Brilliant marketing is not part of any ad campaign. Brilliant marketing is not a viral video on YouTube.
I love social proof, but it’s not enough that I’ll write a review of Social Metrics Pro, it’s social proof, and a testimonial, and it will make sales, that’s great, but it’s not part of brilliant marketing.
The two steps to brilliant marketing
There are many small parts of brilliant marketing, and two major parts.
The first step to brilliant marketing is to add free, this means that people can use the product or service before they buy it. This way, you’ll never get customers who didn’t understand what they bought. You’ll have a lot less complaints. There are many ways to add free, but a free trial is one of the most common ways to do it, or a light version that’s free, and then a paid/ premium version with more features.
The second step to brilliant marketing is to actually create something that will help people, no matter if they end up being your customers or not. I love what TOMS shoes are doing. With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for one. But, you need to be a customer to make this happen.
Let me give you an example of brilliant marketing from a Norwegian business.
Brilliant marketing from a Norwegian business
I Wrote a blog post about how to market high speed internet service providers a while ago, and I asked the question, because usually, what happens is that an internet service provider will create a marketing campaign that focuses on low price and high speed. But, Monsternett is different.
Monsternett is a local internet service provide in Halden. And if you don’t know this already, I live in Halden, a fairly small town in Norway. I am very impressed with what they’ve just accomplished. They announced a few days ago that they are now providing completely free internet access (WiFi) to downtown Halden. The free internet access is for the shopping street. No username or password are required, and it’s open for 3 hours per user every single day. That’s more than enough time for most people.
I know I’ll be thinking of Monsternett whenever I am using the free internet.
Monsternett has added free to their marketing, and they are helping regular people with their marketing and not just customers.
That’s brilliant marketing.
What’s your thoughts on what Monsternett have done, is this brilliant marketing?