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假如創(chuàng)業(yè)者能開發(fā)出價(jià)值億萬美元的技術(shù),，既能改變世界又能開創(chuàng)新產(chǎn)業(yè)固然很好,，但能做到的強(qiáng)人少之又少。要知道,，現(xiàn)在估值超過十億美元的科技業(yè)初創(chuàng)公司還不到200家,。也就是說，初創(chuàng)公司之中只有大概200家達(dá)到了“獨(dú)角獸”的領(lǐng)頭羊地位,。創(chuàng)辦業(yè)成功幾率實(shí)在太小,，走路被雷劈的幾率都高一些。

企業(yè)家們往往沒搞清楚,，創(chuàng)業(yè)不一定要把目標(biāo)定在估值十億美元,，從無到有打造開發(fā)新市場(chǎng)，或者開創(chuàng)有突破性意義的產(chǎn)品等等,。其實(shí)可以從喜愛并且很熟悉的事物著手,，學(xué)習(xí)市面已有的產(chǎn)品，將精力集中在創(chuàng)新營(yíng)銷方式上,。這種方式之所以可行,，是因?yàn)槌晒Φ膸茁氏鄬?duì)較高。不需要推出偉大的產(chǎn)品并承擔(dān)巨大的市場(chǎng)風(fēng)險(xiǎn),，只要將市場(chǎng)驗(yàn)證過的成功產(chǎn)品拿過來用就可以,。這樣創(chuàng)業(yè)者能將更多資源投入市場(chǎng)推廣，成為小眾領(lǐng)域營(yíng)銷最強(qiáng)的創(chuàng)新者,。

當(dāng)然,，這種方法也有挑戰(zhàn),，因?yàn)樵诖蟮氖袌?chǎng)里通常會(huì)碰到一些財(cái)力雄厚的知名品牌競(jìng)爭(zhēng)對(duì)手。不過初創(chuàng)下公司有兩大優(yōu)勢(shì)：速度快和反應(yīng)敏捷,。從做出決定到采取行動(dòng),，初創(chuàng)公司只需幾小時(shí)。反觀大企業(yè),，常常忌憚風(fēng)險(xiǎn)又決策保守,，幾乎不可能走在潮流前面。

第一個(gè)吃螃蟹有很多好處,，一方面市場(chǎng)上沒那么多競(jìng)爭(zhēng)壓力,，另一方面新產(chǎn)品更吸引希望嘗試的用戶。就在去年,，F(xiàn)acebook大改了新聞推送的算法,，推出機(jī)器人和提升閱讀體驗(yàn)的“即時(shí)文章”功能。Instagram發(fā)布了一款即時(shí)反應(yīng)的新型廣告產(chǎn)品,。Snapchat則選擇回歸主流,。對(duì)于尋找創(chuàng)新營(yíng)銷機(jī)會(huì)的初創(chuàng)公司來說，社交媒體大佬的新動(dòng)作都是商機(jī),。

將近一年前,，我們公司Travel Ticker就成為先行者，殺入了競(jìng)爭(zhēng)激烈的旅游領(lǐng)域,。公司成立之初,，我們就在研究病毒式營(yíng)銷。我們看到兩位YouTube紅人伊萬·庫茲涅佐夫和奧列格·科里科特發(fā)布的視頻,，立刻決定他們合作,，于是資助他們周游世界，記錄新的驚險(xiǎn)動(dòng)作,，然后發(fā)布在我們的YouTube賬號(hào)里,。后來，兩位高人錄下了攀登埃菲爾鐵塔,，以及在全球多棟摩天大廈的樓頂邊沿行走,、空翻、跳躍和倒立的視頻,。該活動(dòng)吸引了各社交媒體平臺(tái)合計(jì)超過1700萬點(diǎn)擊量，我們的投資回報(bào)相當(dāng)可觀,。

