Back in April, I compiled some marketing hits and misses. A few of these are real stinkers, but it’s important to note that sometimes taking risks works out really well.
For example, consider my hometown’s public library who used the double entendre, Drop Your Drawers, to get donations of underwear for children served by their school’s family resource centers. So far, more than 300 pairs of “drawers” have been given, some of them slipped through the book slot over the long Thanksgiving holiday weekend.
A couple of risk takers I really admire are the brain trust surrounding Kentucky For Kentucky, an irreverent and edgy online news journal with unique Kentucky-themed products. Griffin VanMeter and Whit Hiler were less than impressed with the commonwealth’s official motto, Unbridled Spirit, so they came up with their own. Then they started a crowdsourcing campaign to purchase time during the Super Bowl to shout their replacement to the proverbial mountaintop from sea to shining sea.
Whether they expected to generate the bucks necessary to be seen during the big game is unclear. Even though they fell woefully short of the money needed to purchase time during the granddaddy of all TV commercial platforms, the pair was rewarded for their audacity with some great coverage. There’s no way I’d refer to their effort as a marketing failure.
Whether you’re ready to take risks or just want to explore low-cost marketing for the first time for your business or non-profit, I can help. There’s no charge for initial consultations. Give me a call.
