7 Brands Doing Marketing Right During COVID-19

The Tribe on August 14, 2020

As marketers, we’re well aware of the need for advertising– for big brands, ads can be one of the best ways to communicate a company’s message on a wide scale. Of course, running advertisements can be tricky during major global events like the COVID-19 crisis. Customers are scared, and most don’t appreciate being blatantly sold to during a time of social and financial uncertainty. The majority of the brands we’ve seen handle this unprecedented moment with grace and ease have almost entirely taken themselves out of the equation, choosing to use their advertisements as a way to publicize the company’s stance and steps they’re taking to provide aid and support to people in need. Here are some of the best COVID-19 ads we’ve seen:

Apple:

pple’s Creativity Goes On ad features celebrities like John Krasinski and Oprah alongside heartwarming footage and images of real people going about their creative endeavors while remaining at home. The ad strikes an encouraging and positive tone while still feeling genuine

 

Dove:

Dove’s Courage is Beautiful ad showcases the names and images of real frontline healthcare workers, highlighting their strength and courage in the face of adversity. The ad is striking and attention-grabbing, and closes with a note stating that Dove is donating to the organization Direct Relief to support the very healthcare workers the advertisement highlights.

 

Uber

Uber’s Thank You for Not Riding ad is unique in that it encourages people to stop using their service. Featuring footage of people remaining home and empty streets, this ad remains touching and genuine while still serving as a reminder to stay home and follow social distancing rules.

 

Burger King

Burger King’s Stay Home of the Whopper is the only ad on this list that is still promoting a product. However, the video has been received favorably online because it stays true to the brand’s goofy nature while simultaneously sharing a reminder to stay home and promoting Burger King’s decision to donate Whoppers to nurses across the country.

Boston Globe

This advertisement, entitled Boston is Still Running, serves as a love letter to the city of Boston, featuring arresting photos and videos taken by Globe staff of the empty city. Narrated by hometown hero John Krasinski, the ad emphasizes the city’s patriotic spirit by urging them to do the right thing for their country and follow safety guidelines.

Google

Google’s When There’s Help, There’s Hope video utilizes their standard ad format of layering Google searches over photographs and videos of real people. The video is uplifting and hopeful, and has a genuine feel that resonates with viewers. The company also put out a series of additional videos thanking parents, healthcare workers, and teachers, each ending with a description of actions Google is taking to support those groups.

 

Postmates

Postmates’ Order Local video features a variety of celebrities listing their favorite restaurants in Los Angeles and urging viewers to join them in supporting local restaurants during a time of financial difficulty, allowing Postmates to uplift an industry without which it could not operate.

While all of these ads are, of course, unique to the brand that created them, they do have a few common threads: 1) using celebrities as a way to connect with the general public even more, 2) sharing an uplifting or supportive message, and 3) avoiding a direct sales pitch for their products. Ultimately, a strong brand knows how to deliver messaging that uplifts and comforts its consumers, and understands that intent and timing is everything.

Looking for a team of digital marketing experts to help you create a great campaign of your own? Let’s get in touch!

The Benefits of Showcasing Company Culture in Your Content

The Tribe on October 22, 2018

Company Culture. It’s an integral part of business, and a popular term amongst millennials. But what is it exactly? Often referred to as the shared values, standards and practices that characterize an organization, it is the intangible element that determines how employees act in their workspace.

Whether strategically implemented or not, it’s there, so why not use it to your advantage and showcase it in your content? There are a variety of different ways this can be achieved – popular examples include pictures or videos of employees on their birthdays, dogs in the office and fun interior features such as ping pong tables and wall art. Allowing consumers to see who and where they’re buying from is becoming increasingly more important in order to build trust. So, if you’re not already showing the world what goes on behind closed doors, here’s why you should:

Makes Your Brand More Personable

Using content to showcase your company culture shows the human element of your brand. By putting faces to a name, telling stories and giving buyers a glimpse inside the working environment, it allows customers and prospects to build trust and develop an emotional connection, which ultimately helps nurture leads and increase sales. Remember, “people buy from people!”

Attracts Talent

Money doesn’t buy happiness, and millennials know this best. On average, they would be willing to give up $7,600 in salary every year for a job that provides a better company culture for them.

By creating content that shows appreciation for employees and gives insight to how the business runs, it can help position the company as a desirable place to work, and thus, attract the best talent. This content can be further utilized in the recruitment process, too – add it to the careers page on your website!

