It’s 2014 strategic planning time! What, you thought I meant Thanksgiving, Black Friday and Christmas? Sorry, Frosty the Snowman has nothing on strategic plans.
In our field this means planning ahead for the next year’s communication goals and objectives for our clients. We look at what has been successful this past year, and then try and anticipate how we can continue and build upon that success in the following year. We’ll anticipate what media opportunities might exist (hello, editorial calendars), where our clients might have public affairs needs, innovative marketing prospects, and how to leverage an ever shifting technological and digital landscape. It’s a necessary part of having long-term success with any client, an opportunity to sit down and brainstorm for what’s to come, and helps evolve your communication efforts.
Read more about the MOST wonderful time of the year
I grew up in the era of Michael Jackson, Mariah Carey and Madonna – artists who set the records and lived by the mantra more is always more. Performers were known for their perfect songs, style, and diva-like personalities. These artists will always be some of my favorite icons, but there’s something to appreciate about the new class of celebrities, who embrace the awkward moments in life.
Using these awkward, yet endearing, celebrity ladies, here are a few marketing tips to show people the added value of including your product or service into their everyday lifestyles.
Read more about relatable marketing (and see more GIFs!)
Selective exposure is great for targeting, but there are sometimes risks to accuracy. Source: JimRomenesko.com
There’s a theory in the communication field called selective exposure. The premise is that we actively seek messages we expect will agree with our already-established beliefs or personal interests while simultaneously avoiding content we expect will disagree with those beliefs or interests.
This idea has been discussed since the 1960s, but it garnered a renewed interest in the 1990s and 2000s with the idea of the Internet as a revolutionary tool that would open new doors for information and participation. While many felt that new technology would make us knowledgeable and more informed, most research has found that the Internet actually amplifies this notion of selective exposure. Although we could access content of every viewpoint imaginable, we often choose to access only the content that aligns with ourselves.
Read more on selective exposure
One of my wife’s favorite films is Tim Burton’s “The Nightmare Before Christmas.” This somewhat quirky cult classic of Jack the Pumpkin King’s journey for self- discovery has a nice lesson that should be applied to marketing during the holiday seasons. Namely, don’t try to be something you’re not and stay in your own time zone when it comes to the ebb and flow of messages, gifts, and flying the Santa Claus sleigh. Jack is great at Halloween. But, when he tries to mingle the “Spirits of Halloween” with a dash of Christmas Spirit, everything literally goes to hell.
Read more about breaking through the clutter