Monkey Monday - June 3rd, 2019

How to get your marketing out of a rut

Online Marketing | Communication | Marketing | Monkey Mondays

Welcome, loyal viewers, to another Monkey Monday vlog with Rusty Monkey directors Chris and Matt. Have you ever felt stuck in a rut? Do you feel like you’re stuck in one now? Well, you’ve come to the right place, because today we’re talking about ways to get yourself out of one.

In marketing and advertising, it’s easy to keep using the same strategies every year, but maybe it’s time for a fresh approach.

Here’s the overview:

  • Review your ROI and present budgets (00:54)

  • Look at your cultural advertising opportunities (02:09)

  • Experiment with new platforms (03:04)

  • Run a creative workshop (04:23)

  • Market yourself in someone else’s shoes (04:57)

In this vlog, Chris talks a bit about Seth Godin. You can learn more about this marketing guru on his website, and you can check out all the books he has available here.

Transcript Show / Hide

We’re trying to be exciting.
Yeah, cus we’re not stuck in a rut.
I’m Matt.
I’m Chris.
And it’s another Monkey Monday.
Yeah, sword fighting; that’s an exciting thing to do. We’ve not done that before. So it’s good to break out of your bubble sometimes. Is your marketing department – or are you – stuck in some sort of a rut? Are you producing the same ads every year, are you advertising in the same magazines, are you going to the same exhibitions and shows that you go to all the time and talking to the same customers you’ve always talked to? And do you think that things have gone a bit stale?
We’ve got five top tips of what you can do.
Review your ROI and present budgets. Are your current strategies working? Are you getting a good return? Analyse how you’re using your resources – could your budget be better spent?What would you do with your budget if you could start again from scratch?
Number one is review your ROI – return on investment – and your present budgets. So take a look at what you're doing at the minute and see where you can get money from, where you can pinch things from.
Sometimes it’s important to be brave with these things as well. If you take exhibitions, for example, they can be quite an expensive outlay, and you really probably should have some idea of what return you’re getting on those kind of shows. It’s worth a look to see if it’s still a good exercise to do, and break away from this idea that ‘we’ve gone to this all the time, we should be there because our competitors are there, we need to be seen’ – because maybe if you reallocate that budget elsewhere you can get massive traction and win a new market from some other direction.
It’s quite difficult when you come to a new year, you kind of go, ‘I’ve got no marketing budget because we’re doing everything we’ve done the previous year,’ but you can look at it again and go ‘Okay, let’s stop doing everything,’ in an extreme case. ‘Now I’ve got quite a lot of money. What would I do if I started again?’
Exactly. What would you do if you did nothing that you did last year? Ripped up those plans and started again? A good way of thinking.
Look at your cultural advertising opportunities. Can you go in another direction with your communication to make stronger connections with your audience? Is there a community project or charitable venture that you can get behind to help generate a following?
One thing you could do is start looking at some cultural advertising opportunities, instead of that kind of traditional stuff.
One thought I had was if you always put a full-page advert into a trade magazine, maybe you could put a quarter-page advert going, ‘We apologise; we normally have a full-page advert in this, but we want to spend the money we would have spent on the other three-quarters of this page on saving kittens.’ And your followers may all believe that they want to save kittens, and you’ve suddenly got a troupe of people who believe what you believe and will buy from you.
You can build your brand in different ways, if you understand your audience really well – what they’re behind. Getting a good idea of what your cultural advertising should stand for could be a great way of breaking out of your bubble.
Experiment with new platforms. Are you missing a trick by limiting your marketing channels? Is there an audience out there you’re not engaging with? Can you build a community around your brand?
Maybe experiment with new platforms. There are loads of different ways you can market yourself. It doesn’t always have to be traditional stuff. Maybe you’re the other way around – maybe you’re already doing loads of platforms and you haven’t done any traditional stuff or direct mail. So explore those different platforms, explore the different types of media and experiment with them. Work with other agencies to understand where new audiences might lie. Perhaps there’s an untapped mountain of new customers sat there on YouTube that don’t have your product in front of them, that could have.
I’ve been reading – reading the audiobook, is that a thing?
Reading the audiobook with your ears.
Yeah, some Seth Godin books – This is Marketing is the latest one – and he talks about building your tribe rather than getting an advert in different places. Advertising is everywhere, and it’s all about interrupting people’s view. But if you try and build a tribe and bring people along with you, using some different new platforms, I think that’s a nicer way to go. I’m a bit bored of normal advertising.
Again, be brave, experiment, and see where that can take you.
Run a creative workshop. Invite a range of people from your company to join in – don’t limit it to the marketing team. Fresh perspectives are a great way to generate new ideas. Get everyone invested in a new approach.
So how do we come up with all these new ideas? Well, one way of doing that is to run a creative workshop.
Yeah, we have another vlog about how to run a creative workshop. This can be a really good way of getting your whole team thinking in a completely different way, which may pull you straight out of that rut and come up with some great new ideas.
And it’s not about reacting to a phone call saying ‘Do you want to advertise in this brochure’ or whatever. The world is your oyster – just go out there.
Market yourself in someone else’s shoes. Think of brands you admire that have nothing to do with your industry. How do they market themselves? What is it about them that you like?:r **Chris:** Experiment by marketing your company in the style of your chosen brand. What does it look like? Use this as a springboard to bring something new to your own brand.
One of the things we actually came up with in a creative workshop is a nice little experiment you can do. Maybe you’re happy with some of your outlets, maybe you’re happy with where your marketing is, but maybe you want to change the way you’re voicing this stuff, or come up with a new idea, some new creative – perhaps that’s the rut you’re in, you just need some new creative. So we ran an exercise where we encouraged a customer to think of some other brands that they like that aren’t related to their business whatsoever, and they came up with Dr Martens. So producing a range of adverts and a range of communication in the style of how Dr Martens would do it – analysing how Dr Martens approached their marketing, and their cultural marketing, really helped pull them out of that rut and think in a completely different way. You wouldn’t go there, you wouldn’t do it, but it enlightens you to go somewhere new, somewhere different.
Yeah, it just pulls you out of where you’re thinking at the minute and gives you a slight edge of where you need to go. I think it was really good, and the guys at that company really enjoyed that project as well.
Maybe you’ve got some ideas already of how you’d do that – we’d love to see some examples of your work below. If you’re a painter and decorator, let’s see how you would advertise yourself in the style of Microsoft. There’s a challenge for all you painters and decorators out there. So that was us. Thank you very much. En garde!

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