When popular companies like Nike, Lululemon, or Coca-Cola launch interactive marketing campaigns that span all facets of the web, many small business owners scratch their heads, shrug their shoulders, and abandon all hope of ever being able to market at that caliber. But while these major brands have serious funds behind them, their ideas can easily be replicated by businesses in all industries.

Don’t assume that just because your company is in a field that’s typically considered stuffy or conservative you can’t see similar success in marketing your brand. It’s all about picking the right message, the right medium, and throwing the full weight of your company’s culture behind it.

To prove that companies in “boring” industries can do really un-boring things with their marketing efforts, here are three real-life instances – including a data protection organization, a hotel chain, and a personal finance company.

Example 1 – PerspecSys


PerspecSys is a cloud security software company with offices across the world. They have an image of “seriousness” to uphold. Using platforms like Pinterest or Instagram to market themselves would likely be a failure because their customer base isn’t typically active on such networks. However, their target audience is online. Potential customers are curious about privacy, data protection, and possibly even in the process of researching several cloud security companies to determine which protects information best and which company is the best fit.

To build brand awareness and increase their online presence, PerspecSys created an informative and visually exciting HTML 5 website called The History of Security. Parallax scrolling allows the user to move throughout the site and learn about security methods throughout the centuries.

Consider designing an educational site or content piece that teaches the public about your industry in a manner that encourages sharing and engagement.

Example 2 – Marriott


Establishing thought leadership is another way for companies in less than thrilling industries to stand out and garner attention from those in other fields. Even if, say, running contests on Facebook isn’t an option for your line of work, a thoughtful, well-written, consistent blog can establish thought leadership, accumulate followers, and lead to conversions.
Today, blogs are one of the more common ways for companies to establish their expertise in the field. Often, small business owners or entrepreneurs will start a blog to communicate their message and establish a culture specific to their brand.

Marriott is one example of a company doing this right. While this international brand happens to be doing a lot of great stuff when it comes to marketing, their blog helps them truly stand out in the hospitality industry. Marriott on The Move is a blog written regularly by the CEO of the company, Bill Marriott. He covers company news, family stories, and industry happenings – all in his own voice. This blog captures the spirit of the brand and gives regular people (and potential customers) insight into how Marriott grew his business over the years.

Example 3 – Mint


First impressions are absolutely critical when it comes to pleasing potential customers and driving sales. No matter how great your product may be, a cruddy website says you don’t care how you appear to others. This makes it tough for potential clients to take you seriously. So, whether you’re in a stuffy industry like finance or a conservative industry like healthcare, take pride in your landing page and make it stand out from your competitors.

One example of a company doing this is Mint. Mint is a personal finance site that makes dealing with money look fun and easy, without sacrificing security. Their website says it all. Though you might expect an online banking institution to be old, boring, and stodgy, Mint does an impeccable job of banishing that image.

These are just three examples of innovative marketing strategies being employed by unexpected companies today. No matter what industry your business falls under, don’t think for a second that your content can’t be compelling. PerspecSys, Marriott, and Mint all demonstrate that any product or service can be presented to consumers in an engaging way.