Creates Competitive Advantage

Company culture builds brand identity. It’s what differentiates you from your competitors, and the best thing about it is that it cannot be duplicated quite like a product, service or price point can. Your culture is unique to you.

Think about the Instagram pages of two different agencies. They both provide useful content – infographics, examples of their work, and inspiring quotes. However, one of them also shows behind the scenes footage and shares inspiring stories about its employees. You’re going to want to work with the agency that showcases its culture because it positions itself to be more human and approachable. It isn’t always about the end result, it’s about the journey you take to get there and the relationships you built along the way.

Company culture matters. It sustains employee enthusiasm, promotes innovation and ultimately it increases your bottom line by giving people a reason to want to work with you. So, if you haven’t already incorporated it into your content strategy, now is the time. And if you don’t have a content strategy – we can help! Contact us today.

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Social Media and Public Awareness Campaigns

The Tribe on April 26, 2018

Not too long ago, we put a social media proposal together for a regional organization looking to push awareness about a prominent public health issue.

Traditional marketing (e.g. – billboards, commercials, PR and print) has historically been the route to take for these sort of “public awareness” pushes, but as social media’s reach and targeting capabilities have grown, awareness campaigns are gaining more and more play on social media as a legitimate marketing vehicle.

In this blog, I breakdown my favorite Key Performance Indicators (KPIs) for public awareness campaigns on Facebook and explain why they’re such great measures of success.

KPI #1: Estimated Ad Recall Lift (People) Total / Cost Per Estimated Ad Recall Lift

What Is It? Estimated Ad Recall Lift projects how many of an ad’s “served” individuals Facebook estimates would remember seeing your ad if they were asked 2 days later.

Estimated ad recall is calculated based on sample size polling conducted by Facebook, in which Facebook asks a sample of users if they recalled seeing your ad in the past two days (individuals must have been served your ad prior to the fact). Machine Learning then projects what these results would be if allserved users were polled.

A great method to measure what constitutes “good” and “bad” estimated ad recall is cost per estimated ad recall lift – essentially how much it costs to achieve a single ad recall (the lower the better).

Why for Public Awareness Campaigns? Since overall awareness of a public health issue (and its impact on others) is so important, Estimated Ad Recall Lift is a great measurement of how many people are actually “digesting” your ad (research shows how memorable an ad is correlates to the completion of lower funnel consumer actions (like message association and purchase intent).

KPI #2: Unique Individuals Reached / Cost Per 1,000 People Reached

What Is It? Unique individuals reached measures how many unique users were served your ad.

Like the aforementioned Cost Per Estimated Ad Recall Lift metric, Cost Per 1,000 People Reached is a great way to measure whether ads are achieving their full potential (e.g. – an ad with a $0.01 cent per 1,000 people reached clip will reach 10-times more people than an ad with a $0.10 cents per 1,000 people reached clip (funds spent toward each being equal).

Why for Public Awareness Campaigns? Since spreading awareness across a target group is so critically important for these, the number of unique individuals reached serves as a true barometer as to whether your ads are truly reaching your target audience or not.

KPI #3: Impressions and Frequency

What Is It?:Impressions are the number of non-unique instances an ad was seen, while frequency is the average number of instances each “served” individual viewed an ad (“served” means Facebook “showed” the ad to the individual).

Why for Public Awareness Campaigns?:For public awareness campaigns, the more ads are seen, the better, while frequency allows marketers to measure how many times the target audience is being hit – the greater the frequency, the more likely they’re to remember and “consume” your ad.

KPI #4: Shares

What It Is?: The number of instances individuals decided to share your content with their personal follower base.

Why for Public Awareness Campaigns?:Straight up, shares are a barometer of how good your content is (when people think your ad is worthy enough to share with their followers, then you know your content is good).

KPI #5: Video Watches at 75%

What It Is?: The number of instances your video was viewed 75% the way through.

Why for Public Awareness Campaigns?:Research has shown video to be the most engaging piece of content in digital (if people are viewing your ad 75% the way through, it’s a sign that your video is engaging and pleasing to watch).

KPI #6: Link Clicks

What It Is?:The number of instances an individual decided to tap (or click) an ad’s link to learn more.

Why for Public Awareness Campaigns?:Attracting users to visit a public awareness campaign’s website is essential in most cases. Once users are at your website, they can then learn more about the issue at hand, its impact, and how they can take action to help.

KPI #7: Customized Conversions

What It Is?: Conversions measure how many instances a certain action was completed after a user opened your ad’s link (conversions can be customized to whatever action you want – whether that’s clicking on another part of your site, submitting a form, hitting “Call Now,” etc).

