Whether your politics allow you to appreciate the message in this video or not, you can’t help but admit that the parody is clever.
Odd thing is, I’ll bet you’ve never seen a local business use their own “prize patrol” in any way, shape or form – even if prize delivery wasn’t the goal of putting the patrol together.
The problem is that being clever isn’t enough.
Clever isn’t the objective (neither is cute). Results are the objective.
Note that I didn’t say positive or negative results – just results.
If someone unsubscribes from Business is Personal (or swears never to return<g>) because of this post, that’s a result.
Ultimately, it probably means that they couldn’t really take working with me anyhow. While my name is Mark, sometimes I can be a little Frank.
While the fact that they might leave is a shame for both of us, the right person is out there for that person who leaves BIP and never comes back. Likewise, if someone stays because of this (or any post) at BIP, that is also a result (and a better one, but still a result).
Not everyone has to be – or is ideally – your client. And that’s ok, really.
Clever, cute, useless
You see clever ads that win national advertising awards with regularity. But did they produce a positive return on investment? Did they attract a group of new raving fans for that business?
Guess what – results are not part of the criteria for most of the national marketing/advertising awards that the “big name” agencies win.
Do I enjoy these ads? Sure.
Do I think they are clever? Absolutely.
Do I wonder if the client can find a single identifiable return (or result) from the ad? Definitely.
It’s Payback Time
The job of marketing is not to entertain. The job is to sell, motivate and/or engage. And even to build the Tribes that Seth talks about, though the growth he talks about occurs organically because you do what you do so darned well (among other things).
Don’t get me wrong – The prize patrol could easily be used in a campaign that not only was entertaining, but also produces results. In the case of the stimulus video above, it wasn’t designed to product quantifiable results…or was it?
How many views on YouTube did it get? About 70,000 between Feb 22, 2009 and today (March 14, 2009 when this was written).
But…what did those views produce? Hard to say. If I’m the owner of the site that produced the video, I can look at my inbound links from YouTube and see how many of them turned into donors, subscribers and so on.
Those are quantifiable results.