Trying to do everything is the fastest route to mediocrity. The best brands are very selective, and choose a few areas where they can be brilliant.
There’s no doubt about it. We are living in a world of abundance. We have more channels, more options, and more ways to connect with our customers than ever before. And the new does not displace the old. Each channel is additive, and places another layer of complexity to your marketing.
This is leading towards a massive marketing obstacle: trying to do too much.
There is always another tool and platform that is adding to the complexity of marketing. As a result, marketers have a tendency to add to their portfolios. It’s an issue of FOMO — fear of missing out.
Doing too much will dilute your brand. Instead of adding to your marketing portfolio, get focused and choose where you will be brilliant.
The MoR Test
A few weeks ago Avinash Kaushik, the Digital Marketing Evangelist for Google, spoke at the Art of Marketing. He introduced the audience to the MoR Test.
The MoR Test is a simple way to test the effectiveness of a company’s social programs. Avinash asks, “Would you create more social media activity if you took all the money you are currently investing in social media and threw it all off the roof of your office building?”
“During prime time, say noon, you throw the cash off the roof,” continues Avinash. “Surely, when cash is floating down from the sky, people will grab it and tweet it, write posts on Facebook, post pictures on Instagram, and of course videos on YouTube. Measure all this social media activity. If the social media activity is more than what you are currently getting on your current social platforms, why are you on social media?”
It’s basically the “Money off Roof test.”
It’s a tongue-in-cheek idea, but it hits home. Many companies are blowing thousands, if not millions, of dollars annually on marketing programs that deliver no tangible value. They’re doing it out of some perceived obligation.
If you’re investing in a marketing activity out of obligation, back away slowly and then run! There’s no rule that states your brand has to be on every platform.
Focus Where You’re Brilliant
There are more marketing options than resources. This is a fact.
You can’t do it all. No company can. Not even Apple.
Apple is one of the richest companies in the world, but it’s social media presence is the dog’s breakfast. The company doesn’t even have a Facebook Page or Twitter account. Apple has only dipped its toe in the social media waters with Apple Music, but otherwise there’s no presence.
This is actually quite liberating. Apple knows it sucks at social, and it plays to its strengths. The company is brilliant at advertising, launch events, and retail. And that’s where Apple connects with its customers and builds its brand.
You can take a similar approach for your business. You don’t have to do it all. In fact, you shouldn’t. Choose a few areas where your company can be brilliant and double down on them.
If you’re brilliant at social. That’s where you play.
If you’re brilliant at events. Create wow experiences.
If you’re brilliant at PR and media. Work your contacts.
You get the idea. Play to your strengths, and amplify your brand where you make the most impact.