Why for Public Awareness Campaigns?:Conversions track whether the ultimate end goal of your campaign is actually being achieved (are users exploring your campaign’s site to learn more and taking the correct actions to make a difference?)

I hope this piece helps in your social media marketing journey! Whether your campaigns are public awareness focused or not, these KPI’s are tried and true reliable indicators of success, no matter what your end objective is.

Contact the digital marketing experts at Tribu to maximize the exposure of your public awareness campaign.

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Best Digital Campaigns of 2017 (So Far)

The Tribe on February 20, 2017

2017 is off to a rollicking start in the world of digital marketing. Between the Superbowl, Valentine’s Day and the Grammy’s, the year is already rife with excellent advertising in the digital sphere. I’ve rounded up some of our favorite, most effective ads. The biggest theme so far? Nobody wants their ads to talk politics – at least, not directly. Audiences are looking to be inspired and simply entertained in 2017.

1. The Hunger Project Valentine’s Day Auction

Delving into the world of eCommerce, The Hunger Project used Valentine’s Day to highlight its charitable vision in a way that lets donors feel good while they celebrate their loved one. This Australian organization booked several Valentine’s Day tables in advance (Dwight Schrute, anyone?) and auctioned them off to provide meals for the hungry while offering up enviable restaurant reservations.

This ad does a great job of inspiring giving without the guilt. The ad’s visuals subtly contrast the food and amenities of a restaurant with the lives of those in need, without being overbearing. A Table to End Hunger manages to communicate the huge need of hungry people internationally while providing a solution beyond a simple donation.

2. CURE Auto Insurance – Don’t Follow Too Close

In the world of social media marketing, we’re always working to connect with consumers in way that’s not overly intrusive… this Superbowl ad captures that perfectly.

We’ve all been on either end of this interaction. The truth is that social media has changed the way we know each other, and CURE captures the timely humor in this by relating to a common experience. Their clever tagline, “Don’t follow too close,” connects the humor to their service in an organic, memorable way. In digital replay, this ad outperformed more politically sensitive Superbowl spots from companies like Budweiser and Lumber 84.

3. Spotify – Real Playlist Names

Continuing to bring user data into their advertising, Spotify’s latest out-of-home and digital campaign centers around bizarre playlist names found on the site. For their video campaign on YouTube, the artists themselves explore strange playlists where their music appears.

The direct connection to users makes them feel valuable and heard by the music streaming conglomerate. Spotify makes fun of users in a friendly, gentle enough way to make them feel included by the company, and others can relate to the strangely specific, hilarious titles.

4. Nike TV Spot “Equality”

Featured by AdWeek as one of the most digitally engaging ads of February, this spot boasts 2.91% digital SOV (share of voice), 4,328,323 online views and 46,369 social actions. It certainly suggests contemporary issues, but avoids an overtly political stance in favor of an inspiring message.

Using the star power of celebrities like LeBron James and Serena Williams, Nike’s uplifting message suggests progress and work still to be done. It captures the tone of Nike’s “Just Do It” mantra and forges just enough of a connection between current events to seem timely and relevant without alienating any viewers.

5. Introducing Tinder VR

This video from Tinder highlights their prank exhibit at the International Consumer Electronic Show in Las Vegas, where they “remove the V from VR.”

In a self-aware move that could be commentary for the digital industry overall, Tinder emphasizes that the best digital experience is one that eventually moves you into the real world – as a consumer, as a person looking for love, and as a human being. At Tribu, we think great digital inspires real-world response and acknowledges the human in everyone. We love seeing digital campaigns that acknowledge the same!

Could your business’ advertising be the next best digital campaign of 2017? We think so! Talk to the Tribe.

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E-Commerce Marketing: Nifty Digital Marketing Tricks to Boost Your E-Commerce Sales

Sara Helmy on July 16, 2015

E-commerce marketing is one of those things that, simply put, has its quirks. To call E-commerce marketing “digital marketing” isn’t entirely accurate– it’s not just digital marketing, it’s different. It’s special. It’s deeper. (And it’s fun).

To me, an e-commerce campaign is one with special meaning – for one, it’s extraordinarily rewarding to see it work (and it’s easy to see it work – just watch the sales come in and the boxes full of product go out).

Some things you do with patience, like SEO, and other things you do with instant cleverness, like social media and e-mail marketing. The beauty of e-commerce marketing is that all the special tactics required for a campaign will eventually intersect and strengthen one another’s results – and then voila! You have sales (eureka!!!).

