During the big holiday selling season of 2013, one television commercial stood out among the sea of thousands of ads as a heart-warming yet powerfully effective demonstration spot for this product.
It started out as we follow this apparently angst-ridden teenager who was dragged to Grandma’s house for Christmas. The narrative predictably shows that this boy is seemingly so bored that he can’t get his eyes out of his phone. But then the plot twists as the family gathers around the TV and the boy shows the results of his preoccupation with his smartphone: he was in fact producing a moving video of the best of family and their mutual love, bringing tears to both those on screen and the rest of America watching.
How much would you be willing to spend for a marketing channel that reached on average 92% of the people in your market, including 92% of Millennials (18-34), 94% of Gen X’ers and late Boomers, and 89% of Boomers and older*? What if I told you that this was a free, ubiquitous wireless channel that needed no specialized software or major technology, and that it was the primary marketing channel immediately available to the consumer before most buying decisions are made. Doesn’t that make you excited as a brand advancer?
Today (Saturday, Dec. 21, 2013) my family is sponsoring the Christmas music on 106.3 WCTL. We are so glad to be a part of our community’s Christmas celebration and wish you a Merry Christmas!
Image courtesy of oana roxana birtea/ FreeDigitalPhotos.net
If you are a leader in a non-profit, or running a small business, the next six weeks will be among the busiest of the year for you; the run up to Christmas and year-end.
So maybe this isn’ t a great time to add to your “to-do” list, but let me remind you of an investment that will pay dividends next year, make you feel good, and is just the right thing to do.
Say “thank you.”
What’s your story?
How do you decide what to tell prospects, stake-holders, donors, or community members about you and your organization? What does it take to get around the cliches and the descriptors that don’t distinguish your unique reason for existing?
Over a series of posts, we want to examine the power of story; beginning with identifying distinctives through crafting verbage to choice of communication channels.