Be more marmite with your marketing

Be more marmite with your marketing

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Be more marmite with your marketing

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Be More Marmite with your marketing.

 

Marmite… you either love it or you hate it.

Of course, it seems absolutely bonkers and totally crazy to think that a brand would actually choose to brag about being hated. But there is a method in Marmite’s apparent madness…

It’s because people feel so passionately about it that they are willing to fight for a corporation’s honour. In fact, they’ll be fighting in the streets over a vegetable spread.

Think about those great moments of civil unrest: the Paris Student Riots of ’68, the Poll Tax Riots in 1990… The Great Marmite Riots of 1992. Yes indeed, these were pivotal world events.

Make sure people don’t like you

And this, in itself, is why it’s important to make sure that people don’t like you.

Because, there’s a very strong chance that if there are people out there disagreeing with you, it’s more than likely that there will also be people out there agreeing with you too – and those people are more likely to be vocal about it.

So, how does this work in marketing?

Well, we want to show you something that we witnessed on LinkedIn recently. It really was total genius!

Story time with Ed & Dave

Once upon a time there was a connection of ours called Rob, who had a business podcast and vlogged a lot. He certainly wasn’t shy about stepping front of the camera. One day, Rob posted a vlog about how he thought brochures were a poor marketing tool with no measurable ROI.

Sure enough, a Donald Trump-sized amount of comment carnage was unleashed. Hundreds of people wasted no time in damning Rob for his comments, while others were applauding.

Now, if this post had 200 comments – half disagreeing and half agreeing – then Rob has separated his audience. In one half of that audience he’s attracted exactly the kinds of people he wants to attract.

Rob is marmite. You just want to spread him on some toast! 

Er.. okay… maybe that’s a little bit weird.

All the comments that Rob receives means that LinkedIn will propel the post to a much wider audience.

Playing it safe

Playing it safe is… well… safe… but it will have a lot less impact too. This doesn’t mean we’re saying be controversial for the sake of it – and of course you need to be able to back up anything you say.

Opinions get heard

What we’re really saying is that you should say what you really believe in. We’re not saying you need to be as gung-ho as Rob, it’s more that you need to be free with your opinions in order for people to stand up and take notice of them.

This is a bit scary for most of us. The thought of a negative comment is petrifying – but in a world where your prospects need to be aligned with your values, this really is something that you need to get used to.

So, the moral of the story is: Be more Marmite – your audience will thank you for it!

[javascript src=”https://ec327.infusionsoft.com/app/form/iframe/183d131a52b67bce9e2b5a4b241478b5″/]

Be More Marmite with your marketing.

 

Marmite… you either love it or you hate it.

Of course, it seems absolutely bonkers and totally crazy to think that a brand would actually choose to brag about being hated. But there is a method in Marmite’s apparent madness…

It’s because people feel so passionately about it that they are willing to fight for a corporation’s honour. In fact, they’ll be fighting in the streets over a vegetable spread.

Think about those great moments of civil unrest: the Paris Student Riots of ’68, the Poll Tax Riots in 1990… The Great Marmite Riots of 1992. Yes indeed, these were pivotal world events.

Make sure people don’t like you

And this, in itself, is why it’s important to make sure that people don’t like you.

Because, there’s a very strong chance that if there are people out there disagreeing with you, it’s more than likely that there will also be people out there agreeing with you too – and those people are more likely to be vocal about it.

So, how does this work in marketing?

Well, we want to show you something that we witnessed on LinkedIn recently. It really was total genius!

Story time with Ed & Dave

Once upon a time there was a connection of ours called Rob, who had a business podcast and vlogged a lot. He certainly wasn’t shy about stepping front of the camera. One day, Rob posted a vlog about how he thought brochures were a poor marketing tool with no measurable ROI.

Sure enough, a Donald Trump-sized amount of comment carnage was unleashed. Hundreds of people wasted no time in damning Rob for his comments, while others were applauding.

Now, if this post had 200 comments – half disagreeing and half agreeing – then Rob has separated his audience. In one half of that audience he’s attracted exactly the kinds of people he wants to attract.

Rob is marmite. You just want to spread him on some toast! 

Er.. okay… maybe that’s a little bit weird.

All the comments that Rob receives means that LinkedIn will propel the post to a much wider audience.

Playing it safe

Playing it safe is… well… safe… but it will have a lot less impact too. This doesn’t mean we’re saying be controversial for the sake of it – and of course you need to be able to back up anything you say.

Opinions get heard

What we’re really saying is that you should say what you really believe in. We’re not saying you need to be as gung-ho as Rob, it’s more that you need to be free with your opinions in order for people to stand up and take notice of them.

This is a bit scary for most of us. The thought of a negative comment is petrifying – but in a world where your prospects need to be aligned with your values, this really is something that you need to get used to.

So, the moral of the story is: Be more Marmite – your audience will thank you for it!

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