In these times of uncertainty, individuals and businesses are having to adjust to a new normal. Everyday life has been disrupted for many and maintaining a sense of normalcy requires mindfulness and effort on all of our parts. Companies, now more than ever, are asking what does great marketing look like under these current conditions. We had the opportunity to pick the brain of marketing genius, Jesse Cole, the owner of the Savannah Bananas — a minor league baseball team known for always selling out games. As the founder of Fans First Entertainment which made the INC 5000 list as one of the fastest-growing companies in America in 2018, Jesse released his first book “Find Your Yellow Tux – How to Be Successful by Standing Out” in January of 2018. The book launched #1 in three categories on Amazon and has been sold in 18 countries. Jesse shared a few insights on how to thrive as a team while continuing to market effectively.
Positive Vibes Only
We’re living in challenging times, but it’s important for companies to approach this era of uncertainty with an optimistic outlook. People can look to multiple places if they’re interested in cynicism and negativity. But good leaders will view this as an opportunity to provide inspiration and perspective while still being grounded in reality. The contagious nature of optimism will send waves throughout your team and to your customers ultimately.
Customers Come First
Great marketing keeps the focus on the customers. By constantly thinking of the needs of the customer first, you’ll ensure that your products and services meet people where they are and anticipate where they want to go. Now is a perfect time to clarify what you do well and be the best at it. Don’t try to solve everyone’s problems. Find your offering that is consistent with who you are and what you want to be. Your customers will remember that personal touch.
Care to Share
In the Digital Age, the secret to great marketing is sharability. Effective and convincing marketing should boast all of the qualities that would make good content sharable. Is it about others? Is it remarkable? Do people want to talk about it? When marketing is sharable, it creates a ripple-effect that exceeds your initial sphere of influence. You’ll be surprised how far the good word of quality work will travel.
This is an excellent time to focus on the group culture of your team. How can you maintain team cohesiveness and connectivity when everyone is teleworking? Perhaps everyone still eats lunch together via Zoom or Google Hangout? Or maybe there’s a book club that has everyone reading together with scheduled times to discuss and reflect? Or a virtual happy hour at the end of the week where people can let their hair down and blow off steam? If you want to connect with your consumers in the marketplace, then make sure you are staying connected as a team.
Return On Purpose
Most people are familiar with ROI (Return on Investment), which measures the gain or loss generated on an investment relative to the amount of money invested. Jesse posits that we should be much more focused on ROP (Return on Purpose). What are you doing that is bringing more purpose to your people? When you’re able to see the impact being made on customers, then that’s providing significance, meaning, and motivation for your daily work. This will sustain you in longer and more substantial ways that a paycheck or service.
Great marketing comes from an honest place. It’s not about getting it right all the time. It’s about constantly innovating and thinking of the best and most authentic ways to shrink the distance between your brand and the customer. Be fearless. It doesn’t mean that you’ll always bat 1000, but you’ll fall forward and learn in the process. Keep swinging for the fences!