18 Jun 3 Marketing Insights You Can Learn From the Circus
3 Marketing Insights You Can Learn From the Circus
To preserve a model contemporary, it should inevitably evolve. However, as the former VP of Sales & Marketing of the Retail Sales Division at Cirque du Soleil, Alma Derricks is aware of that not each development is suited to succeed in all prospects in each business. The trick is to pinpoint the alternatives in new traits that can work to your model, somewhat than making use of any and all new traits that come down the pike. Having helped market the world’s best-selling circus, Derricks now shares three helpful insights for retaining your advertising and marketing and model technique contemporary.
To hear extra about model positioning, switching over from natural progress, and dealing at the circus, tune into the newest Renegade Thinkers Unite podcast with Alma Derricks, former VP of Sales and Marketing of the Retail Sales Division at Cirque du Soleil.
1. Ask All the Right Questions
Take benefit of the alternative to evolve your model by asking each query you want answered, with out regard for the way issues “used to be done.” Identify the aggressive market and take a look at how different firms are doing issues; consider this as a clear slate to teach your self. For instance, Cirque du Soleil relied on natural progress for 30 years. When they skilled a change of possession, Derricks additionally acknowledged that their competitors had stepped up in an enormous method. It was her job to discover a strategy to preserve Cirque top-of-mind for patrons.
2. Flip the Brand Script
In the case of Cirque, which had a number of completely different exhibits, every with its distinctive elements, Derricks wanted to speak how every present was the solely present prospects must see. Part of fulfilling this want was to acknowledge that buyer expectations had modified since their first few exhibits. If your model has a number of services or products, make certain your prospects know the variations between your choices. Position your model in a method that retains their expectations in thoughts.
3. The New and Improved You
Your services or products might be top-of-the-line, nevertheless it additionally must be top-of-mind. One of Derrick’s proudest methods in reviving the Cirque du Soleil model was refreshing one in every of its hottest exhibits: The Beatles’ “LOVE.”
She and her crew revamped the music, present, and visible id of the manufacturing utilizing developments in expertise to boost the expertise. As the previous saying goes, “If it ain’t broke, don’t fix it”—simply make certain to shine it up and possibly give it a face-lift sometimes!