you can't copy someone else's strategy

In the post on Missoni mania, Kate asked an interesting question. What language did Target use to generate buzz and promote the Missoni launch? Could I share examples?

Target’s primary way of spreading the word was a well placed TV commercial. They didn’t run it often. Just enough during key TV shows to get people talking.

You’ll also notice that they used almost no language in the commercial. It was all about creating visual spectacle. It was about creating a Missoni world and showing you how you could be part of it.

But before you go trying to replicate Target’s Missoni campaign, it’s important to keep something in mind.

While you can be inspired by someone’s strategy, you can’t employ it directly as your own.

It feels to me like so many of us our searching for the perfect prescription for our marketing. We want someone to tell us, do this, then do that, then do that, and you’ll be successfully marketing your business.

But it doesn’t work like that. What works for my business may fall completely flat for your business. We have different products, different target audiences. And your approach to marketing has to reflect that.

The best marketing – the kind that gets people talking, that generates buzz – doesn’t come from following a checklist or doing what other people have done. The best marketing comes from somewhere creative.

So by all means, be inspired by great marketing. Just know that if you try to replicate it exactly, your marketing will likely fall flat.

PS. I’m completely redoing Marketing for Makers for January to reflect a more creative approach to marketing your business. If you want to be the first to know when registration opens for the new class, sign up for the mailing list below.

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