With a lot of unpleasant things happening in the country right now, it’s easy to understand how everyone has gotten caught up lately with something as fun a lotto fever. We all like to dream of what we’d do with hundreds of millions of dollars (or $1.6 billion in the case of the crazy MegaMillions jackpot the other day). Though the odds of winning are obviously astronomical, it’s still a fun escape from the day-to-day drudgery.
Luck vs. Opportunity
A few weeks ago, I posted an article that talked about the concept of luck when it comes to marketing. Though luck (or fate, if you prefer to look at it that way) can happen, you cannot depend on it to grow your business. You have to get out there and create your own opportunities.
However, there is something from the lotto experience that does indirectly apply to marketing, and there is a slightly different way to look at the concepts of luck or fate. Please bear with me. First, let’s think about the “luck” involved in winning a lottery jackpot. Some people do always play the same numbers, but I’m really thinking about the majority of us who just get “quick pick” tickets with random numbers drawn. In this case, it really is a matter of being at just the right place at just the right time for the machine to spit out the exact numbers that will later get spit out randomly (well, we’d like to hope) by a different machine the night of the drawing. That’s pretty much the definition of luck because, in theory, it’s completely random.
Marketing is not random. In fact, it takes a ton of strategy to get your brand developed effectively and then positioned in front of your target audience through various media. Yet, in a way, you are still aiming to get your marketing message in front of the right person at the right time. When they decide to purchase your product or service being advertised, you may be putting a little bit of luck on your side.
Often, marketing has an aggregate effect on consumers. They see your brand in multiple places, they hear good word of mouth or they see your products or services being used. Maybe they are a past customer that keeps coming back because they like what you have to offer. Over time, they develop a positive association with your brand that ultimately compels them to buy.
The Right Place. The Right Time.
Even in the aggregate method, it’s still a matter of being seen at the right places at the right times by the people who are most likely to be interested in your particular products or services. Then, there will be other cases where the first time someone sees your marketing, they are immediately hooked and sold right then and there. These instances are much more rare, but they can happen with an effective marketing approach. This is especially true in the world of direct response marketing when you have a strong call to action that sparks a decisive response from the consumer.
How you get your marketing messages out there is a different topic for a different day. I highly recommend you go back through this NextGear Marketing Blog archives and you’ll find plenty of articles on a variety of strategic marketing topics that cover many different media outlets. The point is, when you get the word out there a lot (and that word is appealing to your target audience), you have a better chance of turning the concept of luck or fate into real business opportunities.