The Butterfly Effect of Marketing - Page 2
One last point. It doesn't have to be social media. You can start generating big marketing effects through small actions in lots of ways. It could be a new merchandising program, a refresh of your menu, seeking new talent, or adopting a cause, or a new partnership, or a next blog post. It could be anything. But it has to be something and it has to be started.
A few keys to applying the Butterfly Effect:
Chaos. An important aspect of all of this is that it's painfully hard for mere mortals to calculate chaos. [An easy task for a math-head. Not for me.] So it's easy to imagine outcomes that are too likely. The Butterfly Effect is constantly evolving, ever shifting and morphing into outcomes that, while predicated on the action before it, often do not travel a predictive pathway. Get with that.
Direction. Don’t think about the outcome, because you often have little or no control over it. Just ensure that the initiating action is set off in the right direction, is well-intentioned and is aligned with your brand values. The rest is the market’s work, with all its environmental and evolutionary vagaries. Indeed, the chaos is part of the fun of watching this theory in action.
Distance (whether it’s measured in time or space) is a necessary factor. You can’t expect these great things to happen in sixteen minutes. Be patient, and integrate the Butterfly Effect along with your other, more urgent, plans. If you launch a rocket in the air, and then measure its effectiveness in six seconds, you’ve failed to reach the stars. Measure again in four hours, and you’re dancing among them.
How does this apply to your brand? What can you START today? What ten things can you start today? Even if it’s a small but pertinent action that can evolve, it’s probably worth it. So start flapping.