What’s in the box?!?!?
Maybe you’ve been there. Well, maybe you haven’t come across a loved one’s head in a box, but sooner or later most brands will endure their own form of Hell.
How to ensure your next marketing campaign won’t devolve into a house of horrors? Watch out for the seven deadly sins:
Wrath. Not everyone will have nice things to say about your brand. A troll may post something unkind, unfair or untrue on the internet for all to see. The natural reaction is to respond with fury and force. In most cases, this only makes the problem worse, as it legitimizes the troll, draws greater attention to the negative information and steals time and resources from productive pursuits.
Envy. Business leaders get excited when they see another company (particularly a competitor) get attention for a flashy campaign, and urge their teams to create something that will “go viral.” In reality, the harder you try to capture lightning in a bottle, the more likely you are to get zapped. Remember: you’re building a brand, not a fad.
Gluttony. More eyeballs. More clicks. More responses. More more more. Frequently, a business is so hungry for new prospects that its lead-generation efforts attract more inquiries than their teams can stomach. The resulting “reversal of fortune” destroys business relationships before they can even start. Right-size your strategies to ensure you can handle the response.
Greed. Sometimes you want it all. Marketers try to win new audiences without considering how those outreach efforts might be perceived by long-time loyal customers. In your quest to have things you do not yet have, don’t forget to protect what’s already yours.
Lust. We are a nation that wants to be wanted. There’s a strong temptation to measure our value in follower counts and clicks, and brands frequently attach their fates to celebrities and other influencers to trade on their allure, often with disastrous consequences.
Pride. Business owners and C-level executives are accustomed to showing up in public places where everybody knows their name and their business, so it’s easy to believe the brand is better known than it actually is. “Why do we need to invest in getting our name out there? People already know us,” they say. Research often shows a wide gulf between their perceptions and reality.
Sloth. What are you waiting for? Contact me already. I can help.
Revival 