I enjoy watching the Tour de France bicycle race because it’s the most grueling endurance race in all of sports. Twenty-one teams comprised of nine riders must complete a mountainous course over 2,200 miles in 21 daily stages during a three-week period. No athletic feat is more difficult and the beautiful scenery across France is unrivaled.
One unique aspect of the Tour de France is that a breakaway occurs at the beginning of almost every daily stage. A “breakaway” is when a small group of riders break away from the main pack and try to reach the finish line before everyone else. However, this small group winds up getting caught by the main field on most attempts. So, why do riders expend the energy to race ahead of the pack when they know the outcome is futile? Surprisingly, the answer is related to marketing.
Teams who have no shot at winning the overall race use breakaway attempts as a form of advertising. Since the world watches the event and every second is broadcast on TV, they need opportunities to promote their sponsors. Riding ahead of the larger group allows cameras to zoom in and focus on a rider’s jersey and bicycle, which are covered with logos from numerous companies. If the riders stayed in the main field, all of their logos would get jumbled and lost among the other teams. Consumers wouldn’t be able to focus on the brand of an individual rider’s team sponsor. A breakaway may not be a smart race strategy, but it’s an excellent marketing strategy.
How can you create breakaway marketing opportunities for your products and organization? The key is to select promotional channels where you are the primary focus for the consumer in that moment. For example, when people read your newsletter, you are the focus of their attention. In contrast, when people see you on their Facebook timeline or view your banner ads on the side of a website page, they can be easily distracted to read something else.
If you want to experience the power of breakaway marketing, you must create exposure where you are the focused option for a consumer’s consideration. Below are several examples:
- Public speaking in front a live audience
- Live radio or TV interviews on national programs
- Email or print newsletters sent on a frequent basis
- 30–60 second television or radio advertisements
- Free video e-courses or podcasts
- Meetings or meals with key buyers
- Online webinars that are live or recorded
Notice how these marketing tactics present you as the primary focus in the mind of the listener or reader. You “break away” from other distractions and get people to focus on your product, service, or brand. This approach is also essential to separating yourself from the competition.
Riding within a large group may be a good way to win a bicycle race, but it’s a terrible marketing strategy. Instead, use breakaway marketing tactics to give your books, business, or non-profit the shortcut to success.
Free Webinar: How to Build a Million Dollar List
Speaking of webinars, I’ll be conducting a FREE webinar for Soundview Leadership this Thursday, August 3rd at 1:00pm Eastern entitled, How to Build a Million Dollar List.
If you sell books, products, or services direct-to-consumer, then you need a way to attract short-term revenue and drive long-term sales. Imagine having an email list that increases new business, repeat customers, and generates passive income month after month. It’s all possible when you build a Million Dollar List!
In this free webinar, I’ll explain how organizations can generate seven-figure revenue without wasting time and money. Here’s what you’ll learn:
- Create content magnets that consumers cannot resist.
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Don’t miss it. Click here to register and watch for free.