Great Marketing Means Thinking (and Executing) Differently

Some marketers warned us that flash mobs were passé, but we went ahead and organized one anyway. So why did we do it? Because we knew we could do it differently, and most importantly, we brought our special sauce – video marketing – to the table. It went well for those involved, our marketing community, and our business.

Recently, Verne Harnish, founder and CEO of Gazelles, Inc., wrote an article for Fortune Magazine highlighting five ways to think differently about growing your business. The article is also reproduced online on CNN Money. 

Our flash mob made the list under the heading "get really crazy." Naturally, we think getting really crazy in a sane (and compelling) manner is a great way to grow a business. Despite the logistical challenges of planning, promoting, and pulling off the flash mob, it went off without any major hitches and ultimately resulted in new business for us. In the following video, we discuss how we pulled it off: 

Not up for a flash mob? Verne offered four other ideas as well:

• A tech company offered small businesses use of its new software for a small fee - just $10 - with the promise that the fee would be donated to a charity. Social media karma goldmine.
• A jewelry designer courted retailers to visit her booth at a big trade show by sending love letter-style notes instead of making the usual phone call.
• A marketing firm took social media to the next level by seeking out and participating in specialized niche web communities.
• The owner of a renovation company invited neighbors of remodeling projects to call him directly with complaints.

Posted by Rob Ciampa
Thursday, 08 December 2011