especially on a huge sales day like Black Friday . So why would they do this ? The company wanted to call out consumerism and highlight the environmental impacts of purchasing new clothes — even their own . They took a stance on their values , and because of a counterintuitive advertisement , they gained a loyal band of customers .
Poo ~ Pourri
Designed to stifle the bathroom smells that come with being human , Poo ~ Pourri ran a “ Girls Don ’ t Poop ” campaign that got people talking . The punchline was that , of course , girls do poop . But with humor and a bit of controversy , the brand made a name for itself in an industry that was dominated by big-name air fresheners like Febreze and Glade .
DIFFERENCES BEYOND THE MESSAGE
More than ever , your words matter . Finding the right words to drown out the noise of your competitors and other advertisers in the minds of consumers can be very difficult , but one of the surefire ways to stay memorable is to stay controversial . When you swap being “ better ” for being “ different ,” you ’ re giving consumers a fresh way to connect with your brand , and one that they ’ ll remember a lot more .
But standing out doesn ’ t stop there . If everyone else in your industry is advertising on Facebook , give Instagram a try . So many of my competitors advertise online , inundating the space with information , but not many businesses provide custom print magazines like the one you ’ re reading right now . By giving your customers value that they can actually remember , they ’ ll keep coming back again and again .
Push your brand to be different , to stand out , even if it ’ s a little bit scary . Oh , and next time I visit your website , I better get more out of it than I did this time around .
Need help with differentiating your messaging ? Contact us at TM . Media today .
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MY ADVICE ? IF YOU REALLY WANT TO STAND OUT AND CREATE A COMPANY THAT SCALES IN THE MARKETPLACE , STOP COMPETING TO BE BETTER . INSTEAD , COMPETE TO BE DIFFERENT .
Andy Buyting ' s thought leadership journey started when he published his first business book in 2007 and first magazines in 2009 . Since that time , he has leveraged custom magazines and online digital content strategies to establish himself as a leading authority in content marketing and brand positioning . Through his company , Tulip Media , Andy and his team make these content marketing strategies and tools accessible to their Client-Partners .
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