Innovative Marketing: A Lesson from “Jaws” in Today’s Business World

Innovative Marketing: A Lesson from “Jaws” in Today’s Business World

In the charming town of Saratoga Springs, New York, there’s a buzz in the air about fresh ideas and creative marketing approaches. It’s funny how sometimes inspiration strikes in the most unexpected places, like an old classic movie or a well-loved book. Recently, I took a leap and decided to ditch my traditional summer movie night habit of watching the suspenseful “Jaws.” Instead, I picked up Peter Benchley’s gripping novel that started it all. What I discovered was not just a tale of terror lurking beneath the waves, but a robust lesson in creativity that resonates deeply with anyone working in marketing today.

The Bold Move of Innovation

When Peter Benchley penned “Jaws,” he was diving into uncharted waters—both literally and metaphorically. He took a massive risk, creating a genre that didn’t exist. It’s hard to imagine now, but shark research was barely a thing back then. People doubted that a story based on a shark attack could resonate with readers, let alone become a global sensation. But Benchley had a vision. He understood that to leave a mark, one must be willing to take chances and create something that truly stands out. Can you imagine how daunting it must have been to weave a tale that was not just entertaining but groundbreaking?

Connecting Marketing to “Jaws”

Now, let’s connect the dots to marketing. It’s no secret that companies splash out billions yearly trying to capture our attention. However, this massive spending often leads to a classic case of safe choices. Many brands shy away from bold and innovative strategies, opting instead for the “tried and true” approaches that have already been shown to work—sometimes referred to as the Sea of Sameness. In that ocean, where everything looks and sounds the same, it’s like trying to find a bright, shiny penny in a pile of dull change. When marketing becomes mundane, dollars and dreams are often wasted.

The Value of Being Original

If there’s one thing the audience craves, it’s originality. Being the creator of something special garners loyalty among customers—a priceless asset in any marketplace. One of my mentors once said, “Nobody is standing around waiting to see what [your brand] will do next.” And he was right! Consumers are inundated with options and are not looking for repetition; they want fresh perspectives. When brands mimic each other, they fade into the background while the originals shine. Look at the success of Benchley’s book and how it paved the way for a string of sequels and low-budget imitators. While the original “Jaws” remains iconic, many of its imitators were quickly forgotten.

A Lesson in Originality: Sharknado Style

Take “Sharknado,” for example. It was undeniably absurd—who wouldn’t roll their eyes at flying sharks? Yet, its originality struck a chord, leading it to become a cultural phenomenon. Finding humor in its campiness, audiences flocked to it, and it raked in billions despite its meager budget. This just goes to show that you don’t need a huge budget to make a big splash; you just need a unique idea and a willingness to take a risk.

Breaking Away from the Ordinary

So, what’s the takeaway from all this? It’s essential to evaluate your brand’s presence in today’s marketplace. Look at how competitors present themselves and then focus on what makes you different. There’s a world of opportunity in venturing away from the beaten path and carving out an innovative space for your brand. If your marketing strategy resembles the industry leader’s, you’re only lending them credit. A bold approach signifies to your audience that you’re not just another face in the crowd.

Creating Your Own Wave

To echo Sheriff Brody’s memorable line from “Jaws,” beyond the thrilling shark-filled narrative, we can take an encouraging nudge from it: “Smile, you son of a b*tch.” Be bold! Get out there and create something original. Whether you’re brainstorming for an ad campaign or strategizing your next big move, **embracing the spirit of originality can lead to unforgettable success**. So, let’s embrace innovation and dare to make waves!

Author: HERE Rock Hill