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The secret of Umault’s marketing

As someone deeply immersed in the marketing world, I've realized that the secret to successful marketing is not as mysterious as it often seems. In fact, it's rooted in a straightforward yet counterintuitive principle: the willingness to embrace failure and experiment relentlessly. 

This understanding has been a cornerstone of our approach at Umault, profoundly shaping our strategy.

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Embracing failure: a critical component of success

One of the most eye-opening aspects of our journey at Umault has been our relationship with failure. Contrary to what many might expect, a significant portion of our marketing experiments—about 85%—don't yield the results we hope for. 

But here's the catch: failure doesn't mean disaster in this context. It simply means that nothing extraordinary happened, which, in itself, is an invaluable learning experience. This neutral outcome is critical in understanding what resonates with our audience and what falls flat.

Experimentation over prediction

In the dynamic and often unpredictable world of marketing, assuming we know exactly what will appeal to our audience is a gamble. That's why we don't rely on preconceived notions or overly complex strategies. 

Instead, we adopt a more hands-on approach: trying many ideas to see what works. This method has proven far more effective and insightful than spending months strategizing in a boardroom.

Take, for instance, our 'Sunset' trailer, a project I initially doubted. It was a parody focusing on Google Analytics 4, and on the morning of its release, I questioned the resources and time we had invested in it. However, much to my surprise, it gained significant traction, defying my initial skepticism. 

This experience reinforced a crucial lesson: market response is often unpredictable, making experimentation a vital tool in our arsenal.

The art of honest analysis

Another aspect where we excel at Umault is our ability to critically analyze our efforts. We don't shy away from admitting when something doesn't work, and we're equally enthusiastic about understanding why. 

This honest introspection, focusing on qualitative and quantitative feedback, is essential for refining our strategies and honing our marketing instincts.

I often liken our approach to Thomas Edison's philosophy. Just as he discovered numerous ways not to make a light bulb before succeeding, we learn valuable lessons from each unsuccessful attempt. 

This iterative process of trial and error is far more productive than spending months on theoretical strategies that might never resonate with our audience.

In essence, marketing is an ongoing experiment. It's about continuously testing new ideas, learning from the outcomes, and then reallocating resources to what works. This dynamic approach ensures that we constantly evolve and stay relevant in an ever-changing landscape.

The secret

The real secret to Umault's marketing success is a blend of embracing failure, valuing experimentation, and rigorous analysis. It's about understanding that most attempts might not hit the mark, but those that do will pave the way for future successes.

This approach has shaped our success at Umault and offers a valuable blueprint for anyone looking to make a meaningful impact in the marketing world.





Picture of Guy bauer, founder of umault

Guy has been making commercial videos for over 20 years and is the author of “Death to the Corporate Video: A Modern Approach that Works.” He started the agency in 2010 after a decade of working in TV, film and radio. He’s been losing hair and gaining weight ever since.

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