Marketing inspiration comes from many sources. In this case, we look to the famed characters of Star Wars to help us on our way.
Let's review a few pithy quotes from the likes of Han Solo, Princess Leia and the great and wise Yoda, and see how they might apply to digital marketing.
Lesson from Han Solo
"Punch it!"
Take your content to the next level, make it relevant and continually review and refine. In other words, punch it up.
"Look, I ain't in this for your revolution, and I'm not in it for you, princess. I expect to be well paid. I'm in it for the money.""
Though most organizations are in it for the profit, the goal of many digital marketing campaigns is to establish credibility and to build an online rapport. This is especially true for considered purchase items. So … focus on educating and helping first, and selling second.
"Great, kid. Don't get cocky."
If your agency is growing nicely, now is the time to invest in new ideas, technologies and resources to continue that growth. Don't get cocky and think that your agency can continue to sell and market the same way you did a few years ago (or more).
"Hokey religions and ancient weapons are no match for a good blaster at your side, kid."
Old school thinking may not appeal to your progressively younger buyers. Innovate and stay ahead of the curve. That said, we never want to use an email "blaster" mentality. Always follow opt-in best practices.
"Traveling through hyperspace ain't like dusting crops, farm boy."
Email marketing to a list of thousands of prospects is a giant leap from a modest list of a few hundred. Keep this in mind when creating new, aggressive email marketing initiatives.
"Great shot kid, that was one in a million."
Any given campaign can prove to be a home run. But consistent, educational campaigns should be the goal for any agency or broker.
"Laugh it up, Fuzz Ball."
It's great to have fun with your marketing initiatives, but many B2B businesses should err on the side of professionalism through educational and relevant content. Explaining the origin of Foosball or the best recipe for New England clam chowder is unlikely to be the best way to engage your audience.
Lessons from Yoda
"Patience you must have, my young Padawan."
Marketing, including email marketing, takes time and patience. Execute, measure, refine … repeat. There is no substitute for an experienced email marketing professional. Don't trust your email marketing to a novice or treat it as a part-time job to be completed by a salesperson, producer or account manager when and if they have time.
"Mmm. Lost a planet, Master Obi-Wan has. How embarrassing."
Though it must be very embarrassing to lose a planet, forgetting to include a working call-to-action link can be embarrassing, too. Double-check all of your links before launching campaigns.
"You must unlearn what you have learned."
Just because something has worked in the past doesn't mean you should continue doing it in the future. Sometimes you need to step back and assess marketing initiatives, even if they've been successful in prior years and for many years.
(Image: AP Photo/Alastair Grant)
Lessons from Luke Skywalker
"It's not impossible. I used to shoot womprats with my T16 back home."
Laser-like focus can be invaluable for marketing campaigns. Defining a target market, determining a buyer persona, creating a prospect scorecard and ensuring that your company has a robust prospect list are all crucial to effective and efficient marketing.
Whether you're targeting womprats or executives, make sure you have the data and methodology in place when embarking on your next campaign.
