Why do people overcomplicate things like they do?
It always amazes me.
Without a single thought or care about mastering the basics of marketing, they sprint head first following the scent of a shiny new “social media marketing tool”.
Meanwhile…the greatest marketing opportunities are right in front of their eyes.
Here is a perfect example that was sent to me by my friend and fellow marketing consultant, Graham McGregor (who, by the way, has an EXCEPTIONAL free book you can grab at http://www.TheUnfairBusinessAdvantage.com).
How they capitalized
on one of the
worlds greatest disasters.
Before the naysayers go off on their tangent about capitalizing on disasters… listen in first before you judge.
The Titanic sunk in 1912.
Thousands of lives were lost.
The 100 year anniversary of this disaster is in 2012.
…rather than shying away from the sinking of a cruise liner, the New Zealand Cruise Ship, the MS Balmoral, decided to make the most of it.
2,000 people have pre-booked a cabin for the MD Balmoral voyage that retraces the route of the Titanic’s maiden voyage
Not only are people paying up to $12,100 for passage on this cruise, they are also lining up to “have costumes made to re-create the appearance of the original passengers, while there have also been requests from musicians to audition for places in the modern version of the string quartet that played as the flagship of the White Star Line fleet began to list.”
This Centenial Celebration is gearing up to be a highly enjoyable one for the passengers, and a highly profitable one for the Cruise line.
What did they do right,
and how can you copy?
The 2012 Cash Flow Calendar http://www.cashflowcalendars.com is designed to help YOU do exactly what the MS Balmoral has done…
…find unusual events, and create theme-based promotions around it.
For example, in January of 2012, here are a few unusual events you could create themed product or services launches around:
* Second week of January is National Pizza Week
* The fourth week is National Mozart week (and Jan 27th is his birthday)
* January 12th is the 36th Anniversary of the passing of Agatha Christie in 1976
* Friday January 13th is not only a Friday the 13th, but is also the Rubber Duckies birthday
* Sunday, January 22nd is National Answer Your Cat’s Question Day… what better reason for a pet-related marketing campaign (pet campaigns can be a BIG draw for contests, competitions, and just fun all-around promotions).
Keep it simple.
Find a special event or date you could really have fun with.
Do some research about the basics of the date or reason for celebration.
Create a 3 step (minimum) campaign that has some fun with the date, tells a great story that ties into that date, then relate the celebration to your special offer.
Send out all 3 steps, each of them having fun and telling a different part of the theme or story-based campaign.
In theory… right?
The key is to just do it. Don’t overthink it… massive momentum and action will take you MUCH FURTHER than over analyzing it will!
Just get it done.
Have some fun.
And give your clients and prospects something fun to get excited about too.
It worked for the cruise line… and will work for you too.
Here’s to a fun-filled, promotion and story packed marketing year!
PS: People often ask if this applies in their country too (assuming they are outside of North America).
Even if National Pizza Week is an American thing, or a Canadian thing, so what?
There is no rule book saying you can’t create your own holiday like this.
You don’t need to ask for permission to do a promotion… just get it done!
…it also gives you a 12-month, week-by-week calendar you can modify to suite your own marketing plans for the year.
Rest assured though… actually filling the calendar out for your own use… and then IMPLEMENTING what is planned… is THE KEY to massive marketing success in 2012.
Thinking about it or promising to do it won’t get you there…
…getting it DONE will.