As a 50 percenter of Irish blood and a serial marketing professional, I thought I’d offer you dear reader, my 15 Marketing Lessons of St. Patrick’s Day to help you find your little pot ‘o gold at the end of a rainbow!
And, I’ll offer them quickly because I shouldn’t even be working this hard today as I’m 17 days away from – and preparing for – St. Patrick’s Day which is one of my many “high holy days” - and there’s a Guinness pint with my name of it at my favorite Pittsburgh Irish pub (Riley’s Pour House) and it’s getting warm! So here you go!
1. Green Marketing Lesson One – Making Money. Always keep money (making it or saving it) front and center of any marketing campaign. If you know anything about the Irish (and I do growing up in a large extended family), the majority have experienced challenging economic times and know the value of a dollar. So, incorporating zero based budgeting into your marketing processes will help you become more creative and help you do a lot more for less.
2. Green Marketing Lesson Two – Sustainability. These days when you hear brands talk about sustainability, it’s related to the environment, but the basic pure definition of sustainability is “the capacity to endure.” Using the same color in your marketing communications reinforces your brand, makes your marketing work harder for you and enables your marketing to endure.
3. Green Marketing Lesson Two – Color. Design and color can help you communicate a great deal. Red – hot, stop; Blue – cool. etc., Keep in mind that all colors also come in a great deal of shades so don’t be boring and predictable. Green has about 50 unique shades.
4. Create Multi-Sensory Emotional Appeals (e.g., appeal to people’s five senses of sight, sound, touch, taste, smell). In a prior post about, “Marketing with Sound,” I discussed the awesome power of sound, but you should also consider all of the ways you can appeal to your customer’s five senses. St. Patrick’s Day appeals them all with color, strong visuals of parades, people having fun; taste of ethnic foods like corned beef and cabbage and drink (pints of Guinness and shots of Jameson) etc.,
5. Appeal to One’s Ethnic Heritage. There’s nothing wrong with appealing to people’s ethnic heritage – net, different strokes for different folks. In fact, it’s a growing and popular strategy due to our mobile society, immigration, single parent households etc.
Some of this strategy’s keys to success include knowing your market well, being aware of unique cultural nuances, being respectful etc. Disney’s Epcot Theme Park’s World Showcase is a great example of ethnic marketing, but Denny’s Restaurants’ old Pancake promotion is not.
6. Be Inclusive with Your Marketing. As much of an Irish heritage appeal the holiday provides, St. Patrick’s Day is all-inclusive and welcomes everyone to celebrate – everyone is Irish on St. Patrick’s Day!
7. Special Event/Thematic/Celebration/Holiday Marketing. Giving a unique thematic association to your marketing messages makes it easier for your customers to understand you and more immediately recognize you too. Tie-ing in to a major holiday celebration gives your promotion authenticity and a “reason why” you’re holding a sales event.
8. Limited Time Appeal. Having a hard date against a campaign creates urgency, excitement and traffic. Pretty obvious statement, but many marketers leave far too many campaigns without a clear end date and a sense of urgent appeal.
9. Spokesperson/figurehead/celebrity/image appeal. Having a Saint as your celebrity figurehead ain’t too shabby, but it’s the consistency of using the same appealing celebrity with a unique story is what works.
10. Iconic Marketing – Shamrock – brand, sell, profit. Mickey Mouse’s Ears, Ronald McDonald’s big red shoes, McDonald’s Arches and more.
Shamrocks do the same for today’s holiday – it’s the day’s badge of honor and identification. What’s your badge ID?
11. Rule of Threes. Legend has it that St. Patrick used the common Shamrock to teach the Celtic Pagans about the unique Holy Trinity of the Father, Son and Holy Spirit – 3 in 1 Godhead.
However, the “rule of three” symbolism in the good man’s teaching is relevant today as well because people’s minds are noisy and limited. Using the rule of three enables you to get them to remember you and buy-in a presentation or product mix selection. Small, medium, large; gold, silver, bronze; 3 bears; 3 blind mice; 3 Stooges (see more examples/proof here) – trust me – the rule of three rocks.
12. Be Positive. You won’t find a more positive group of people that the Irish. Despite all of their “Troubles” who else tells you that you can find a pot ‘o gold at the end of a rainbow? At Pittsburgh’s St. Patrick’s Day Parade this past Saturday, people throughout the day referred to the cold constant rain as nothing more, “a little Irish mist!”
13. Be Nice. You’d be hard pressed to find a nicer bunch of people than the Irish on St. Patrick’s Day too.
14. Have fun and don’t take yourself so seriously. In this age of “political correctness” the Irish are for the most part a happy and fun bunch and most Irish demeaning jokes bounce of them like water on a duck.
15. Plan Your Luck by Working Hard. In my opinion, “the luck of the Irish” is based on hard work – simple as that. You’ve probably heard the saying, the harder you work the luckier you get!” Well, its true. The majority of Irish are no strangers to hard work and I believe – all things being equal – people that work harder and smarter than their peers will meet with more profitable success in a shorter period of time.
Got to run, my pint is getting warm.
