Breaking Ground in More Ways Than One: Crafting Marketing Strategies in a New Industry

Entering a new industry as a marketer can be daunting, especially when faced with unfamiliar landscapes, technical jargon, and industry-specific challenges. When I first stepped into real estate marketing, I had never set foot on a construction site. Yet, I was tasked with crafting the marketing strategy for the 6 Dawes groundbreaking event—an opportunity to showcase a new development before it even existed.

Rather than relying solely on research and secondhand information, I took the initiative to immerse myself in the environment. That meant visiting the site, understanding the project from the ground up, and ensuring every marketing element spoke directly to the audience in an informed, impactful way. Here’s how I approached it—and how you can apply the same principles when stepping into an unfamiliar industry.

1. Dive Into the Environment Firsthand

One of the most important steps in understanding any industry is experiencing it firsthand. In my case, that meant visiting the 6 Dawes site, walking the terrain, and seeing the space where the groundbreaking would take place. This was more than just a visual inspection—it allowed me to grasp the scope of the development, understand the logistical challenges, and identify opportunities for creative storytelling.

Key Takeaway: Don’t rely on secondhand descriptions. If possible, visit the site, shadow an expert, or engage directly with the product or service you’re marketing. Firsthand experience builds credibility and sharpens your strategy.

2. Use Visual Storytelling to Bridge the Gap

Marketing real estate—especially pre-construction developments—requires compelling visuals that bring a concept to life. Since the 6 Dawes project was still in its early stages, I leveraged drone photography to create a clear visual representation of the site. This not only helped with event planning but also provided marketing assets that made the project tangible to prospective buyers, investors, and stakeholders.

Key Takeaway: When stepping into an unfamiliar industry, identify visual storytelling tools that can make complex or intangible concepts more accessible to your audience. Whether through video, infographics, or immersive media, strong visuals help bridge the knowledge gap.

3. Map Out Every Touchpoint of the Experience

Understanding the end-user experience is critical in any industry. For the 6 Dawes event, this meant designing a seamless guest journey—from the moment attendees arrived on-site to how they engaged with the space and absorbed key messaging.

To ensure smooth navigation and enhance the guest experience, I created a detailed event map using site imagery and drone footage. This helped stakeholders, vendors, and attendees understand the flow of the event, reducing confusion and optimizing engagement.

Key Takeaway: Whether planning an event, launching a product, or crafting a brand campaign, step into your audience’s shoes. Anticipate their journey, remove friction points, and design an experience that aligns with their expectations.

4. Engage Stakeholders at Every Level

Marketing in a new industry means working with experts who have deep institutional knowledge. For the groundbreaking event, I collaborated closely with developers, architects, and real estate agents to ensure the marketing materials aligned with the project’s vision and technical details.

By fostering strong communication and integrating their expertise into the marketing narrative, I was able to position the project in a way that resonated with both industry professionals and the general public.

Key Takeaway: When entering a new space, build relationships with key stakeholders. Their insights will help refine your messaging, avoid missteps, and create content that speaks authentically to the industry.

5. Adapt Quickly and Learn as You Go

No amount of research can replace hands-on experience. While working on the 6 Dawes event, I quickly learned how to navigate construction timelines, site restrictions, and the unique expectations of real estate marketing. Every challenge became a learning opportunity, helping me refine my approach for future projects.

Key Takeaway: Embrace the learning curve. Stay adaptable, ask questions, and be willing to pivot your strategy as you gain deeper industry insights.

Final Thoughts

Stepping into a new industry as a marketer isn’t about having all the answers upfront—it’s about being proactive, resourceful, and willing to immerse yourself in the space. By taking initiative, leveraging storytelling, mapping out the user experience, engaging stakeholders, and staying adaptable, you can create impactful marketing strategies regardless of industry knowledge.

If you’re breaking ground in a new field, approach it with curiosity and confidence. The best strategies come from those who aren’t afraid to step outside their comfort zone and truly engage with the world they’re marketing.