As one of my favourite writers, Seth Godin, once said, not taking risks is risky.
So you pull together a marketing plan, using the data, calculating the ROI and working with agencies to maximise your reach and NPS. And launch a campaign that is bullet-proofed to deliver to objectives.
Your competitor launches at the same time...using the same data...and with a similar campaign.
ROI squashed as cut-through, brand-linkage and call to action lost in the confusion.
Safe is risky.
Guaranteed you have great ideas that are a little left of centre. Talk to some customers, ask them what they think. Guaranteed they are going to make those great ideas even better.
What better way to get 'risky' ideas over the line than customer say-so?
YOU? what innovative campaign ideas have you tried? What did your customers think?
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