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So You've Been Publicly Shamed by Jon Ronson
Case studies from famous public shamings and insight into how the affect the psyche.
Great insights into public relations pickles and strategies; fascinating case studies and learnable warnings to always think before speaking... or tweeting.
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How to Get Lucky
How much of a role does luck play in marketing success?
Are certain brands successful because they have superior products, or superior marketing, or is it just dumb luck? Marketing is a fascinating industry because generally in a university program, you are taught that marketing is about following specific formulas. A+B+C = successful marketing campaign. But if that’s true, why do some campaigns rocket to success and others never even take off?One of my favorite business books is The Tipping Point by Malcolm Gladwell. It explores what tips certain trends and products into success and others do not. It’s a fascinating topic because we live in a society that ebbs and flows in trends. We curse the very things we praised just months earlier.
Most businesses who look to hire a marketing agency are looking for instant success. They want to pay x dollars and receive x followers on social media. Or pay x dollars and increase sales by x percent. Can we tell you a secret that most marketing agencies don’t want to share? There are certainly ways to target, project, and achieve these goals- but there is no magic formula. 10 different companies could launch the exact same campaign and have 10 different results. At the end of the day, you can predict, analyze, and project as much as you’d like with the best of equipment and focus groups and expertise, but there is no way of knowing whether your marketing will be successful. You’d have to literally ask every single person in your target audience what they want- and even then, people are fickle. You have to make your best guess and go for it.
Why is this? There’s a lot of elements that play into a successful marketing campaign. Some of which being: budget, targeted audience, creative execution, reliable/credible product/service, strategic engagement marketing, etc. There is simple truth in that the more people you tell, the more will listen. But perhaps one of the biggest factors is just plain dumb luck.
I hate this as much as you do. I wish I could make my own success directly determinant on how hard I work. But at the end of the day, sometimes we just have to get lucky. Many successful individuals or companies will share how they clawed their way to the top, but many will also tell you they happened to be in the right place at the right time and catch a lucky break. We ourselves at Honey MAP have had lucky moments where we happened to be talking to people at the precise moment they needed a marketing agency. No advertisement could ever beat that.
So how do you get lucky? You know the saying “Success is where luck meets opportunity”? Our advice to any client looking to grow their business would be to keep working hard, implement the marketing plan, chase your goals- but keep your eyes open for opportunities where luck is on your side. The more you put yourself out there, the better chance luck has of finding you.