Inspirations, deep thoughts, surprising insights, or random ideas on how social media intersects PR.
“But one thing is clear: Whatever the strategy, in a highly competitive environment, the status quo is not good enough. If you’re facing a possibility of content saturation in your market, you need to be thinking of ways to change the game” (Schaefer 29). I always assume that in order to succeed, I must think out of the box. More often than not, it’s easier to go with the status quo and get by. I mean really, do I have to spell it out for myself? If I truly want to succeed or if I want the organization I work for to succeed, thinking outside the box is the only option.
Schaefer shared a story about his friend, Robert, and his Souper Thursday promotion. Robert owned a downtown restaurant that specialized in soup. He decided to partner with a local car dealership to offer his potential customers free lunch every Thursday (Souper Thursday). The promotion was a success for both parties! I loved the idea because it was beneficial to two businesses and the “Souper Thursday” tagline was clever and out of the box. Of course, a good thing can only last so long. Once competitors heard of this promotion, they came out with an even bigger and better promotion.
Using Schaefer’s Souper Thursday example and his quote at the beginning of this post, it really is important to have a strategy in order to succeed in a highly competitive environment. Although the idea was great at the beginning, in order to continue with success, it’s important to always be looking of ways to change the game.
If you’re wondering what happened to Robert, he is still around. He had to find new markets for his soup such as new ways to deliver or repackage. Robert took his success and eventual downfall, but found ways to change the game and still succeed in his business regardless of competitors.
What I am going to take away from Robert’s story is this: think outside of the box and always look for ways to change the game. Don’t ever think things will stay great forever because in a highly competitive environment, things can change in an instant. So, do I have to spell it out for you? Go big or go home!