Audio version of this post:[audio:http://traffic.libsyn.com/andytraub/5tipstoberemarkable.mp3]
This picture took 34 months to make. It’s not a serious of pictures though. It’s one picture. You’re actually seeing the destruction and construction of a building as taken by Michael Wesely in 2001. A snapshot is forgettable. An image taken over three years is memorable and remarkable. So here’s the question, “Is your marketing plan forgettable or remarkable?”
Old Spice had a marketing campaign a few weeks ago and the critics are already saying that it wasn’t a success because Old Spice hasn’t seen an immediate jump in sales. Were they really expecting people to run to the drug store and buy Old Spice? I think they’re trying to build something remarkable and they’re off to a great start (see the videos here). Instead of looking at your social media plan or your web traffic as a 3 month or one year campaign why not look at it from a different perspective. Will is be perceived as remarkable?
Remarkable is hard work and most people actually think social media marketing is less work than traditional marketing. In fact social media marketing is more difficult because it requires transparency in a way that traditional ads do not. No one ever expected the Ronald McDonald to create personal videos for kids and post them on the internet. It’s easier to just create a packaged message and let it run. Old Spice created something remarkable b/c they took part in conversations with real people.
What do you have to do to be remarkable? Here are five ways to be remarkable.
1. Be human – Don’t hide behind your product. Attach your product to a human experience. Let the people behind your product or service be seen. Let your audience know that people who care are ready to serve them.
2. Be consistent – The key to getting jobs in the plumbing, painting and roofing business isn’t being the best in your craft, it’s returning phone calls. So many contractors just don’t call people back. So be consistent in your communications with potential clients and provide consistent service when you do your work.
3. When in doubt, take the blame – People may take advantage of you but most people just want to hear you say “I messed up” when they have a complaint. I don’t remember a time that my loyalty to a company was strengthened by one of their representatives trying to convince me that I was wrong
4. Say “no” – If you say yes to everyone who wants to be your customer then you’re going to work with people that might not be able to help. Say yes to the customers you can help the most. Don’t offer mediocrity unless that’s what you want to be known for. If “everyone” is your potential client then you sell toilet paper or you’re setting yourself up to fail.
5. Ship – You can’t be remarkable if no one knows about your product or service. They only way they can find out about you is if you ship something. Seriously, go ship something. Here’s what I’m shipping next – It launches August 2010. It’s not ready yet…but that’s OK. We’re gonna ship. Are you?