很多公司采用創(chuàng)新營(yíng)銷方式創(chuàng)立了強(qiáng)大的品牌,。比如女性衛(wèi)生用品品牌Helloflo起初營(yíng)業(yè)收入不足10萬美元，后來投放了兩段爆款視頻,，收入迅速突破百萬美元大關(guān),。該品牌2014年成立,，今年被數(shù)字媒體公司SheKnowsMedia收購。唱片制作人DJ哈立德進(jìn)入主流視野則要?dú)w功于率先嘗試新銳社交媒體Snapchat,。男士個(gè)護(hù)用品初創(chuàng)公司Dollar Shave Club成立14個(gè)月后才第一次在YouTube上發(fā)布視頻,，僅這一個(gè)視頻就獲得2300萬余次點(diǎn)擊，由此家喻戶曉,。今年,，日化巨頭聯(lián)合利華斥資10億美元收購了Dollar Shave Club。

與其為十億美元?jiǎng)?chuàng)意絞盡腦汁,，不如充分利用現(xiàn)成的工具,，多花精力想想怎么把好產(chǎn)品推出去。社交媒體和營(yíng)銷平臺(tái)的數(shù)量呈現(xiàn)爆炸式增長(zhǎng),，意味著現(xiàn)在正是革新營(yíng)銷方式追求成功的好時(shí)候,。（財(cái)富中文網(wǎng)）

本文作者艾因曼塔斯·巴爾丘納斯是票務(wù)與酒店預(yù)訂服務(wù)公司Travel Ticker的聯(lián)合創(chuàng)始人兼首席執(zhí)行官。

譯者：Pessy

審稿：夏林

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Yes, it’s incredible when an entrepreneur develops a billion-dollar technology that changes the world and defines a new category of a business, but it’s also rare. Consider that fewer than 200 tech startups are valued at $1 billion or more right now. That’s right -- just 200 out of all the startups out there have reached unicorn status. The chances of you starting one are slim. You have a greater chance of being struck by lightning.

What wannabe entrepreneurs often fail to see is that you don’t have to aim to be a billion-dollar company, start a new market from scratch, or create a breakthrough product. You can start with something you already love and know well, copy the existing products out there, and focus your energy on creative marketing.This approach works because it puts the odds in your favor. Rather than taking on a big product and market risk, you copy what already works in markets that are already proven. This frees up resources to focus on being the best marketing innovator in your niche.

The challenge with this approach , of course, is that large, competitive markets tend to have well-funded, well-branded competitors. Fortunately, small bootstrapp ed startups have two advantages: speed and edginess. Startups can go from decision to action in just hours. Large companies, on the other hand, are almost never early adopters because of risk-aversion and decision inertia.

Being an early adopter is powerful because there’s less noise from other marketers and more curiosity from users who want to explore. In just the last year, Facebook made a major change to its newsfeed algorithm and created bots and instant articles . Instagram released a new direct-response ad product. Snapchat went mainstream. All of these are opportunities for startups looking for creative marketing opportunities.

Being an early adopter was how my company, Travel Ticker, broke into the crowded travel space almost a year ago . When we launched, we were looking for ways to help our company’s marketing go viral. We saw the YouTube videos of two of the best rooftoppers in the word, Ivan Kuznetsov and Oleg Cricket, and knew we had to work with them. So, we offered to pay for a trip for them to anywhere in the world to record their next stunt if we could put it on our You T ube channel. They ended up recording themselves climbing the Eiffel Tower and walking, flipping, jumping, and doing handstands on ledges of skyscrapers across the world. That one campaign has led to over 17 million views across all media platforms and has been an incredible investment for us.

Time and time again, we’ve all seen strong brands emerge from creative marketing. For example, Helloflo, a feminine care product brand, went from less than $100,000 in revenue to more than $1 million with just two viral videos. Launched in 2014, it was acquired by SheKnowsMedia this year. DJ Khaled became a mainstream personality by being an early adopter of Snapchat. Finally, 14 months after launching, the Dollar Shave Club posted their first video to YouTube. That one video was seen over 23 million times and turned the company into a household name. This year, Dollar Shave Club was acquired by Unilever for $1 billion.

Instead of focusing on your big billion-dollar idea, focus on doing some really smart work with the tools that are out there. The number of social media and marketing platforms is exploding, and this means that there has never been a better time to succeed as a creative marketer.

Eimantas Balciunas is the co-founder and CEO of Travel Ticker.