In a world obsessed with the “next big thing,” it's easy to get caught up in the endless pursuit of fresh, innovative marketing ideas. But what if I told you that some of the most effective marketing strategies aren't new at all? What if the secret to success lies in an evolution the wheel for your specific task, not creating it from scratch?
Recently, I had the pleasure of interviewing Dan Crandall, the marketing manager for Great Northern Mall, on my podcast. Dan's approach to marketing is refreshingly simple yet incredibly effective. He embraces the idea that "no idea is a bad idea," and he's a master at adapting and evolving existing concepts to fit his unique needs.
In the world of podcasting and video production, we often see businesses get caught up in chasing trends or trying to replicate viral sensations. But just like a catchy jingle from the past can still get stuck in your head, sometimes the most effective strategies are the ones that have stood the test of time.
Dan's success at Great Northern Mall is a testament to this principle. He's not afraid to borrow ideas from other malls in his company's portfolio, tweaking them to fit the specific demographics and preferences of his local community. He understands that what works in Chicago might not work in North Olmsted, Ohio, but with a little adaptation, it just might be the perfect fit.
A key aspect of Dan's approach is his belief that there are no bad ideas. He encourages brainstorming and open communication within his team, knowing that even the most outlandish ideas can spark new and innovative solutions. He recognizes that the initial idea might not be the winning formula, but it can serve as a valuable starting point for developing something truly special.
This philosophy is essential for fostering creativity and innovation in any business. When you create a safe space for people to share their ideas, without fear of judgment or ridicule, you unlock the potential for truly groundbreaking solutions.
Dan's own personal style is a testament to this. He's known for dressing up in costumes, from festive holiday suits to Buddy the Elf, to connect with shoppers and create a fun, engaging atmosphere at the mall. While some might see this as unconventional, Dan embraces it as a way to build relationships, create memorable experiences, and differentiate Great Northern Mall from its competitors.
It's a reminder that marketing doesn't always have to be serious or stuffy. Sometimes, the most effective way to connect with your audience is to let your personality shine through and have a little fun.
The key takeaway from my conversation with Dan is this: don't be afraid to reinvent the wheel. Look for inspiration in unexpected places, borrow ideas from others, and don't dismiss any idea as "bad." With a little creativity and adaptation, you can transform even the most mundane concepts into powerful marketing tools.
Just like Dan has found success by embracing the old and making it new again, you too can unlock the potential of your marketing efforts by thinking outside the box and reinventing the wheel. It’s not about chasing the latest trends or trying to be something you’re not. It’s about being authentic, being consistent, and being willing to experiment.
So, take a look at what others are doing, find what resonates with you, and put your own spin on it. You might be surprised at the results.
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