Marketers for Benjamin Moore Paints, intent on promoting their ArborCoat Stain that “makes old wood look like new,” recently built the world’s largest yo-yo out of old deck wood.
This man-sized toy, measuring six feet in diameter and weighing nearly 400 pounds, sets a new standard for spin.
The team carted it out to the desert and dropped it from a 100-foot crane. Like too many marketing campaigns, it went up and down a few times, and then came to a complete stop, hanging out there inertly.
Whether you see this guy trick as a lovably retro attention-getter or a stain on the profession of marketing, there’s no doubt it was calculated to amuse. But will it monetize? Who in Benjamin Moore marketing could know whether it would be an effective marketing strategy, before deciding to drop hundreds of pounds of cash to find out?
CEOs and sales leaders often relegate marketing’s role to generating that vaguest of business outcomes, “awareness.” Marketers too often seem to settle for this career- and revenue-limiting goal, putting enormous effort into style points rather than focusing on strategies and tactics that have a measurable impact on the sales pipeline and business growth. That’s why, in an economic downturn, too many marketing careers wind up twisting in the wind.
What’s better than a 400 pound wooden yo-yo? Marketing strategies that make a measurable difference. For instance:
If your marketing team is already all over these strategies, congratulations! But if you’re hearing the sales team baying for greater quantity and quality of leads, or if you’re uncertain about the value you’re getting from marketing, or if your revenue curve isn’t what you know it could be, now is the time to take it up a level.
Given the 1,001 Things that marketers are expected to get done these days, it’s easy to get trapped in the marketing equivalent of trying to make old wood look new.
But there are ways for CEOs and marketers to generate real results, do less heavy lifting and have the kind of fun that makes a measurable difference.