“Say no to random acts of marketing.  Say yes to a strategic, customer-centric approach.”

Emily Kramer

Diving headfirst into the world of marketing without a plan is a bit like my first foray into the family’s annual chili cook-off.

Picture this: armed with nothing but overconfidence and a vague notion of what constitutes chili, I marched into the grocery store. My cart filled up with an assortment of ingredients that seemed chili-ish or at least chili-adjacent. Beans? Sure. Tomatoes? Why not. Chocolate syrup and cinnamon? Hey, it’s a free country. The result? An unmitigated culinary disaster that had the family dog giving me side-eye. I finished dead last, and even the participation trophy seemed to sigh in disappointment.

But… let’s not dwell on the past.

Instead, let’s consider how this chili catastrophe mirrors the pitfalls of random marketing efforts. Just like my haphazard ingredient selection, random acts of marketing throw everything at the wall, hoping something sticks. It’s a bit like trying to play darts blindfolded—sure, you might hit the board now and then, but it’s mostly going to be a series of unfortunate holes in the wallpaper.

Now, fast forward to the next year’s chili cook-off.

This time, I came armed with a secret weapon: a recipe. Not just any recipe, mind you, but one that had won awards and warmed hearts. I followed it with the precision of a Swiss watchmaker, albeit with a splash of personal flair (a hint of smoked paprika—don’t tell anyone). The result? A chili that didn’t just avoid last place but actually contended for the top spot. It was a hit, a blend of tried-and-true structure with just enough personal twist to make it uniquely delightful.

This is what happens when we shift from random acts of marketing to a strategic, customer-centric approach. It’s like following a winning recipe in cooking. You start with a base that’s proven to work—understanding your audience, knowing what they like, and how they like it. Then, you add your unique brand flavor, a dash of personality, a sprinkle of creativity. This isn’t about abandoning innovation or creativity—it’s about channeling those forces in a direction that resonates with your audience.

In marketing, as in chili-making, the magic lies in finding the balance between the tried-and-true and the excitingly new. It’s about understanding the rules well enough to know when and how to bend them creatively. When you do this, you’re not just taking a shot in the dark—you’re crafting a message that has the power to connect, engage, and delight.

So, let’s put away the random ingredients of haphazard marketing. Let’s pick up the recipe book of strategic, customer-centric planning, with a willingness to add our own special touch. In the end, just like a great bowl of chili, it’s about creating something that leaves everyone wanting more, eagerly anticipating what you’ll cook up next. And who knows, maybe next year, I’ll take home the trophy for the best chili—watch out, Uncle Tony!

Stephen Boudreau serves as VP of Product + Content Marketing at Virtuous Software. For over two decades, he has helped nonprofits leverage the digital space to grow their impact. To that end, Stephen co-founded RaiseDonors, a platform that provides nonprofits with technology and experiences that remove barriers to successful online fundraising. He is an avid (but aging) soccer player, audiobook enthusiast, and the heavily-disputed UNO champion of his household.

Copyright ©2024 Stephen Boudreau.