ROSS SIMMONDS | WWW.ROSSSIMMONDS.COM

Boxers who weigh over 200 pounds are

considered heavyweights by the major

professional boxing organizations.

200200

Heavyweights have to work and

train hard to get to where they are.

They are literally the big guys.

If boxers were businesses, a

heavyweight would be any brand

found in the Fortune 1000.

Brands that every business should be

looking up to for inspiration and

ideas…

Yet many aren’t.

The greatest heavyweight boxer of all- time once said:

The greatest heavyweight boxer of all- time once said:

"H� wh� i� no� courageou� enoug� t� tak� risk��wil�

accomplis� nothin� i� lif�.”

In business, risk is one of the key

differentiators between the companies

that succeed and those who fail.

Promoting your brand on the same level

as those big businesses may seem

risky…

…but it’s one of those risks that,

when taken, bring small and medium

sized businesses to that

next level.next level.

next level.next level.

Today, taking risks are a lot easier and

cost-effective with the internet and

digital marketing.

No longer are you bound

to high billboard and

advertising prices.

You can promote like a heavyweight even

without the heavyweight budget.

FOCUS ONYOUR CRAFT

You just have to be willing to hustle and..

Here are 4 tips with 4 great examples to inspire you and get you fired up to promote

like a heavyweight:

HOW TO PROMOTE YOUR BUSINESS LIKE THE HEAVYWEIGHTSLeverage Reactive Storytelling

Give Value More Than You Promote

Inspire People

Blow Minds

1. REACTIVE STORYTELLINGEver heard of reactive storytelling? That’s exactly what relevant newsjacking is – telling your brand’s story though its reaction to current events.

Main Point:Whatever’s trending, get your brand in on the action.

1. REACTIVE STORYTELLING

Oreo shared the following picture over their social media channels during everyone's favorite week on Discovery Channel – Shark Week.

Know What’s Up: Oreo

1. RELEVANT NEWSJACKINGRELEVANT AND EASILY RECOGNIZABLE CONTENT

BRAND IS FRONT AND CENTER

RELEVANT TIMING

1. REACTIVE STORYTELLING

Oreo is known for sharing humourous and timely content and because of that, they have high user engagement and are a universally known brand – online and in stores.

Benefit of relevant newsjacking:

1. REACTIVE STORYTELLING

Some topics should never be used for marketing...

Final Thought:

Here are 4 tips with 4 great examples to inspire you and get you fired up to promote

like a heavyweight:

2. GIVE VALUE MORE THAN YOU PROMOTE

Share valuable insights or information with your audience instead of using every chance you get to promote your product or brand.

Main Point:Give your audience just as much value as you give them promotional content about your brand.

2. GIVE VALUE MORE THAN YOU PROMOTE

LuLuLemon is known for consistently sharing valuable content to their followers over social media. The following post fit with their audience and led to high engagement.

Know What’s Up: LuLuLemon

2. GIVE VALUE MORE THAN YOU PROMOTE

VALUABLE CONTENT RELEVANT TO AUDIENCE

HIGH ENGAGEMENT

LEADS BACK TO THE BRAND

2. GIVE VALUE MORE THAN YOU PROMOTE

LuLuLemon has a huge following on both Facebook and Twitter. Their non-promotional content provides value, while also leading their audience back to the brand’s story.

Benefit of Giving Value:

3. INSPIRE PEOPLEInspiring people is all about the power of emotion. Make them feel good and they’ll remember your brand for doing so. Mix your inspirational messages with a bit of reactive storytelling, and you’re at the heavyweight level.

Main Point:People love content that makes them feel good.

3. INSPIRE PEOPLEKnow What’s Up: Beats by Dre

A day after Stuart Scott – a popular ESPN announcer – received the Jimmy V Award for his fight against cancer, Beats by Dre uploaded the following picture to their Facebook page with a quote from his acceptance speech.

3. INSPIRE PEOPLE

INSPIRATIONAL MESSAGE

HIGH ENGAGEMENT

INSPIRATIONAL MESSAGE

3. INSPIRE PEOPLE

You strengthen your brand. Beats by Dre has built a very strong brand by motivating and inspiring through celebrity musicians and athletes.

Benefit of Inspiring People:

4. BLOW MINDSIf you follow NASA on Facebook or Twitter, you pretty much know how they like to blow minds on the regular.

Main Point:You may not be NASA, but you can still blow minds. Blow minds by talking about what you're doing with non-profits and if you go above and beyond with customer service.

4. BLOW MINDSKnow What’s Up: NASA

NASA has the power to share images with their followers that only they have access to, such as photos taken from the perspective of the International Space Station.

4. BLOW MINDS

STRONG BRANDING

MIND BLOWING CONTENT

HIGH ENGAGEMENT

Not everyone has the same material to blow minds as NASA,

but you can do it many other ways.

Check out TD Canada Trust’s Customer Appreciation Day campaign where they gave

customers surprise gifts ranging from a simple $20 to a trip to Disney World.

For those lucky customers,

MIND = BLOWN

This is how you blow minds:

Show that you Care.

So go ahead - take a few risksBe willing to take risks.

Be willing to make mistakes.

And remember what Ali, the greatest

heavyweight of all time once said...

"Peopl� wh� hav� n� imaginatio� ar� peopl� wh� hav� n� wing�"

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