Cheesy reality shows may be an embarrassing addiction for American television audiences, but if you’re of the mind to learn something from everything you do, read, or watch, then Tinsel Town and a crew of slicked-up stars have something to offer marketers.
Eyes on the prize, we can easily fall into “react” mode when pressured by our bosses, this months’ numbers, or an unanticipated competitive move. “Just get it done! I don’t care how!” isn’t exactly constructive, but you can channel the company’s quest for success into a cogent plan when you consider these nine lessons.
Marketing lessons from the big stage:
- Know what you want. Is your goal to increase the monthly lead base by 12%? Decrease inbound support requests by 20% (thereby improving experience)? White papers and webinars or user forums and Twitter monitoring – independent, random tactics are just about as effective as cattle calls if you don’t know where it is you want to go. Get a solid plan that you can actually execute.
- Be committed. Marketing success is not for the faint of heart, and never as easy as it may appear from the outside. Like the road to music stardom, digital marketing is fraught with risk, trial/error, and incremental achievements. Make sure your plans include reasonable goals and realistic milestones; rarely is a star born overnight.
- Rally your support system. Poster-waving, adoring fans are the stuff dreams are made of. Build your own base of supporters when you share a well-researched, written plan. Think about the goals you’re setting and how any changes (implementation of the plan or downstream effects of the plan in action) might impact other teams or departments. Reach out and share your vision before spending big dollars on a platform or printing. Group consensus isn’t necessary (or even desired), just the free flow of information.
- Hear what the critics have to say. Confidence in the soundness of your plan is essential, but if you think its foolproof or can’t be improved upon with a little collaboration or coaching, then I sure can’t help you. Objective feedback from a mix of sources can ensure you’ve covered all the angles. If nothing else, the feedback could be superficial or cosmetic in which case you’re just about ready for the big stage.
- In the face of adversity, keep wearing a smile. A little off key? Choose the wrong song? Mistakes happen; institutionally they’re better tolerated when you’ve laid a foundation of inclusion that has others invested in your success. Take your lumps like a big kid and others will respect you for it. Keep the self-flagellation for times you’re alone, and only then if it helps you work off tension so you can focus on fixing things.
- Know where you can shine, and work it ’til you own it. Sometimes winning isn’t about working the hardest or even being the best. There are way too many folks trying the same tack. Step around the bodies of those lemming and try for “different” instead. Can you create a new market space that appeals to underserved audiences? Do it and you’ll have found your blue ocean.
- Bring your accessory bag. What if two minutes from curtain you discover a sagging hem? Or that your jacket sleeves are too short? Prepare for the unexpected by building contingencies into your plan. Some disasters can’t be averted with simple solutions like a little hem tape or wide bangle bracelets. But thanks to your pre-plan research and the clued-in support system, the team will get you back in the competition faster than J. Lo can change her hairstyle.
- Don’t stare into the lights. Ever been on a stage to face the spotlight? The piercing glare can paralyze and disorient even the most seasoned performers. Take a lesson and keep your field of vision wide. Stay receptive to what’s happening on the stage around you and in the audience. A high level of awareness will help you respond to a snafu with grace and style (think Red Cross, not Chrysler).
- Haters are gonna hate. Face it, different music genres exist because some of us can’t tolerate the twang of country or the lyrics of hip-hop. Pleasing the masses isn’t only impractical, it’s impossible. And if you know what you’re after (see #1) then you’re not aiming for the masses anyway, you’re aiming for a specific target. It won’t matter if suburban 35-44 year-olds with 2+ electronic devices don’t buy your widget; they’re not the sort that’ll help you reach your goals.
Bonus marketing lessons:
- Just be yourself, each and every time. Consistent brand experiences are critical to building customer trust and affinity. Don’t compromise your integrity because “it’s only Twitter.” Every touch point counts.
- Act natural. Four inch heels might have worked for Pia, but on Lauren they’d look ridiculous. That is to say, what’s one brand’s norm is another’s anomaly. Untested and not fully integrated, squash the impulse to blindly try what everyone else is trying because you think you have to do so just to compete. It’s better to skip Foursquare all together than to launch an account unprepared (time, resources, plan) to use the tool to further your digital marketing efforts.