Yep, it’s coming. Christmas.

Sure, right now it’s 93 degrees (in my neighborhood) and Christmas is a whole 156 days away, but I can almost see all of the commercials now. Don’t they start airing some time in September?!? And shortly after, my kids start communicating with every sentence starting with, “I NEED…”

It’s as predictable as the tides. What do you do?

The Child’s Mind And The “Want vs. Need” Paradigm

About mid October, when the kids finally succumb to the hypnotizing din of “New and improved this…” or “Now with 3D and smell-o-vision that,” I stop making lists and start asking two simple questions.

“How many do you actually NEED?”
and “Do you really NEED that… Really?”

“… or is it that you just ‘WANT’ it?”

That usually stops the munchkins mid-sentence like they’re hoping not to be caught for audibly farting. But what it really does is open the door to a more reasonable conversation centered on the “Want vs. Need” paradigm. (No, my kids don’t use the word “paradigm…” yet, but it works…)

The Nightmare Of The Perpetual Christmas And The Ever-Elusive Groovy Doohickey

In the marketing world, Christmas comes on almost a daily basis. Day after day, week-in and week-out, clients approach their marketing teams with stars in their eyes and dreams of some ever-elusive groovy doohickey that’s going to revolutionize the industry. And day after day, week-in and week-out, advertising agencies, marketing boutiques, freelancers and consultants alike accommodate them like Daddy Warbucks on Christmas morning. But should we really?

What would happen if the advertising agencies, marketing boutiques, freelancers and consultants asked one of two simple questions?

“How many do you actually NEED?”

Has the affect of the last 40 ad-hock attempts at knee-jerk marketing been successful? Have you taken the time to let a strategy take hold?  Will another direct mailer or another sales spot on every radio station in the city really make it better?  Doesn’t it eventually all add up to more noise?

OR (my favorite) “Do you really NEED that… Really?”

Too many companies are out there listening to “gurus” preaching on everything from social media and branding to voo-doo for solutions to their marketing woes. Maybe it’s not the next groovy doohickey that your marketing needs.

What would happen if we treated our customers like children? Would they listen?  Would they walk away? Could you do it? Maybe some of you already have (I know some of you and it’s true).

Food for thought…

Keep Cooking (the bravest decisions for your customers – whether they like it or not.)!
Andrew B. Clark
The Brand Chef

Desire and a baseball bat… maybe a leather glove…  That would make me a major leaguer, wouldn’t it?  No? Okay, well, then give me some spiffy pin-striped pants and a jersey with the number “2” on it…  Now I’m just like Derek Jeter, right?

STOP IT!

Just because you have access to the “tools” of the professionals, doesn’t mean you have the knowledge, skill or fortitude to use them correctly or successfully. 
A baseball bat in the wrong hands is simply a deadly weapon.

Even a superstar like Jeter knows that picking up a bat does nothing for your game than make you dangerous - to yourself and those around you.  That’s why he depends on people like Kevin Long, the Yankees batting coach, to guide him through the process of discovering his perfect swing.

Just like Derek Jeter, SUCCESSFUL social media marketers have been working at their trade, honing their skills and creating a knowledge base.  They share ideas, tools and solutions with the other social media savvy that will help them score big, come game day.

If you’re looking to get into the social media marketing game, there are professionals out there that can coach you through the process of discovering your perfect social media swing.  Instead of strutting up to the plate ready to “swing for the fences” think about these five simple steps:

1. Get a Coach – Probably the most important tip. I’m sure Jeter intrinsically knows how to connect with a baseball, but do you think he has the time to look at his swing for small, virtually untraceable links to hitting better, farther, and more consistently?  A social media marketing coach will do much of the same thing – build on your brand’s strengths and tweak your weaknesses until you have an accurate, effective swing.

2. BE “In” The Game – Nary does a batter walk up to the plate looking for a home run every time (okay, maybe Manny Rameierez, but that’s another post altogether).  Maybe your team needs a ground-out sacrifice to advance your fastest runner to second base, and scoring position.  Your instincts as a marketer should tell you when to hit for the infield gap versus smacking it into center just to be caught.  Your Social media marketing coach will feed you the signals for the team’s best success.

3. Read The Scouting Reports – When Jeter walks into the locker room, he has at his hands the reports of the opposing pitcher’s games clear back to the stone age.  With that, he and his coach can evaluate their obstacles and the advantages they have in this game and plan accordingly for success.  A savvy social media marketing coach should have similar scouting information for your “at-bat.”  Is your market friendly to social media promotions?  Does your market want more consumer brand input? Research is key!

4. Treat Each At-Bat Uniquely – Sure, Jeter strikes out from time-to-time.  Does that mean the next time he walks up to the plate he’s obsessed about that last empty cut?  Yes, and no…   He thinks about what went wrong and he and Long make the necessary adjustments for the next inning.  Just as with baseball, each marketing tactic is set up to learn and progress to the next opportunity. If one event, or post, or tweet fails to garner the results you expect, look at it carefully and make the adjustments necessary for future success.

5. Remember, The Season Is Long - Jeter and Long know, from experience, that it takes 162 games (regular season only) per season to get to the World Series.  If they walked into opening season expecting to hit .750 and started sizing their thumb (’cause every other finger is covered) for another World Series ring, they’d be laughed out of the league.  Just the same, if you expect to become a social media marketing home-run hitter tomorrow…  well, can you hear the laughter? Work on the knowledge, technique, targeting, content, branding, focus, fortitude, execution…  get it?

Now Go PLAY BALL!

Keep Cooking (ideas that score)!
Andrew B. Clark
The Brand Chef

Disclaimer:  I am in no way associated with the New York Yankees nor have I been compensated for this post.  As a matter of fact, I write this post in complete frustration after watching the Yankees sweep my Boston Red Sox in 3.  But from a branding and statistical success standpoint, Derek Jeter and Kevin Long make superb examples.