Over the holidays I scrutinized a bombardment of marketing blogs and whitepapers forecasting marketing’s future. I could draft my own set of predictions, but I would only be repetitive. Instead, I plan to share some observations this month about the topsy-turvy world of marketing starting with Retro-Innovation.
I have always been an advocate of Hybrid Marketing; a blend of classic marketing and Web 2.0 interactive, collaborative platforms. What I am observing is marketers are moving further away from classic marketing (push or outbound tactics) and leaning more towards inbound marketing. In addition, due to the increased penetration of mobile devices, sellers are now being challenged to engage with their buyers in real time. Through engagement, companies have learned the benefit of identifying their dedicated, loyal customers (a.k.a. Brand Evangelists, Super Fans), individuals who spread the word about the benefits of their products or services. Smart marketing! However, now I believe it is time step back and add a dash of classic marketing back into the hybrid blend. I call this process Retro-Innovation – taking a classic, proven marketing concept and updating it.
There are numerous ways companies are connecting with their online Super Fans – real time engagement, rewards, discounts, etc. Suggestion: Get offline and meet your Super Fans live by creating an event (a.k.a. party). Event marketing is an old concept, but with a dash of Retro-Innovation, it has the potential to go viral. Rationale:
- Everyone loves a freebie.
- A well orchestrated marketing event exercises the principle of exclusivity. People still value exclusivity.
- A great way to sample products/services and get live feedback. Surprise your guests with a take home goodie bag.
- Satisfied guests will share their experiences via social media.
- Documentation of the event (e.g., video, photographs, etc.) can be utilized as content for a company’s ongoing online marketing initiatives.
Does your organization’s marketing need some Retro-Innovation?