And then voila times two! Sales are people and any nifty e-commerce marketer knows that people are going to talk – especially in our hyper-social world and especially if you enable them!

So…what does a nifty e-commerce marketer do to generate those mega-awesome sales you crave? Well, we’re glad you asked.

E-mail Automate Like a Chubby Kid Loves Cake

Behavioral based triggers are essential in e-commerce marketing. Sally Jane visited the “gogo gizmo” page three times this week but hasn’t made a purchase? Send her a special 20% off with a special promo code just for her hesitation – come on, you can do it and you have the data that suggests she really wants that “gogo gizmo.”

Is that possible? Why yes. Yes it is. With the right tools and the right strategies behavioral based triggers are super possible. Automation means a powerful e-commerce sells product while you’re sleeping. That’s what we call “love at first sight” in business – nothing satisfies our sweet tooth more.

Don’t Just Post on Social, Strategically Target and Fork Some Ad Bucks Over to Your Most Active Platform (or Two)

Here’s my opinion – Ad dollars on social media are often cheaper and more effective than a traditional AdWords PPC campaign – so start there. You can target by gender, other interests, age, and more. You can A/B test your advertisements to eventually lower your CPM (which we recommend doing to optimize your ROI).

If you strategically leverage your social budget, you’ll enjoy a quick and easy way to get healthy website traffic to your e-commerce. This is great when you’re in the beginning stages of SEO and you need additional traffic to hit your sales goals.

Helpful tip! It’s not very helpful to pay to advertise someone else’s blog – even though you might share it with your audience. Make sure you’re boosting the 20% of your social media content that focuses on selling your product(s).

Just for kicks here’s some awesome news to give you a confidence boost – we once got a CPI on Facebook down to $0.02 with some A/B testing and some clever creative. Talk about economical. We definitely sold product for our client that day. 😉

Shopping Cart Abandonment – You Need It

Get it! Just FYI, shopping cart abandonment is a form of automation – it’s that neat little trick Amazon does when you put something in your cart but don’t actually buy it (ohhh, so that’s how they send you those e-mails that remind you to check out!).

Amazon is, in my opinion, one of the best e-commerce marketers the world has yet to see (and congrats Amazon, on prime day! – so brilliant!), but that doesn’t mean that Shopping Cart Abandonment only belongs to them – you can do it too.

Design Goes a Long Way – Optimize for Conversion

This one is simple, but it needs to be said – would you put your credit card information into a website that looks like it was made by Willy Wonka’s 15-year old 2nd cousin? Probably not. So you can’t expect anyone else to, no matter how epic the product really is.

E-commerce sites must be designed well if your plan is to sell anything. And “well” does not just mean “pretty.” In fact, “well” means that the design of the e-commerce takes the buyer journey into perspective – it guides the potential consumer to a sale in an intuitive and almost flawlessly-swift manner. It provides the right information, all the buttons are in the right place, and the check-out process is easy-peasy.

How is that possible? With data. And with a tribe of talented designers that know how to optimize for conversion, or in this case, sales.

Hey guess what? We’re that tribe! Want to kick-start your e-commerce marketing? 

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Sit-down Sendoff with Blake McGee, Content Strategist at Tribu

The Tribe on November 3, 2014

Andrew Perez (Content Creator) and Blake McGee (Project Manager) sat down for a one-on-one chat on Blake’s last day at Tribu, LLC. In this interview, Blake shares his experiences working at the agency, how he stays inspired as a marketer, and his hopes for the industry moving forward. All of us at Tribu will miss him deeply and wish him continued success in his endeavors. From every member of the tribe, Blake, thank you.

tribu-ceo-sara-helmy-and-content-strategist-blake-mcgee-in-front-of-tribu-lego-sign

So what’s your story, Blake? What paths brought you here?

Blake: I grew up in Boerne, TX. I’m 25 years old. I decided to go to UTSA to study anthropology. After one of my professors invited a USAA marketer to give a lecture, it was then that I decided to move into applied anthropology focusing on marketing. I heard about the internship here at Tribu through a friend, applied and got it. I worked as an intern for about 6 months then was hired on full time as project manager. I’ve been here ever since!

How has your role changed or evolved since you started?

