The other day, a colleague likened our current marketing strategy to aquarium marketing. Huh?
“Use the sharks to get people in to see the jellyfish.”
Ah! I like it. For organizations and businesses with one brand and many products, you must be selective in determining who your market leaders are. Most organizations create yearly marketing plans that contain market leaders: in other words, what will gain the biggest audience (revenue, listeners, readers, donations, users, etc.) and where the funds and energy will go. Without this focus, your marketing efforts are, well, sunk. (Sorry.)
No one comes to the aquarium to see the jellyfish. Folks want to see the sharks: sharks are exciting, a bit dangerous, and grab our attention. (Although jellyfish are dangerous if you step on one, but let’s not get technical.)
Most organizations determine three market leaders for the year. Three is a good number because it keeps expectations high and moves the company forward, but it doesn’t overwhelm employees, stretch resources too thin, or create confusion around the definition of your brand.
So choose the products (ideas, sub-brands, services, etc.) that you think are unique enough, attention-grabbing enough and big enough to lead your company in its goals and make those your market leaders. Once you’ve gotten folks in to see the new shark touch tank, then gently steer them toward the jellyfish and the poisonous dart frogs.