No More Mild Marketing

This week, we threw caution (and our taste buds) to the wind. Elena, Angela and Rob shared their boldest marketing takes while eating progressively spicier wings. The format was inspired by Hot Ones, and the opinions were entirely our own.  

—Elena

 

94% of pricing power is driven by how meaningfully different a brand is perceived to be.

That stat from Brand Z makes a strong case for bold marketing. Brands that retreat into caution during uncertain times erode the very equity that protects them when things get tough. 

 

No more mild marketing.

Is narrow targeting worth the premium?

Usually not. Third-party data is expensive and often inaccurate. Broader reach tends to outperform, and on TV, a low CPM doesn't carry the same warning signs it does in digital.

Is retargeting growing your business or flattering your dashboard?

Mostly the latter. It hunts people who were already going to buy. Real growth comes from reaching light buyers and non-buyers, not recycling loyal customers back through the funnel.

Does paid search create demand?

No, it captures it. When eBay turned off paid search, organic traffic largely picked up the slack. If you're measuring by last click, paid search looks like a hero. It may just be taking credit for demand your brand built elsewhere.

What's the blind spot in your first-party data strategy?

It's built around people who already buy from you. Ehrenberg-Bass research shows growth lives outside your CRM, in audiences who have barely heard of you.

Should brands take a stand on social issues?

Rarely. Survey data says consumers want it. Purchase behavior says otherwise. Unless a position is genuinely baked into your brand DNA, staying out of it is usually the smarter call.

Listen in on our discussion.

 

 

“Why Playing It Safe Is the Riskiest Bet in Marketing” 

This opinion piece from Ad Age by Zach Kula makes the data-backed case that in uncertain economic conditions, cautious marketing actually weakens brands. 

Read the article.

 

 Dull doesn't sell. 

 “You can't bore people into buying your product.”  

—  David Ogilvy, Founder of Ogilvy & Mather

 

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts.