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Why Good Marketing Is Not About Luck

Around the middle of March each year, conversations often turn to luck. St Patrick’s Day brings the familiar imagery of four-leaf clovers, lucky charms, and the idea that good fortune might be just around the corner.


A pint of Guinness with its logo sits in focus in a dim setting, with blurred warm hues in the background, creating a cozy mood.

In business, however, the stories that appear lucky from the outside rarely happen by chance. Companies that seem to grow quickly, attract attention, or win consistent enquiries often give the impression that they simply arrived at the right moment.


Look closer and a different picture usually emerges. What looks like luck is often preparation, consistency, and clear communication working quietly in the background.


When Success Appears Suddenly

Every so often, a business appears to rise rapidly. A campaign gains traction, a video goes viral, or a company begins receiving a wave of new enquiries.

To observers, it can look like an overnight success.

Yet the foundations for that moment are usually laid long before it becomes visible. The website has already been refined. Messaging has been clarified. Content has been created steadily. Teams have spent time understanding how they want to present themselves to the market.

When the opportunity arrives, the business is simply ready for it.

Visibility Is Rarely Accidental

A common challenge for many organisations is that their work remains largely unseen. They may deliver excellent results for clients, maintain strong relationships, and operate with professionalism, yet struggle to communicate those strengths externally.

Without visibility, even the best work can remain hidden.

This is where marketing plays a crucial role. A clear website helps people understand what a business does and why it matters. Consistent content builds familiarity. Video and visual storytelling allow audiences to see the people behind the brand.

Together, these elements create presence. They ensure that when someone begins searching for a service, the business appears not by chance but by design.

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Consistency Builds Momentum

One of the reasons marketing can appear unpredictable is that results rarely appear immediately. A single article, video, or campaign may not generate dramatic change on its own.

Momentum tends to build gradually.

Regular communication, thoughtful content, and a consistent brand voice create familiarity over time. Prospective clients may encounter a company several times before making contact. They might read an article, see a short video, or hear about the brand through a recommendation.

Each interaction contributes to a growing sense of recognition.

When enquiries eventually arrive, they can feel like a stroke of luck. In reality, they are the product of repeated exposure.

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Creativity Still Needs Direction

Creative work is often associated with inspiration or spontaneous ideas. While creativity is essential, it becomes far more powerful when guided by a clear strategy.

Video production, graphic design, and written content should all support the same narrative about what a business offers and why it matters. When these elements align, they reinforce one another.

A brand film may introduce the people behind the company. A website may explain the services in detail. Articles can expand on expertise and experience. Together they create a coherent story rather than a collection of isolated messages.

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Marketing success is often described as fortunate timing or unexpected opportunity. While timing always plays a role, preparation determines whether a business can take advantage of it.

The companies that appear lucky are often the ones that have invested quietly in clarity, visibility, and consistent communication. By the time the wider market notices them, the groundwork has already been in place for months or even years.

If there is a lesson to draw from this, it may be that luck favours the brands that make themselves visible long before they are needed.

Businesses that communicate clearly, share their stories, and present their work with confidence are far more likely to be noticed when the right opportunity arrives.

If your organisation is ready to strengthen how it presents itself and connect more effectively with potential clients, the next step may simply be ensuring your marketing foundations are in place.

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Have a ‘Plan B’ when holding an event!

  • Novus
  • Jul 21, 2019
  • 3 min read

One of the many services we offer at Novus Marketing Solutions is event marketing. As an agency, we hold our own events, and we’ve also helped many clients reach dizzying heights of visibility when helping market their events, so we like to think we know a bit about putting on a good show.

One aspect that can be the biggest threat to any event is the organisers having no ‘Plan B’. They become so focused on the intended event that when life or Mother Nature throws a spanner in the works, they’ve no contingency plans that can help them roll with the punch; they instead freeze or dissolve rather than adapting the event to the change in circumstances.


Here are our top three tips:


Don’t trust the weather!

Yes, it may be an August event and every weatherperson across the land is predicting sunshine, but if you’re of a certain age you’ll remember the Michael Fish disaster in 1987. Back then, Michael emphatically reassured a worried viewer who had rung the television studio, concerned that a hurricane was to hit the UK. “I can assure people, one isn’t,” he declared.

Hours later, gales measuring 115mph battered the bottom half of the country. 18 people died and an incredible 15 million trees were unearthed. The repair bill topped £2bn, which was an incredible tidy sum in the eighties.

The moral of this story is: the forecast may say it’s going to be a beautiful day for your outdoor event, but don’t rely on this. Consider what you could do/where you could move to if the heavens opened at the last minute. It may not happen, but at least if it does, you’ll have an idea of how to ensure your event remains memorable - for the right reasons.


Always factor in more pairs of hands

However many people you’ve calculated you’ll need to help run your event, add in a few more. For the simple reason someone may fall ill on the day, or just because there will undoubtedly be a host of unforeseen-but-absolutely-necessary jobs to do as the event unfolds. It’s always better to have too many people than too few to help everything run smoothly.


Think about your guests

When marketing anything – whether it’s an event, a three-man tent, or the latest electric car – don’t get so carried away with the bells and whistles that you forget what the event is about and who it’s for. It’s easy to become fixated on decoration and making the surroundings beautiful for those attending, but if no one comes the energy and extra spend you’ll incur will be wasted.


Why are you running your event? Who’s your audience/perfect guest? Why would they leave their home and give their precious time to attend – what will they receive or hope to achieve by coming along? Is the location/venue perfect for them and the event, or is it just convenient for you?


Play devil’s advocate and argue every element that you’ve put in place. Justify your choice of venue, the timing of your event, the ticket price, whether catering should/shouldn’t be considered….for example, some people may notice that string of bunting you’ve spent ages tracking down to hang across the back wall, but many others won’t. They will, however, find it difficult to forget a lack of decent parking, or being cramped in a room that’s too small for the number of people attending; they’ll grumble over bland refreshments and speakers that put them to sleep. Get the basics right and give these elements the attention they deserve. Afterwards, if you still have time to focus on further frivolities and embellishments, happy days.


Novus knows how to get ‘bums on seats’, and we also have a knack of promoting an event as it happens, and afterwards, so that it raises the profile of the organiser or organisation that has put in all the hard work.


We use a variety of techniques, both online and offline; so, if you’re thinking of running an event, get in touch and find out how we can help make it a stratospheric success

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