How can brands ensure their marketing is always a hit? You can't, says entrepreneur Oliver Yonchev, because so much of creating a successful piece of marketing relies on "magic". That "magic", Yonchev says, relies on brands taking risks to create something that produces an emotion in their target audience. "You won't find a rulebook here," he says. "You won't have evidence of a competitor in your industry doing it. You almost certainly will annoy your CFO when pursuing it. [But] feelings and the future are the only places you'll find your [magic]." What have been the most successful, but risky, marketing plays in recent memory? Share your thoughts.
Lets be honest… 90% of marketing won’t meet expectations. It’ll be indifferent at best, and have a negative impact, at worst. But we do it because… 10% of marketing is MAGIC! Yes, that’s 10x, needle moving, trajectory changing magic! The only way you can create magic, is by doing one of two things: 1 - CREATE SOMETHING THAT MAKES PEOPLE FEEL SOMETHING! Anything; laugh, cry, joy, anger, something strong enough to compel an action. This is hard, requires you to take risks, potentially offend, and you certainly can’t create magic by consensus. You tend to find that business that consistently produce it, had a taste, and then they slowly create a culture around it as more in the org get seduced by the spell. 2 - FINDING AN UNFAIR ADVANTAGE IN WHAT COMES NEXT! This is what I mean when I say “staying at the forefront” is something all marketers should do. You MUST to explore less understood mediums; new technology, new channels, new features, and so on. You won’t find a rulebook here. You won’t have evidence of a competitor in your industry doing it. You almost certainly will annoy of your CFO when pursuing it. FEELINGS and the FUTURE are the only places you’ll find your 10%. I explored this and more with Oana Leonte 💬 on the Unmatchd podcast.