SBR 42: BEING BOLD WITHOUT THE BULLSH*T. HOW TO CUT THROUGH.

I hosted a panel discussion at Mad//Fest this year with Annie Morris (Co-founder of Spoon Cereals), Pam Digva (Co-founder of Sauce Shop) and Sam Dolan (founder of Jazz Hands marketing and former head of marketing at Birdseye).

FIVE WAYS TO BE BOLD WITH YOUR MARKETING

We had a lively discussion about bold marketing, which I’ve tried to summarise into five themes.

1. Defining Boldness in Marketing. Bold marketing isn't just about being audacious; it needs to align with your brand's core values and mission. It's crucial to be bold (it gives you great cut through and makes your comms more effectIve) but it needs to be done in a way that is ”on brand” rather than simply being flashy or controversial for the sake of it.

2. Boldness on a Budget: For SMEs, it's essential to be strategic with limited budgets. Focus on bottom-of-funnel tactics initially, such as PR and creative collaborations, rather than expensive top-of-funnel advertising. Engagement and word-of-mouth can be more effective and budget-friendly.  But do this in a way that is consistent with your long terms brand positioning.  

3. Ensuring Authenticity: Authenticity in bold marketing comes from a deep understanding of the brand's essence, often rooted in the founders' beliefs. Over time, this evolves into hiring team members who align with these beliefs. We discussed the importance of using behavioural targeting over demographic descriptions like “millennials” - euuuuruggghh.

4. Successful Bold Brands: Brands like Ben & Jerry's, Lego, and The Gut Stuff have successfully executed bold marketing by staying true to their brand values and engaging their audiences with humour.

5. Practical Bold Strategies: Embrace technological advances and be a first adopter for cost-effective impact. Utilise social media and PR strategically, and encourage user-generated content for authentic engagement. Creativity coupled with a strong media strategy (owned, paid and earned) are key to standing out.