Australian Business Coaching Club Newsletter Breaking Eggs for Your Marketing Omelette

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Breaking Eggs for Your Marketing Omelette

Do you remember the Sam Kekovich ads promoting lamb - a call to patriotism, and describing people who don't eat lamb as un-Australian? Somewhat controversial to some people, and just fun to others, but people certainly talked about it. (If you want to see one of the ads, here is a sample:

Oscar Wilde said: "There is only one thing worse than being talked about, and that is not being talked about."

For your business to be talked about you must be memorable, but you don't get remembered if you not. It is impossible to please everyone, so don't try. That means you must ruffle a few feathers.

To attract the right people to your business, you must repel others. If 5% hate you, 5% will love you, and the rest won't care. The alternative is to upset no-one, and no-one will care.

The target for the Lamb Marketing Board was attract people who eat meat back to lamb, not to convert vegetarians. They didn't even mind if vegetarians were offended, that was not who they were talking to. The ads were also presented in a very traditional Australian larrikin style humour, and although Sam's parents were unlikely to have been on the first fleet, it didn't matter, so it could also appeal to newer Australians who just wanted to enjoy some of the cultural delights of their new country - but you can't please everyone.

How are you ruffling feathers in your market place. What eggs can you break to make your marketing omelette?

All you need to do now is to Empower yourself and take action ...

May Your Business Be - As You Plan It.

Dr Greg Chapman - The Business Brain Surgeon
The Australian Business Coaching Club