Blake: I’ve been just over a year and a half. When I first started I guess Tribu was more of a traditional advertising agency. I didn’t really know a whole lot about the field. Like I said I came over from anthropology. I knew a lot about writing and studying people and culture and things like that, but the whole industry was kind of new to me so I didn’t really know what to expect. Coming into Tribu, it was so small. There were two people in a tiny office. I kind of liked that intimacy I guess, and that’s kind of why I was drawn to it; it was definitely a unique opportunity.

Looking back on that and where we are today after just a year and a half, I feel like a lot has changed. The industry has changed a lot, at least our focus in the industry has changed. We’ve turned it around, we’re not that traditional advertising agency. We’re not trying to do print or outbound marketing so much. We’ve embraced inbound marketing and as a result Tribu has grown rapidly into a digital agency that strives do things not just different – but right.

tribu-content-strategist-blake-mcgee-taking-a-break-from-work-at-his-desk

So what would say is the most satisfying aspect of your job?

Blake: The most satisfying part of my job is being creative – being able to do the things I love to do in collaboration with other people. I feel like making design – even if it is marketing messages – I feel like making something come to life creatively on the web – I’m really passionate about that. Working on a project our team here at Tribu and seeing it come to life, while driving home results for people – that’s something I really look forward to.

Do you feel like that’s a passion that’s been discovered here at Tribu?

Blake: Ya definitely. I didn’t know any of it existed, that my passion existed before I stepped into that tiny office nearly two years ago.

The least satisfying part of being a marketer in an agency environment?

Blake: For any creative, I guess the bane of their existence is being limited in what they can do. It can be frustrating when you see a lot of potential in projects and you have to slog through approval process after approval process. The most unsatisfying thing is not being able to take ideas from ideation to completion or that they get dramatically changed from their original concept.

How would you describe the culture at Tribu?

Blake: Super laid-back. It’s a fun environment because we invite fun people into our company culture. It’s very entrepreneurial. Everyone is self-motivated. Everybody is here because the want to be here. We’re not forcing anyone to do the 9-5 daily grind. Tribu is very much a place where people want to be.

How do you feel you’ve contributed to our culture?

Blake: I’d like to say I’ve always tried to, when it comes to the designers – when it comes to their projects, I’ve always wanted them to be able to express themselves in the work we produce. The work comes out better when they’re excited about it. So, I feel like I’ve kind of contributed by keeping that attitude and idea in mind. I’ve tried to help others discover their potential, and as a result – discovered mine.

tribu-content-strategist-blake-mcgee-and-graphic-designer-john-speer

How do you stay motivated on a day-today basis?

Blake: I think it comes down to being loyal to the industry and the profession – not specifically Tribu. That’s how I stay motivated because it drives me to search for my potential. I’m always reading articles and changing the way I do things so I can be the best inbound marketer I can be. I think that’s how anyone can stay motivated. Be loyal to your profession.

What was one of your favorite projects or campaigns?

Blake: One of my favorite projects was Pawderosa Ranch. That was my first inbound account and my first website I completely designed from start to finish. I think that was my favorite because of the results we were able to bring in. Pawderosa Ranch was the first project where I saw that inbound marketing strategy really works. I think that’s my favorite because of that.

What was the most valuable resource made available to you?

Blake: I guess Sara (CEO, Tribu) really. She taught me a lot. I don’t know if I believe in natural-born leaders (laughs), but she definitely helped me reach my potential and find my passion.

What is most valuable about Tribu?

Blake: There’s a lot of things I value. I’m trying to take myself out of the picture and think in terms of what Tribu can offer the world. The value that exists is partially made up of the people here, their collaborative effort, and passion for the work they do. There’s an attitude of always wanting projects to succeed, to be the best they can be and to never give up. Tribu has set itself apart from a lot of the advertising agencies in San Antonio. Beyond the passion and creativity we bring to each project, most of all, the work we do has something deeper to it. This is how we help businesses succeed and what’s more valuable than that?

Based on your experience, what do you think it takes to succeed at Tribu?

Blake: You have to be self-motivated. You have to come in with an open mind wanting to learn as much as you can every day. This attitude is important not just here but anywhere.

Give us your vision of marketing in the future.

Blake: I think marketing is becoming more honest. It has to be. Companies are going to become increasingly more transparent. Agencies like Tribu are in a constant battle against spam, noise, and just shitty outbound marketing tactics. In the future, marketing will become much more responsible. Instead of just trying to push sales, messages will change to blend in better and more naturally with people’s everyday lives.

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A Climber’s Guide to Being a Successful Marketer (or vice versa)

The Tribe on January 14, 2014

When I’m not sitting behind a screen writing copy or designing websites, more often than not you’ll find me in a more compromising position – attached to the end of a rope, dangling precariously alongside some nameless wall of granite or limestone.

