Good Marketing is about being DIFFerent
Conventional wisdom is the best way to be average. Nonprofit marketers should strive for more.
Did you check out Commercial Fest 2021 (er, I mean the Super Bowl)? I did, and the commercials, as usual, were my favorite part. I loved the ones that made me laugh, or tugged at my heart.
There were two commercials that everyone is still talking about. I’ve read articles on them, watched them blow up on Twitter, and (of course) looked them up myself to rewatch them. These commercials have one thing in common, they were incredibly unconventional!
The 5-Second Reddit Commercial
This commercial was five seconds and has been discussed, written about, and well emailed about, more than any other commercial I know of. Not only that, it was a 5-second commercial that was all text! How crazy is that? I wish I could have been in the pitch meeting for that one, “we are going to spend all of our marketing budget on a 5-second commercial, that is all text, and no one will have time to read!” (Looks into the crowd of blank stares)…
The Oatly Superbowl Commerical (it’s terrible and brilliant)
If you just watched that video, I’m sorry. But, you get my point. This commercial is so bad that it has gotten an insane amount of attention. It’s so bad, that now, days later, the jingle is still stuck in my head.
So what’s my point?
These commercials were both so unconventional, so out of the box, so nuts, that they were brilliant and gained a ton of attention and fans. I’m writing about them, aren’t I? You are reading about them (hopefully) aren’t you? You get my point.
Nonprofit marketers need to be different as well. Conventional wisdom is the best way to be average. Being average isn’t the goal of marketing. The goal is to stand out. So, let’s shake things up, take a risk, try something new.
Maybe try a new type of social media post, if you never do video, try that. If you never go live, try that. If you focus all your time on LinkedIn, what would happen if you spent a week trying out Instagram Reels? If you never do paid ads, try them, starting with a small budget.
The wonderful thing about digital marketing is that we can try new things, iterate on what we learn, and grow our efforts with little to no investment. So, let’s shake things up, and see what shakes out!
Great Reading for Nonprofit Leaders
Business jargon is actually damaging your business - there is a lot of jargon in the nonprofit space, and words matter. Nonprofit leaders must be careful not to use language that confuses or disenfranchises people.
People are more likely to trust—and buy—purpose-driven brands - People love to get behind something with purpose. That’s one reason the audience cheers (silently) when Iron Man beats up the bad guy, the purpose is obvious and easy to follow. If you want to create fans of your nonprofit, make sure they know your purpose!
Never Say Never: Mastering The Art Of The Ask - This article has some great tips on how to ask for support. These may be simple, but every good fundraiser can use this reminder.
Why More Brands Are Going Live With Their Videos (and Why You Should, Too) - If you aren’t doing live video to connect with your audience, it’s time to start. The stats in this article are staggering. Check it out!
Other Interesting Reading
Here are a few other articles that I found interesting this week.
How a Farmer Made $68,000 Renting Her Goats for Zoom Calls - If you are still looking to make your zoom calls more interesting, maybe this is worth trying!
How to Escape the Confines of Time and Space According to the CIA - This one is a little out there, and long, but the fact that the CIA was at one time researching this is pretty fascinating.
Check out my Podcasts
Tech Talk Y’all - A technology news podcast
This week we talk about the Superbowl Reddit commercial, an insane tool to create virtual (realistic) humans, a hacker that tried to poison Florida, and much much more.
TogetherLetters - A podcast about our new startup www.togetherletters.com
This week we talk about how we are working hard to get better user engagement on our platform. Getting people to do what you want them to do is hard!