Join our latest discussion on marketing innovation, where we delve into the art of original thinking in this dynamic field.
In this episode of "Between me&you," we had the pleasure of speaking with Chris Nicholas of Sumwot, an ethically driven marketing agency. Chris shared invaluable insights on leveraging originality to make brands stand out and how marketers can adopt a brave approach to marketing.
Chris started the discussion by elaborating on Sumwot's core philosophy and commitment to working with ethically driven businesses. He shared a great story about one of their clients, Punjab, the oldest North Indian restaurant in the country. Punjab's charitable activities during the COVID-19 pandemic highlighted how businesses with an ethical core can make impactful contributions to society.
Building Relationships in Marketing
One of the foundational strategies Chris emphasised was the importance of building strong relationships with clients. He explained how understanding a client's business on a deeper level allows marketers to suggest unique ideas and long-term strategies, often leading to extended client partnerships.
Being Brave in Marketing
Chris emphasised the concept of bravery in marketing, urging marketers to venture beyond traditional methods. He recounted an innovative example of painting a client's restaurant in its original colour from the 1980s, turning it into a conversation piece that drives engagement. According to Chris, daring to think differently can create unique marketing opportunities that make a lasting impression.
The Idea Generator
Chris introduced the concept of generating ten ideas a day, a practice inspired by James Altucher, which encourages continuous creative thinking. He explained how this exercise allowed him to develop novel marketing strategies, capturing interest and sparking conversations.
Balancing Short-Term Wins with Long-Term Brand Building
A crucial aspect of marketing is balancing immediate results with long-term brand building. Chris highlighted the importance of identifying "low-hanging fruit" to quickly demonstrate value to a client, thus gaining trust for long-term strategic projects.
Overcoming Challenges in the Non-Profit Sector
Chris discussed the unique challenges faced by non-profits, such as hesitance to embrace novel marketing approaches. He emphasised the significance of showing examples of successful competitor strategies and tailoring approaches to fit the client's comfort level.
Leveraging Existing Networks and Knowledge
Chris shared wisdom on utilising existing relationships and past experiences to create value. He underscored the importance of looking backwards to find techniques that have worked previously, suggesting that sometimes the most effective strategies are those rooted in existing knowledge and networks.
Final Thoughts
In conclusion, Chris' insights into original thinking offer a refreshing perspective on marketing. By being brave, cultivating strong relationships, and drawing on past successes, marketers can effectively distinguish their brands in a crowded marketplace. We hope these insights inspire you to embrace originality and leverage the resources you already possess to achieve remarkable results.
Continue the conversation in the YouTube comments, and share your thoughts or questions about implementing original thinking in your marketing strategy.
For further insight and to connect with Chris, check out Sumwot or find him on LinkedIn. Additionally, explore the various books and resources mentioned throughout our discussion to deepen your understanding of marketing innovation.