I’m a crag-rat, a rock-monkey, a granola-hippie – I’m a climber. It’s more than just a sport or hobby to me – it’s a way of life.

Climbing has challenged my fears, exposed my weaknesses, stirred up fiery passions, drained me physically, pushed me mentally, and grown me as an individual far faster than I would have otherwise. Most importantly, climbing consistently offers rewards for dedication and devotion to the art.

You may not climb or ever will, but you and I as marketers have much more in common than you might think. Our paths to success and growth are similar and these three pillars of truth that climbing has taught me are becoming my approach to success as a marketer.

Strength – What’s yours?

A climber’s only enemy is themselves. There are no opponents. The beauty in climbing is that everyone who climbs the same cliff always climbs it differently. Some race up the rock, others take a slow calculated approach; some use dozens of holds while other use far fewer. The goal of getting to the top never changes. There is not a single way that is “best”. The way that most effectively plays to the strengths of the climber is the best way.

Marketing isn’t just channels, design, metrics, or strategy. Effective marketing is all of those things. As such, you and I have particular roles within the big picture, but a singular goal – to stand alone as proud creators of messages that lead to human movement. So what are you – a designer, copywriter, salesman, project manager, CEO? Recognize your strengths and use them to your advantage. Always be honing them, constantly seeking to improve. Stop comparing yourself to others. Your advantage is in your strength. Your strength is in your advantage.

Endurance – You can do it!

Since everyone is predisposed to have certain strengths, it’s easy to try and rely on them. If you’re tall you can reach holds shorter people can’t, if you’re athletic you can jump and skip holds entirely, and if you’re powerful you can muscle your way up despite poor technique every time. But what happens when your perceived advantage seems to be failing you? This is where endurance comes in. Climbers who focus on building endurance do it because they realize they will come to difficult moments in their climbs that have no immediate solution, that don’t play to their strengths. Endurance allows them to literally “hang on”, providing them the time required to approach the problem with renewed strategy and focus – without taking a break, and most importantly, without falling.

Let’s say you’re a designer or copywriter. Let’s say you’re a GREAT designer or copywriter. Your work receives approval and praise anytime you lift a finger…most of the time. How do you react when those days come when it seems you can’t do anything right, when you have incredible creative block? Do you become increasingly frustrated? Do you start to panic? Does worry relentlessly grow?

Realize that sometimes all you need is time – time to flush out all the inferior ideas, time to do better research, time to analyze and approach your problem or task from a different angle. This doesn’t imply sitting around and waiting for that “AHA!” lightning bolt to strike. This is commitment to actively finding that diamond in the rough, that needle in the haystack. It’s about hanging on without getting hopelessly discouraged, because you know you can. As you continually develop endurance, your movements within the marketing world will naturally become more fluid and focused.

Technique – You must study hard

If strength and endurance are marshmallow and chocolate, then technique is the graham cracker that holds everything together. What separates a good climber from a truly great climber is technique. Technique comes from hours spent practicing small movements. Advanced technique may not be apparent within a single reach of the hand or step of the foot, but spread out over a whole climb, the difference becomes undeniable. Great climbers know that becoming adept won’t happen by aimlessly scrambling up rock every day and pulling their favorite moves. Their greatness comes in identifying weaknesses and coming up with ways to mitigate or master them.

Often I’m reminded of these words by the great Japanese swordsman Miyamoto Musashi:

Know the smallest things and the biggest things, the shallowest things and the deepest things…From one thing, know ten thousand things…You must study hard.

Miyamoto Musashi

This is a mindset that’s easy to forget. To become a great marketer is hard. It requires countless, lonely hours focusing on those aspects that may be weaknesses now but will turn into advantages later. Becoming a great marketer means asking those extra questions, reading a not-so-fun book, studying industry trends, researching cutting-edge technology, writing thousands of words no one will ever read, and designing a dozen more concepts that will forever remain entombed on your hard-drive – why? Because all of those little things, those techniques added up, will one day be the difference between your effectiveness and ineffectiveness, your success and failure.

Be strong, endure, be constantly improving.

So do you want to reach that next level in your own corner of the marketing world? Be strong, endure, be constantly improving. You may never find yourself hanging by a lifeline on the side of a cliff like me, but remember that this life is full of mountains that you’re destined to meet and conquer. Study hard and keeping moving up. I’ll see you at the top!

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