Tuesday, March 17, 2015

#TipTuesday -- 6 Ways to Find Your Business' Pot O' Gold on St. Patrick's Day

[No Leprechauns Required]

We love Saint Patrick's Day.  And not just for the green beer and Irish Whiskey (like we need an excuse). We love it because it's tailor-made for marketing.

Every element associated with St. Patty's Day reminds us of "Best Practices." Here are our top eight:

6 - It's so Social. Friendship, camaraderie, shared good times -- how can we not think of social media on a day like today?

The first requirement for a effective Social Media Strategy is a carefully developed content calendar and execution plan. As we near the end of Q1, this would be an excellent time to revisit your calendar and examine how your social media outlets are performing for you, tweak as necessary, and continue on course.

5 - The Inclusive Spirit. "Everyone's Irish on Saint Patrick's Day!"

Every time I hear that phrase, believe it or not, it reminds me of Market Expansion. One day in mid-March a short time ago, we were looking at new geographic markets for a client in IT consulting. Not only was it a good idea for their business, but it was a great experience. International market research and due diligence across macro-environmental factors was fascinating, informative and ultimately very lucrative for our client. Few companies can say "Everyone" is a good customer for their business, but most companies can benefit from a careful analysis of new markets

4 - A Great Excuse to Entertain. When was the last time you demonstrated your appreciation for your customers with a genuine gesture or event?

Whether live, virtual, or [ideally] both, customer's take notice when they are recognized and rewarded for their business. Whether it's as elaborate as a conference or as simple as a one-to-one lunch, your customers will remember your gestures and respond.

3 - Those Iconic Visuals.  Shamrocks, rainbows, leprechauns and that gloriously green color pallet create instant recognition and emotional appeal.

Is there ever any doubt about the occasion when we see the familiar visual elements associated with St. Patrick's Day? Can you say the same about the visual elements of your brand identity? It's as good a time as any to find out. Take some time to survey your stakeholders, consult an expert and compare your brand identity against other enterprises in your sector to ensure you stand out from the crowd for the right reasons.

2 - Four-Leaf Clovers.  Any old clover leaf can have three leaves, but only the rarest and most valued have four.

That's differentiation. And differentiation helps turn lack luster brands into pots o' gold. Perhaps when your first wrote and designed the key components of your brand identity they were one-of-a-kind. But, like so many other enterprises, that may have been over two years ago. Time to revisit! Begin with your visuals (because that's where recognition and recall begin). Then, read your own content -- carefully. Is it unmistakably yours, or could it apply to anybody in your sector? Does it still describe your unique value prop?  If the answer is "no," you know what to do.

1 - The Pot O' Gold 
Saint Patrick's Day is grand a day to celebrate Irish heritage and the contributions of generations of immigrants to society.

It's also a standout reminder to begin looking at the brand marketing of your organization at regular intervals throughout the year, beginning in Q1. You'll find that (A) it's easier to tweak quarterly, than to fully restrategize at the end of the year; and (B) positive results will begin building sooner, steadier and faster if you make iterative course adjustments as the fiscal year progresses.

The result? Marketing will become a "Pot O' Gold" for your business. No leprechauns required.

When does your company begin assessing its brand marketing efforts each year? Three months? Six months? Weekly? Daily? We'd love to hear from you

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