Marketing: Before ‘fancy’ do the ‘basics’ [#100]

Posted by Adam Franklin

[Hudson Yards, New York, USA]

Hudson Yards “Vessel” isn’t the first structure in New York, but it’s one of the fanciest. It’s also not the first structure in New York. The city has created thousands of basic buildings before it did the fancy one. Same should be true for your marketing!

VIDEO – Marketing Basics: Before Fancy Build The Foundations

TRANSCRIPT: Marketing basics

Adam Franklin here at Hudson Yards in New York. Now what you’ll see behind me is this incredible structure and it looks really complicated and it is, it’s pretty spectacular to look at. And you’ll also see behind me this enormous residential tower.

Now, what this got me thinking about in terms of marketing is that this fancy thing behind me of course, it’s brand new, it’s what everyone’s looking at, but it’s not the first building in New York. So, they’ve done heaps of other ones, they’ve got the basics right, they built tonnes of the foundation, they built tonnes of good buildings, and then they start to get fancy. They start to get cutting edge or bleeding edge and doing trendy stuff. And I think too often with our marketing, we want to get straight to what we think is the fun, exciting stuff that’s going to get lots of attention and whatever else.

But in reality, if you don’t have the practise of doing the normal buildings, getting your practise, doing that for a period of time, there’s no point in trying to attempt the fancy stuff that it’s just not going to work for you.

So, that is my analogy today. I highly recommend you check it out if you’re in this part of New York and that’s it from me, we’ll see you next time.

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