Math + Magic = Marketing

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After attending the Digital-Brand-Analytics-Miami 2019 Conference , I was amped up and ready to start my marketers’ journey. After listening to well know speakers and subject matter experts on marketing, one statement stood out to me. Michael Kappitt, President of Carrabba’s Italian Grill stated, “math plus magic equals marketing”. Now, what exactly does this actually mean? How is math related to marketing? When it comes to the math, many marketers grab this information from analytics from their specific target audience. We conduct analysis to predict behavior or to better understand what tools are better at attracting our consumers. As for the magic, well that derives from the creativity aspect of marketing, how we entertain our audience, tell our story, or drive more attention towards a particular campaign. A great example of this is the infamous Outback Steakhouse 1 Million Steak Giveaway Promotion. Which went up in flames in more ways than one. Outback ran an amazing marketing campaign promoting the use of a wood-fire grill to cook their steaks. Outback engineers created a billboard for this promotion, the theme was fire and lots of it. While conducting a test of the billboard, engineers are fleeing for their lives while the billboard burst in flames. Since the explosion was recorded, it was uploaded on YouTube and went viral. From there media sources wrote articles, and the news spread to even more potential consumers. Now that’s a great use of marketing creativity. #DBAmiami

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