Great ideas are often distracted and consumed by the detailed planning and executions required by a Social Marketing Campaign. The entrepreneurial mind is driven to create and envision but is rapidly frustrated by others not seeing the vison as he so easily does. And the excitement quickly turns to frustration. That parallels with many experiences of Seduction. But there are real lessons one can learn from Seduction and apply to Social Marketing that will help result in a lifetime of remarkable Social Marketing. And as with Seduction time is important. Do not rush things. Take them slowly. Enjoy the journey. This will be exposed over a dozen or so posts. If you like what you are reading and do not want to miss a section, send your email address to garthsu@gmail.com and I will send you an early proof copy to collect.
To the entrepreneur or small business, Social Marketing can often be similar to Seduction; at first exciting & challenging, often and ultimately leading to frustration and exasperation. The job is to ensure the Seduction end is a blissful lifetime partnership.
The parallels with Seduction are an interesting way of describing the steps and actions one should follow to create that profitable and rewarding Social Marketing Campaign.
In both, ultimate success is based upon planning, hard work and the application of the right resource. Never upon mysterious gifts or random chance.
It always helps if you recognize the full extent of the task before you start the journey.
Of course, ultimate success is never guaranteed but the parallels will help illuminate the work required.
Imagine you are attending an art festival and the opportunity is you might meet someone. So, you prepare yourself. Your character, your clothing and your voice must match the event and personality you present at the event.
Now back to the art festival. It happens that you do meet someone of interest. The first rule is to take things slowly, to listen. Listen to what the other has to say.
In real life attraction is often not immediately mutual. And that is what exploration is about. And sometimes that requires a little work. And listening will help you more than talking will. Understand the nuances today.
So, you have met an interesting person. Now what? You must meet again and explore those commonalities. Meeting in a special but comfortable environment always works. “Let’s meet again” is the obvious question!
The new person has agreed to a date. Before you set the location for the date it is often useful to speak to a friend!
After some discussion with trusted friends you decide a special dinner is most appropriate.
And things might become more challenging. The potential target may have spoken to colleagues. Any inconsistencies might create or confirm doubts? So just be yourself. Your real self!
The first date is a positive event and you discover things about each other that bode well for the future. Things you want to explore and build on together.
One of the things you discover at that first dinner is the importance of certain friends to your new potential partner. You want to meet these people. Before you do you must understand the relationships and be aware on the long term relationships.
You are invited to a more personal event where a close friend member will be present. You know your partner will be strongly influenced by that close friend. Again, preparation and understanding the issues becomes critical.
The relationship grows. And the challenges grow as well!
Summer holidays are approaching. Do you plan that first holiday together? Sharing long days and nights together in a new location is very different from a short date and going back to your own home.
And then comes a more serious test.
Personally, you are promoted to a position overseas, a position that you have been working toward for some time. Now what? That leads to a serious conversion between the two of you about your relationship. That test is resolved with a private commitment. And you agree that you will move together.
Now the time arrives to make your commitment public. Ultimately you make a legal (and that is shared publicly) commitment that you will spend the rest of your natural lives together as one.
After that public commitment has been made, does that mean the excitement and intrigue should now be forgotten? No. you both must work to keep it alive. And here you must be creative.
The planning and execution of a Social Marketing Campaign can be described using the same words, thoughts and ideas. Planned actions that will ensure a lifetime of happy partnership.
Stay tuned.
About Garth Sutherland
Garth Sutherland has an extensive multicultural understanding.
He has worked with local brands (creating independent strategic positions) and international brands (integrating the international brand vision with the local demand to optimize the “on the ground” brand presence). His strengths include bringing a strong strategic focus into all aspects of marketing delivery, working with multi-agency perspectives, independent thinking & implementing with a consistent and practical interdependent teamwork focused delivery.
He is currently heading up www.smallbusinessmarketing.co.za, a fractional marketing consultancy that specialises in the SME sector.
And writing on modern marketing.
If you are looking to maximize the strategic value of your brand opportunity, Garth is the ideal resource to task.
Contact him at garth@smallbusinessmarketing.co.za or +27 (0) 81 265 5803
Other posts in this series can be read at https://www.linkedin.com/in/garthrsutherland/ or on http://www.smallbusinessmarketing.co.za
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