But too often, people who work in this field, treat it like one. We’re afraid to move too quickly, think too boldly or try something before it’s proven or has measured impact.
So we stay on the sidelines, safe and sedentary (and most likely bored).
What if we acted that way on the tennis, soccer or football field?
The balls would come whizzing by us, our opponents would gain yardage, points, etc. and we’d surely be on the losing side of the scoreboard.
Marketing is Not a Spectator Sport.
Get out and play. Win or lose, at least you’re in the game.
That’s my point of view. What’s your twist?
What keeps you on the sidelines?
‘Ti’s the season to send tidings of comfort and joy.
Many companies engage in the practice of sending holiday greetings (print or increasingly emails) to colleagues, clients, partners and prospects.
But what does your holiday card really say about your brand?
After all, it’s not just a card – it’s a communication vehicle.
And whether you intend it to or not, chances are the greeting you send and even how you send it are communicating more about your brand than you originally intended.
One year, while I was working at Virgin management, we decided to do electronic cards (in line with our desire to do right by the planet when we can) and to re-direct the saved postage as a donation to the Branson School of Economics in South Africa.
We included a bit of a cheeky message on the front of the card (again on brand) but overall we felt the best way to celebrate the real spirit of the holidays during what was a particularly difficult year for many, was to help others.
I am not saying this is the right solution for everyone. I’m just illustrating that we spent some time thinking about our messaging and treated the card as a piece of branded communication – which ultimately it is.
Here are two other examples of cards that made a brand impression:
The first was from a friend of mine who runs a PR and Communications company called Fraiche.
Her brand is all about fresh ideas and approaches. Her primary color on her website and marketing materials is a bright and vibrant green – a color which supports her can-do personality and that of her company.
Her holiday card really supported her brand point of view.
Here’s a way to make tedious holiday shopping a bit more palatable.
While your trudging around the malls and stores this holiday season, don’t look it as a chore, look at it as a brand adventure.
Or at very least… brand research.
Notice which shops have the longest lines, what branded shopping bags are people walking around with.
Ask the shop keepers about the hottest items.
And make a mental note of what people are wearing.
Take your flip cam or a notebook and write it down.
Think about t what trends are revealed by these facts.
And then reflect on how these can be applied to your brand.