The choices in marketing communications are overwhelming. What audiences do you need to reach? With what messages? And with what media?
An opinion piece I read by Seiter & Miller Advertising CEO Livingston Miller made a lot of sense. Miller wrote “find a place you can dominate and a space you can control. The results will make you look bigger. Call it ‘sneaky big.’”
Miller explained that sneaky big requires sacrifice. “Decide what not to say, who not to talk to and where not to advertise.”
Instead, simplify your messages and “give up the market you aspire to for the market you can achieve.” It’s a smart, nimble strategy for non-titans who nonetheless are looking for big results.