WHAT DO JOHNNY MILLER, GOLF AND MARKETING HAVE IN COMMON?
When Feherty asked Miller what was the greatest thing winning taught you? He said, "it wasn't the WINNING that taught him so much, but OVERCOMING obstacles, was the best part of his journey to being a world champion." I could relate to this since some of my biggest mistakes in marketing have become the best learning experience and led me to something even more amazing, then if I hadn't of made the mistake!
Marketing a brand is very competitive and you can either sit back and do the same thing as everyone else, or you can take a chance and hit with a different club out of the sand, and make something amazing happen that no one else has ever done! That is how to create a break-out brand!
My company, Duke Marketing, takes chances. We are the ones that told the world about a little Dallas based brand, Pizza Patron, who was going to accept pesos from their guests, who are mostly Latino, called Pizza por Pesos. You may have heard about this breakout campaign, since this 60 unit restaurant chain was the FIRST in the United States to accept a foreign currency besides a bank! The news went WORLDWIDE and the CEO even received death threats since they were calling him an immigrant lover. The promotion was the first of its kind and took the small chain into a whole new level of awareness, sales and franchise prospects. This is what it takes to make big things happen--just like Johnny Miller did with his golf game.