Blogs > Better is better than Louder, according to Seth.
April 13, 2023 Michael Bickerton
I truly like to write, and talk, and write and talk… seems I like both.
Yet, if I’ve learned anything over the last 10 years or so, we have come to know that less is more. This sentiment is so very important when we discuss marketing.
Our business is sweepstakes marketing or contest marketing, and we are a very unique agency that specializes in this one niche area. We work with marketers internationally and have had the opportunity to review and see many programs running in real time.
We work directly with brands as well as their agencies, other marketing firms, specialty agencies, pr agencies, social media agencies, and paid search agencies. I think you get it, we work with clients of all types and sizes.
Seth’s (one of the leaders in marketing) blog is one that I follow. I recommend you consider a follow as well. You likely know that he’s a specialist, a disruptor, but a specialist. Seth’s commentary isn’t flawless, but it’s always insightful and thought provoking. Seth’s recent blog “Promo Creep” really resonated with me, as we see so many of these client reactions and measures.
Truly, I dislike giving clients and customers too much commentary and certainly bad news, but we see it again and again and again, and sometimes marketers need a reminder about underpinning and overreacting to programs. Seems to me at times that marketers are running against the current “marketing norms.” A lot of effort is put forth on programs where the marketer is swimming upstream along with everyone else. Seem to me that it’s time for some consideration about not only the programs but the strategy and tactics that support those programs.
Seth noted these tactics:
Run more ads.
Make the logo bigger.
Add more blurbs.
Push the press release to irrelevant people.
Do one more ad.
Use AI to create faux intimacy.
Get the word out.
Get more attention.”Godin, 2023
Fact is that at times marketing can just be more of the same … simply adding more noise in a very crowded space is counter production.
Consider this, what space is crowded? ALL OF THEM! Email, social media, radio, TV, sports. Marketers really think that the more money they spend and the more noise they make equates to the more successful they’ll be, but that is not the case.
Here are a few things to consider before running your next sweepstakes or incentivized marketing program. (Any program or campaign for that matter):
In the face of all this choice and clutter, consumers realized that they have quite a bit of power. So advertising has stopped working. – Seth Godin
Michael Bickerton, April 2023