How to Use Creative Marketing for Business Success

TL;DR

Brent Underwood shares his journey from a cold email to becoming a successful creative marketer. He emphasizes the importance of doing interesting things to attract media attention and create stories around products or projects. Underwood also highlights how unique experiences and storytelling can drive business success, as demonstrated by his ventures, including a hostel in Austin and a ghost town purchase.

Transcript

welcome to the BiggerPockets business podcast show number three welcome to a real-world MBA from the school of hard knocks where entrepreneurs reveal what it really takes to make it whether you're already in business or you're on your way there this show is for you this is bigger pockets business hey there everybody it is J Scott here with my very ... Read More

Key Insights

• Brent Underwood's career began with a cold email, leading to opportunities with top writers and marketers.
• Creative marketing involves doing interesting things that naturally attract media attention.
• A 'handle' is a unique angle or story that makes a project newsworthy and memorable.
• Understanding the incentives of journalists can help tailor stories that appeal to them.
• Creating experiences and storytelling are key to building a successful brand and attracting customers.
• Brent's hostel in Austin uses unique elements, like a goat, to enhance guest experiences and generate buzz.
• Press coverage can lead to valuable inbound opportunities and partnerships.
• Building a sustainable business requires focusing on product quality and customer experience over mere marketing tactics.

Questions & Answers

Q: How can businesses attract media attention?

Businesses can attract media attention by doing interesting things that naturally draw attention and create stories. This involves understanding journalists' needs and crafting unique angles or 'handles' that make a project newsworthy. By focusing on storytelling and creating memorable experiences, businesses can generate buzz and engage the media.

Q: What is a 'handle' in marketing?

A 'handle' in marketing is a unique angle or story that makes a project newsworthy and memorable. It's the aspect of a story that journalists and media outlets can easily pick up and share with their audiences. Creating a strong handle helps ensure that a message spreads and attracts attention.

Q: Why is storytelling important in marketing?

Storytelling is important in marketing because it creates a narrative that engages audiences and makes a brand memorable. A compelling story helps differentiate a product or service, provides context, and gives customers a reason to care. It also makes it easier for media to cover and share the story, enhancing brand visibility.

Q: How did Brent Underwood's hostel in Austin use creative marketing?

Brent Underwood's hostel in Austin used creative marketing by incorporating unique elements like a goat, which enhanced guest experiences and generated buzz. This approach provided guests with memorable experiences and stories to share, attracting media attention and differentiating the hostel from typical accommodations.

Q: What role does press coverage play in business growth?

Press coverage plays a significant role in business growth by increasing visibility and attracting potential customers and partners. It can lead to valuable inbound opportunities and enhance brand credibility. Effective press coverage results from creating newsworthy stories and engaging with media proactively.

Q: How can businesses ensure sustainable growth?

Businesses can ensure sustainable growth by focusing on product quality and customer experience rather than solely on marketing tactics. Building a strong foundation with a high-quality product encourages word-of-mouth referrals, which are crucial for long-term success. Creative marketing and storytelling should complement, not replace, a solid product offering.

Q: What is the importance of understanding journalists' needs in marketing?

Understanding journalists' needs in marketing is important because it allows businesses to tailor their stories in ways that appeal to media outlets. By providing compelling narratives and unique angles, businesses can make it easier for journalists to cover their stories, increasing the likelihood of media coverage and enhancing brand visibility.

Q: How did Brent Underwood's ghost town purchase exemplify creative marketing?

Brent Underwood's ghost town purchase exemplified creative marketing by leveraging the unique story of buying a ghost town to generate media buzz. The purchase provided a compelling narrative that attracted press attention, showcasing how creative storytelling and unique experiences can enhance brand appeal and drive business success.

Summary & Key Takeaways

• Brent Underwood's marketing career started with a cold email, leading to collaborations with prominent authors and marketers. He emphasizes the importance of creating interesting stories to attract media attention and build brand narratives. His ventures, including a hostel with unique features like a goat, demonstrate how creative marketing can drive business success.

• Underwood highlights the concept of a 'handle'—a unique story or angle that makes a project newsworthy. By understanding journalists' needs and crafting compelling narratives, businesses can generate buzz and attract attention. He also stresses the importance of focusing on product quality and customer experience.

• Through examples like his ghost town purchase, Underwood illustrates how unique experiences and storytelling can enhance brand appeal. His approach to marketing involves proactive strategies to engage media and create memorable customer experiences, ultimately leading to sustainable business growth.