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The Perfect Day

The Perfect Day

The Facts

In a recent survey of 2,000 Americans, here is what the perfect day looked like to the majority of them:

Wake up at 8:15 a.m. – clear skies with a temperature of 74 degrees – two friends seen – three hours spent socializing – two hours spent eating – four hours of relaxation – four hours spent with family – in bed at 10:50 p.m.

In another poll, researchers found the average American will only have 15 “perfect days” a year − days where participants cannot imagine it “getting any better than it just did.”

Spiker Insights

I can guess that not very many of us have perfect days, dealing with suppliers, partners, idiot drivers, and team members who can’t seem to understand their role within the firm. We are at our office or the job site, not out socializing with our friends and family and having a two-hour meal. But it’s important for each of us to know what is important to us so we can have more perfect days, as that’s usually what we are pitching to our customers and prospects. The perfect day.

Understandably, some days are outside of our control just by the weather in the morning when we get up. A gloomy rainy morning is not likely to make us feel good and ready to take on the world. Unless you live in Seattle.

You Can’t Be Serious!

You Can’t Be Serious!

The Facts

To celebrate the 128th birthday of its founder Colonel Harland Sanders, KFC is giving a college donation to the first baby named Harland born on September 9, Sanders’ birthday. By the way, the name Harland is currently ranked 3,257 on the list of most common baby names for 2017. KFC is hoping to inspire the next generation of Harlands. Talk about a tall task.

Spiker Insights

This is the latest in a series of quirky marketing tactics KFC has embraced around its Colonel Sanders founder and spokesperson that have been resonating with chicken-eating consumers. Sure old-fashioned baby names are coming back into style from the Buffy and Bambi trend, but thinking Harland is the next trendy pick is indeed a stretch. And what a moniker to be stuck with for the rest of your life.

It remains to be seen if anyone actually names their baby Harland, or how the contest will be received. It will no doubt turn up some social media chatter, but will it drive people to KFC outlets to purchase all that finger-lickin’ good chicken and lumpy mash potatoes?

Tickets Are Going Fast

Tickets Are Going Fast

The Facts

We have a local minor league baseball team in town and every one of their ads has the line: “Tickets Are Going Fast.” All it takes is one look at their parking lot and it’s obvious this is a lie. Let alone look at the box score the next day and see the attendance figure. This is shameless exaggeration at its worst, and reminds the consumer how crass marketers can be so they lose credibility and trust in the marketing process.

Spiker Insights

People know that if it looks too good to be true, it probably is. It’s our job as professionals to create content our customers and prospects believe in and relate to − content that makes them think “those guys get me.” There must be some horrible copywriting book for dummies I don’t know about, because the world is full of shameless exaggeration that we must eliminate: “Best-in-class” − “Gold Standard” − “One-of-a-Kind” and the list goes on. These, as well as many others, are cliché, braggy and simply foolish. Would you ever say in a conversation with someone that you think they’re the best-in-class person you have ever met? Doubtful. The point of this post is to show you why those who just sound like marketers don’t get anywhere.

Do You Speak Creativity?

Do You Speak Creativity?

The Facts

I write about this because although there is a lot of talk about technology and data and how marketing is changing. I’ve covered it in this column numerous times just this year alone. But what hasn’t changed is a ritual that happens every day – the pitch. It all comes down to one human being understanding the ideas of another. It may be in person, or via a website or e-mail, maybe a short video or a billboard outside their office window.

Spiker Insights

The most stressful moment in our lives happens daily, the pitch. We’ve all heard that the average sale begins with seven “nos.” So, a lot of us are getting it wrong. This is going to become a larger problem moving forward. Think of how the job landscape will change in the future. Jobs that can be replicated by an algorithm will disappear. Creativity is a vocabulary many more people and companies are going to have to learn to understand, and more importantly, value.

There is always a need for a continual source of new ideas. People get bored fast these days and are always wondering what’s next. So we as marketers are going to have to speak the language so we can create and shape the world we want. If we don’t, the world will be shaped for us and we know how that usually turns out for us.