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Is A Successful Marketing Campaign More Down To Luck Than Judgement?

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Go online and you will see thousands of guides instructing you on how to guarantee marketing success, and in most of these guides the costs are low and the rewards are huge! Back in the real world of marketing we all realise it is often hard and expensive to become one of the few brands that capture the public's imagination.

It will often rely on sustained advertising that captures the public imagination, wide exposure across all types of media and above all, money.

Just getting your brand noticed by your target audience is a feat in itself, and items such as promotional gifts are frequently used as a way of just getting your brand in the eye line of potential buyers.

Despite composing the best marketing plans and employing the finest strategists around, in many cases it can all come to nothing without that most illusive of ingredients, luck.

No matter how much research you do into what will prove a hit with consumers, you can never truly predict what will capture the public's imagination. Thousands of marketing experts whose reputations have benefitted from falling upon this nugget of the marketing world will probably disagree, claiming it is all about intuition and know-how, but in reality you can never predict just how successful a campaign will be.

The internet has made it possible for just about any company to succeed in drawing attention to their brand and many manage this without the other key ingredient of marketing, money. Many companies have shown that all you need is a good idea and the means to demonstrate it, after that you are very much in the hands of the Gods.

The following examples are an excellent demonstration of a great idea finding itself in the right place at the right time.

Will It Blend

This is a great example of a simple idea taking the world by storm. A manufacturer of industrial blenders struck upon the unique idea of coming up with a series of YouTube videos where a man in a scientist's overcoat would see what would happen when Ipods and golf balls were put into their blenders. Cue an overnight sensation.

Benson's Beds

Take a few mattresses, line them up lengthways in a loop around a warehouse and then push them over to create your own domino line of mattresses. This simple idea created an overnight viral hit for a bed manufacturer and is another example of how a novel and simple idea by a lesser known company can lead to a global smash hit. And all by being in the right place at the right time.

Those examples all illustrate how effective it can be to have a good idea that is then taken and shared among millions of people online, and it is the holy grail of viral marketing. Like most major scientific breakthroughs, the success of these campaigns took a unique mixture of a great idea coupled with a healthy chunk of luck.

The final example is a vintage one and one where the recipe still worked despite the removal of one of the key ingredients, a good idea.

Spam

Take some processed Scandinavian ham, give it a silly name and then stand back and watch the world go crazy. This product gained its popularity during the war when rationing was in force and the tinned pork shoulder brand gained popularity when fresh meat was scarce. Then in the 1970s they really got lucky when they were included in a hugely successful Monty Python sketch. The rest is history. To date they have sold over 7 billion cans of the stuff all over the world and it is a fair bet that in any country you go to it is one of the few words you will have in common. That is a level of success that money just cannot buy.

So is luck the main factor in having a marketing success and how important is having a good idea when it seems it is possible to stumble upon success?

For the vast majority of companies, having a viral hit will remain an illusive goal, so coming up with unique and innovative ideas is vitally important to even achieve a comparatively small level of success. As for whether your idea will capture the public's imagination enough to really go viral, that is in the hands of the Gods.
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