Why you need a speedboat team in marketing
How many times have you seen this happen? An opportunity comes up for your brand to make some noise. It wasn’t planned, it couldn’t have been foreseen but IT IS still a great opportunity.
You try to find someone to jump on this but everyone is caught up with their other projects with ever nearing deadlines. You spend half a day trying to find a solution to then just give up as no-one is free and it would take too long to prioritise this work for the opportunity to then be missed anyway.
Oh well, it isn’t business critical but these types of opportunities rarely are. If you miss the chance then you will just carry on like you did yesterday and the day before, keeping the big tanker moving. Right?
Wrong! This is huge! A glimpse into the future of the wave on the horizon that should not be ignored.
Reactive opportunities create massive ripples across the marketing ocean and can put brands in the eyes of many potential customers. It can create a lot of in-expensive buzz for a brand. It shows that your brand is agile and modern, able to adapt and change with your customer’s passions and environment. It shows that you are experiencing the same world as your customers are now. It gives your brand a breath of life, a chance to be alive.
Pro-active opportunities gives your brand the chance to be even more bold with it’s marketing, gathering real-time data and creating a test and learn environment. An opportunity to test an idea out without massive consequences or budget. If an idea fails you haven’t lost anything, actually you will have gained significantly! A glimpse into the ‘what could have been’ future of the company if you had taken the tanker blindly on that course.
You need to make sure that capturing and capitalizing on these real-time opportunities is part of your marketing strategy by having a speedboat team that reacts to the opportunities around the tanker. Being your eyes and ears, able to go further ahead, change directions in an instant and test out the waters before the mothership is already there and unable to change course without consequences. Big companies should learn from start-ups, creating this type of entrepreneurial speedboat team as part of their marketing arsenal to achieve what is seemingly out of reach for the big tanker.