Before boarding their flight, 250 WestJest Christmas Miracle passengers were encourage to tell Santa their Christmas wishes. While the plane was in the air, WestJet employees purchased and wrapped the gifts, fulfilling some pretty big ticket items. Once the flight landed, the surprised travelers watched as their packages were delivered on the baggage carousel. They never expected that their wishes would be granted. Some requests were extravagant (a diamond ring) and others were simply dull (underwear and socks). But every one was delighted, touched, and left with a huge smile on their face.
In a few short days, the first seasonal airing of It’s A Wonderful Life will take place, marking the start of the Christmas holiday. It’s a family favorite. Poor George Bailey longs for a world without him in it because he can’t see his life the way others see it. Thankfully, he has a guardian angel to show him exactly who he really is, and comes to his senses just in time to hear the bells ring.
The movie is a favorite because we may secretly long to know what others think of us when we were not in the room. Our persona can be hard to measure in real life. Fortunately, it’s much easier to discover “who you are” online. That question just isn’t asked very often. We rarely contemplate the end goal before storming out the gate with an army of people to put digital fingerprints on any and all of the available platforms.
When Twitter prepared their IPO in 2013, the buzz got loud enough that perfectly rational people may think they need to add Twitter to their campaigns — just because everybody is doing it. But before you jump into this platform . . . there’s something you should know.
Come close so we can whisper it in your ear: Twitter can be a very scary place. (Cue spooky organ music and a howling wolf.)
It started innocently enough. My favorite gourmet kitchen supply store sent me an email with a very effective subject line —“Happy First Anniversary!” Aww, how swee — wait a minute. They missed my first anniversary by a dozen years or so. Oops!
About four hours later, I got another email from the same retailer. Gutsy, right? Nope, it was perfect. The subject line read, “What? You mean it isn’t your anniversary?” With a quick turn of the phrase, they had righted all that had gone wrong earlier in the day. And it worked beautifully — I’m empathetic, entertained, engaged, and ready to spend some money in their store.
Does that sound familiar? If so, you’re not alone. Seriously. It may be the most common phone call we get from clients after a successful web launch.
It starts out innocently enough. You need a web site, and you find a creative partner to develop the new site. Perhaps the site even includes online tools that will allow you to update the site without a ton of technical-know-how. In just a few months there’s a shiny new web site to show off to current customers and potential clients.
That’s when it all starts to go downhill. Work gets in the way, as it should. You’re not sure what content should be included. A few weeks pass from the online training session and you forget how to log in to make changes. Updates get further and further behind. The next time you think about updating the web site, it has become an unruly monster with so many “to dos”, you don’t have the time to do half of what needs to be done. In defeat, you turn off the light and walk away.
Marketer is the award-winning, bimonthly member journal of the Society for Marketing Professional Services, reporting on current business development and marketing practices, issues, and trends within the A/E/C field. Elke Giba shared her thoughts as a “My Turn” contributor in the April 2013 issue.
A few years ago, our internal marketing team marched into a mahogany-lined boardroom to report the results of our recent marketing efforts to several C-level executives. The numbers were dazzling, depicted in complementary colored graphs and charts, documenting all the activities over which we had labored in previous weeks. But just a few minutes into the presentation, watching the blank faces of the executive team, we realized with a gut-dropping panic that we had missed the point. We had measured results that had little consequence to their sales-oriented objectives, which should have been the focus of our presentation in the first place. My fears were confirmed when the CEO asked, “So what?”