Swimming with the “Sparks”

This time, it’s personal.

Some people love Discovery Channel’s “Shark Week” because it's educational and helps raise awareness about sharks and their ocean habitats.

I love it because it’s scary … like Personalized Marketing. 

B2(A) – Business to (A)nyone marketing means leaning in to connections.

That’s hard. 

B2(A) marketing is about embracing personalization. Again, not easy. Because B2(A) marketing is the opposite of what we were taught in Mass Marketing 101.

Mass marketing works, of course. It always has. You can measure things like brand mentions on social media, or maybe Net Promoter Score. But if the true measure of brand affinity is long term connection (and I think it is), then mass marketing is inefficient at best.

Without personalization and connections, marketing campaigns can get sloppy – maybe it’s a lack of focus, maybe it’s messaging without meaning. 

Almost by definition, mass marketing is impersonal, and it’s somewhat indifferent.  Are there ways to connect?  Sure. You can throw an ad on TV and hope it sticks. But did your intended audience see that soft drink commercial?  “I hope so,” said your budget. Did your target audience see that concert promotion on the electronic billboard as they drove by? Perhaps. 

But hoping and "pershaps-ing", those are cross-your-fingers tactics, not strategies. Meaningful, actionable strategies are derived from specific data and human insight -- and from two-way connections.

If you really want to reach the masses, if you really want to build brand associations, if you really want to see the 'sparks' fly … you might just have to roll up your sleeves a little higher and jump in. 

You might just have to take another look in the mirror. 

You might just have to think differently.  You might have to think independently.  

B2(A) demands humility.  It demands accountability. And it demands vulnerability.

I know.  That’s scary.

But diving in and swimming, that’s fun. With or without sharks, it’s  challenging. But it’s also rewarding. (I’m speaking metaphorically of course; I’m not crazy -- please don’t jump into the water with actual sharks). 

In the movie, Finding Nemo, the amiable blue tang fish, Dory, swam toward of a lot things.  Toward whales, toward sharks, toward Nemo.  She swam through things.  And she tried to connect. Through success and failure, Dory just kept swimming.  

Get personal, make that connection.  Try something different.  Heck, maybe even get to know your adversaries (potential collaborators?) a little better.  You may find something amazing in those competitive waters -- like a vegan Great White named Bruce! (Granted, the shark tried to eat his friend at one point in the movie, but hey, we all have our weaknesses.  Mine are Heavenly Hunks Oatmeal Chocolate Chips bites from Costco.  Or their Unreal Dark Chocolate coconut bars. Depends on the day.)

When we lean into our strengths, when we lean in to personalization, and when we lean in to challenge our cutthroat, shark-like competitors --- that’s truly mixing things up, that’s 'swimming with the sparks'. 

It’s scary, but sometimes, that’s when the creative energy follows, when the “sparks” really start to fly.... That’s the essence of B2(A).

Figure out what makes your audience tick. If during Amazon’s upcoming Prime Day, a competitor’s ‘backstroke’ price on swim goggles challenges your bottom line, fight back with a ‘butterfly’ offer with quantity discounts on men’s trunks.  Whatever it is, think differently. Think creatively. Make the connection... and whatever your venture, next time … make it personal.

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Here’s some stories of people “Making it Personal”

Spielberg Films:

Steven Spielberg is legendary.  Through relatable characters in his gifted storytelling, Spielberg consistently guides us to vicariously confront the unknown, to jump in the deep end, and in the end – to connect.  For example, the initially frightening, eventually exhilarating friendship between young Eliot and the alien E.T. Or Indiana Jones and the Temple of Doom, where Indy (the Son) questions his relationship with Father and ultimately, The Holy Ghost.  In the end, via various acts of thinking differently, and with humility, he establishes an everlasting connection with his Dad, and with his faith.

It’s summer time! 

Pop some popcorn and check out some of Spielberg’s many masterpieces – it’s a repertoire ripe with analogies for leaning in, addressing weaknesses, conquering the pain points of vulnerability, and getting personal.  Even Jaws!  A compelling story about getting personal, getting together, and making things happen -- turning the shark into shark bait.

Supercommunicators: 

In one of many fascinating stories in Charles Duhigg’s book, “Supercommunicators: How to Unlock the Secret Language of Connection”, surgeon Dr. Behfar Ehdaie illustrates the power of personal communication in building relationships.  At first, Dr. Ehdaie incorrectly assumes his patients needed objective medical advice. But by asking different kinds of questions, the doctor determined what really mattered to his patients, an epiphany that led to stronger connections – and  ultimately, fewer unnecessary surgeries. Based on the idea of simply asking, “What’s this really about?”, Duhigg drills down to the core of human exchange in negotiations. 

Connect with me via LinkedIn.  Share your comments.

..... and, Just keep swimming.

Tanya

Embracing Glass Half Full