Marketing and the Adjacent Possible

Marketing and the Adjacent Possible

Summary: These are notes for Ryan – one of our founders – regarding possible strategies for Instagram marketing.

One of the best ways to develop interesting ideas is to look sideways at different industries and imagine: “How would that map over?” This works as an idea generation strategy, but can also be used for gathering inspiration at the start of a project.

We can apply this ‘adjacent possible’ approach to social media, e.g. Instagram, by [opening the aperture](#) and exploring both adjacent industries (e.g. other clubs, record labels…) and unrelated industries (e.g. restaurants, bars…).

Lessons learned from Wagamama’s

This isn’t a club / label / artist like Cream, Defected, Shapeshifters… it’s Wagamama’s,

One of the best ways to develop interesting ideas is to look sideways at different industries and imagine: “How would that map over?”

As a restaurant, it will be some time before Wagamama’s are able to open again, but that doesn’t mean they’ve stopped maintaining their marketing and product storytelling.

Wagamama’s are keeping their brand front of mind by using Instagram to share recipes and creating short videos to show how much-loved dishes and sauces are made.

This engages Wagamama’s audience of 169K Instagram followers and, if you look at the comments, you’ll see their 1,000+ True Fans are already planning nights out at the restaurant when it opens again.

Applying this to Thompson’s brand, what would the equivalent of recipes, etc., be?

I think something along the lines of the following:

  • Weekly Playlists
    • Thompson’s Resident DJs
    • Guests DJs (Shapeshifters, Etc.)
  • Track of the Week
  • Top Tens
  • DJ Tutorials
  • Build a Track / Ableton / Etc.
  • [Artist Interviews](#) /* A Dozen Questions */
  • Etc.

By being creative, and imagining how you might make club equivalents of recipes (playlists) and cookery demonstrations (DJ tutorials), you’ll end up with a strategy quickly forming.