Slan (Gaelic for “farewell for now”)!
Jobs impacted my life in numerous ways through not only his great innovations and style, but also in his words.
Here’s my top 10 list of Steve Job quotes that have resonated with me over the years.
God bless you Steve and many thanks. You’ll be missed.
Steve Jobs Top 10 Best Quotes
- “We’re here to put a dent in the universe, otherwise why else even be here?”
- “Be a yardstick of quality. Some people aren’t used to an environment where excellence is expected.”
- “Innovation distinguishes between a leader and a follower.”
- “That’s been one of my mantras – focus and simplicity. Simple can be harder than complex. You need to work hard to get your thinking clean to make it simple, but it’s worth it in the end because once you get there, you can move mountains.”
- “I’m convinced that about half of what separates the successful entrepreneurs from the non-successful ones is pure perseverance.”
- Remembering that you’re going to die is the best way I know to avoid the trap of thinking you have something to lose.”
- “Stay hungry, stay foolish.”
- “The only way to do great work is to love what you do. If you haven’t found it yet, keep looking. Don’t settle. As with all matters of the heart, you’ll know when you find it.”
- “Your time is limited, so don’t waste it living someone elses life. Don’t be trapped by dogma – which is living with the results of other people’s thinking. Don’t let the noise of others opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.”
- We don’t get a chance to do that many things and every one should be really excellent because this is our life.”
…And, one more thing!
10+. “You know a design is good when you want to lick it.” … And, “Design is not what it looks like. Design is how it works.”
Over 10 years ago, when I started to really delve into Website design it was nothing for even simple sites to easily cost five figures. Not today.
WordPress is the Best For Us
I’m a huge WordPress fan and it’s hard to argue against its robust open source platform, ease of use and cost (free) for Website design. We “eat our own dog food” at BrandMill (so to speak) as our Website actually is a WordPress site.
I highly recommend WordPress to most all of our clients and for them to use a competent Web designer or firm (like BrandMill – wink) to create a custom-branded template (StudioPress is an excellent turn-key solution) and to train them to update the site themselves.
20 Free (or Inexpensive) Website Services
However, in my travels, conversations and research, I’ve come across a growing list of inexpensive and/or free Web services available these days that may make some sense for start-ups and SMBs such as:
- Big Cartel (eCommerce)
- Big Commerce (eCommerce)
- Drupal Gardens
- Shopify (eCommerce)
- Vendder (eCommerce)
- Vendio (eCommerce)
- Volusion (eCommerce)
- YP Website Solutions
I dig Posterous, Vendio and Shopify and I’m sure sme of the other Shop sites are worth exploring) however our initial research into most of the other vendors still look like vendor sites from 10 years ago.
We consult with a lot of SMBs and nearly all of them need a new web presence if they’ve dabbled with one of the above vendors because of the lack of SEO, customer support and much, much more. You get what you pay for in life and with Websites. And, no Website in the world will achieve its true sales potential without constant care driven by keyword rich content marketing, SEO and more.
For the past few years, we’ve been providing marketing consulting for SMB borrowers of our financial client that manages a redevelopment loan fund. Most of the businesses they lend to are ‘mom and pop’ firms and their marketing funds are tight to non-existent.
Certainly if these brands could not afford a Website, we’d recommend against doing so, however in our opinion they can’t afford not to have one. In the most extreme cases, a social media presence (e.g., Facebook) could be the marketing beginning for them, but we’ve found WordPress to be a perfect solution – it has decent Shop plugins too. Facebook is great, but it is a ‘closed garden’ meaning that you need to participate/join to benefit whereas, with a Website you’re open to the world. Again, you can’t afford NOT to have a Website.
5 SMB Website Building Steps
In short, here are the 5 steps we’ve repeatedly used to help build a cost effective Website presence for our SMBs:
- Start a Facebook page, create a content strategy, contribute, respond, listen and deliver value (apply strategy to Website too)
- Buy your own domain (register.com, godaddy.com, name.com etc. – and, just get a .com extension)
- Host your domain with a reputable, cost-effective hosting firm. We like godaddy.com (search for a coupon code and use it) because it’s inexpensive, can scale with you, plays well with WordPress and has super customer care. You can actually talk to LIVE people. What a concept.
- Hire someone to help you launch a WordPress Website (e.g., a smart college intern could help too). You want to own your site and control your own brand destiny. You’ll want to add themes, analytics (WordPress comes complete with back-end analytics, but add (for free) Google analytics code to your site). Consider Flickr to host photos/albums and back into your site social media plugins.
- Read/study/master/execute content strategy. OK, well you don’t necessarily have to master Web design and code, but you should strive to gain a healthy working knowledge of it. Start with the WordPress for Dummies book. Learning this stuff is no different than learning about any investment you make. You need to have expert help to some degree, but to maximize that help, you need to understand what you’re getting into and what to expect. Keep adding rich valuable content to your site on at least a weekly basis. A Blog will help.
For my money these are the 5 steps to get a great Website up and running for little time and money.
I hope this essay helps you experience much good fortune. Good luck!
Sure wished we’d done this!