![]() Unfortunately, even some of the largest brands in the world don’t have online stores that enable cross-selling functionality. The Concept: Glad's "Stuff The Bag" Campaignįor many CPG brands, cross-selling has become infinitely easier to accomplish online than in-store. Here's the second activation idea from another one of my many notebooks. Well, you be the judge as to whether I've held up my end of the deal. The central conceit of the challenge was this: "Can I conjure-up a marketable idea every few days, conduct a bit of research, write about it, and make it ready for the eyes of my peers? More than that, can I find the time to create a nice companion graphic and a strategy that’s a less-than-vague but still realistic? Lastly, can I keep my ideas different enough with each new concept that I never copy one strategy and merely repackage it?" That’s the main idea behind the challenge I gave myself a while back. The ability to create in a bind is the most valuable tool in the marketers arsenal. ![]() It’s up to the keen marketer to always have the next big idea ready to go. You will see your best work copied time and time again. I used to look at these situations with a twinge of malice, but I’ve learned it’s simply a fact of life as a marketer. Copying, however, is a different story, and a challenge for many marketers.Įvery now and then, a friend or colleague will send me a note about a campaign, a landing page, an ad, or some kind of creative that looks just a little too similar to something I produced a few weeks prior. From there, you can build, add new context, new flavors, and create something utterly new with your own spin on it. ![]() Put simply, if you want to outperform, it behooves you to get to the core of your competition's mindset and find inspiration in the essence of their work. Through further analysis, it becomes apparent that this was not a malicious quote rationalizing IP theft. Great artists steal." While this statement may seem to say that all great works are stolen, the meaning is quite different. Regarded as one of the most prolific composers of the 20th century, Igor Stravinsky once uttered the curious quote: "A good composer does not imitate he steals." Later, Steve Jobs would paraphrase the one-liner, saying, "Good artists copy.
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