership with the organisers of the day who will appreciate your commitment to the cause

And, (this works for lesser-known and world-leading awareness events alike) you may also find that mixing up your campaign’s message catches the eye too.

Last year, we embarked on a huge client campaign for an International Women’s Day event (to great success). In the lead-up to the event, we wanted to add something a little different to our campaign, to break up the repetition of our message.

We turned the tables and asked some of the event’s male speakers to record themselves discussing what International Women’s Day meant to them which we edited into a neat 3-minute video.

When we published the video, the reaction was incredible. The overwhelming feedback we received was that people liked the inclusionary aspect of it and it became an integral part of the campaign’s overall success.

Example #2: Social Platforms

In complement to your traditional social media marketing endeavours on platforms such as Facebook, Twitter, and Instagram, why not take a look at those that are less explored / discussed, e.g. Quora. While these platforms aren’t considered a staple of social media marketing, they have huge established audiences who are ready and waiting to hear your opinion, thoughts, and solutions to their challenges. The big benefit here of course is that, once again, you face less competition from your peers, so your voice is more likely to be heard.

The Element of Surprise

Explore the social platforms less explored, uncover hidden gems, create a campaign that goes against the grain and by doing something that little bit different, you’re sure to catch the eye of your target market.

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