Fri, 04 Mar 2022 17:48:14 GMT
“Going beyond convention” is Space's regular interview feature where it shines a spotlight on those marketers who are championing creativity that stands out and gets talked about.
In each interview, Space poses three simple questions to uncover what it means to challenge the status quo and why it’s so important for brands, which brands do the marketing community admire for taking this approach and what advice the guest interviewee would give to fellow marketers ambitious to go beyond convention.
Space's second guest is Gareth Turner, head of marketing – at Weetabix.
Gareth is an experienced global FMCG marketing and commercial leader with a proven successful track record in developing brands, teams, and individuals.
Currently Head of Marketing at Weetabix, he has previously held senior brand roles at both Heineken UK and Arla Foods.
A long-time collaborator with Space (we bought a horse together during his time on John Smith’s!), Gareth regularly writes about brands and marketing on Linked In and in his “Sporadic Brand Ramblings” newsletter.
Gareth> There is a lot to be said for convention in marketing. It is what gives us the process, rigor, and confidence to develop brand strategy and plans that deliver our business objectives. Convention tells me that increasing penetration is the way to grow my brand. It tells me that a combination of long-term equity driving communication and shorter term, sales driving activity in the rough ratio of 60:40 is optimal.
Create an atmosphere of high support and trust. It’s important to know that you’re not going to be hung out to dry if your bold decision doesn’t work. That someone has got your back. At Weetabix we talk about “autopsy without blame” which allows us to share success and failure with equal gusto. I’ve been on the receiving end of this, and it is empowering.
Adopt a “yes, if…” approach to ideas rather than “no, because…” Yes , if… opens possibilities. It’s a foundation of great improvised comedy – you never see a participant refuse to open the front door in the ideal party guest game. And a personal example – for a while I ran a supper club in my dining room – it sounded like fun when I had heard about them, so I just did it despite the many reasons not to. And do you know what, it was fun. Consider how demoralising is it to hear “No, that won’t work because…” It takes resilience to pull yourself back from there, and that energy is more useful being spent on something more productive. “No, because…” sucks the joy and momentum from an idea. How much more energising is it to hear “yes, if…”? “Yes, that could work if we can get it listed in all retailers” offers encouragement and a coaching opportunity.
Consider the worst-case scenario. Often, it’s not as daunting as you might think. Once you’ve quantified the potential downside you can decide if the boldness and potential upside outweighs the risk. And put plans in place to mitigate that risk.
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Genres: PeopleSpace, Fri, 04 Mar 2022 17:48:14 GMT