How to Avoid a Marketing Apocalypse in Your Business

We have all heard of the “horsemen of the apocalypse” and the overwhelming devastation that they bring!

I recently attended a keynote by Wes Gay, marketing guru and regular contributor to Forbes, in which he painted a fairly scary picture of how our marketing communication looks to the general public. He was suggesting that poor communication in marketing campaigns is equivalent to unleashing the “horsemen of the apocalypse” on our businesses!

To his point, one does not have to look too far to find some massively destructive communication campaigns. Things like:

  1. Kenneth Cole and their 2011 Twitter message (in the midst of the Arab spring movement); “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online.” This message was retracted but there was damage done!
  2. The Coke fiasco around New Coke and Classic Coke back in the 1980’s. Did these new flavors mean that the old Coke was no good? This market communication fiasco was so monumental, we still talk about it today!
  3. How United Airlines responded by blaming the victim after social media showed smart phone video footage of a passenger being violently dragged off a flight. The public was stunned by United’s response and their stock price was impacted immediately.
  4. The Adidas’ tweet after the 2017 Boston Marathon “Congrats, you survived the Boston Marathon!” This was probably an innocent mistake and message was retracted quickly but not without brand damage.
  5. Dove airing a commercial that showed a black women turned white after using a Dove product. If you saw and understood the complete context of the advertisement it was probably fine. However, it was easily taken out of context and Dove was forced to pull the ad.

Wes Gay goes on to say there are four things that may seem innocuous at the time but can prove to be devasting to you and your organization. He calls these the 4 Horsemen of Marketing Communication

The 4 Horsemen of Marketing Communication

He defines the 4 Horsemen of Marketing Communication as:

How to Make Your Business Stand Out

I recently attended a keynote from Claire Diaz-Ortiz. Diaz-Ortiz is an author, speaker, founder of the non-profit “Hope Runs”, ex-executive at Twitter, voted one of Fast Company’s “100 Most Creative People in Business” and is known as “The Woman Who Got the Pope on Twitter!”

Besides being articulate, intelligent, and successful in the business world, she has a very compelling personal story that she is able to effectively weave in with the business side of her life.

So, when she defines a system to make you and your business stand out, we should listen!

Her keynote outlined the framework for this system that she uses to help her and her organizations standout in the marketplace.

She calls the system “SHARE.”

S.H.A.R.E.

Diaz-Ortiz’s framework for how stand out is built around the acronym SHARE. I have briefly summarized the components below.

Hunch

Turn Your Everyday Insights Into The Next Big Thing

The book review for this week is Hunch by Bernadette Jiwa.

Jiwa explains her thoughts and research behind; ideas, intuition, deep thought, rationality, questions, genius, and many other concepts commonly associated with breakthrough ideas.

In today’s distracted and plugged-in world where we can Google answers for anything, we are at risk of losing our ability for innovative thought. Jiwa does a great job of outlining techniques for reengaging our creativity and intuition and generating the next big thing by leveraging our everyday insights.

My takeaway from this book is Jiwa’s definition of a hunch.

Can You Complete the 15 Minute Business Challenge?

If you cannot write out the plan for where you are taking your business in 15 minutes or less, chances are, you do not have a plan!

If you don’t have a plan then you and your business are just floating through time and you are at the whim of the marketplace and all of your competitors! Basically, if you cannot articulate what you are building or why you are building it then how do you know what you are doing or where you are going?

For those that regularly read my posts, you know that Thinking Business has a very detailed business blueprint that you can download (from our Business Tools) and apply to your business. We call it the Thinking Business Blueprint. It takes you through all aspects of your business to ensure that your business model and strategy are defined clearly at all levels.

However, I was recently challenged by a client to come up with a simple, high level, tool that would allow a business leader to summarize their business and their strategy in one simple page. This one-page tool must be simple to implement yet powerful enough to capture the very essence of an organization. A leader must then be able to take the completed tool and easily communicate it to any and all of it’s stakeholders.

To meet this challenge, I have come up with the “15 Minute” Business Blueprint described below.

How to Plug the Gaps and Stop Bleeding Money!

Most organizations are bleeding away profit through holes they don’t even know they have!

That’s right! If you are not periodically and systematically looking for inefficiencies, gaps, old processes, or broken systems, chances are, your business is bleeding profitability.

These holes that are bleeding profits from your organization are generally not a result of a deliberate or malicious act. They just form slowly as the marketplace shifts and as technology changes. These shifts and changes create holes that must be “fixed” in the same way a pothole in a road must be fixed!

$156,000 Timesheet