- Mon, January 26 2009
- Filed under: Marketing essentials
I’ve been reading all about the Inaugural events and balls in recent days - like much of you - and I am both absorbed and appalled by the attention paid to the wonderful Michelle Obama’s wardrobe. Absorbed, because I have to confess I do follow fashion and can’t help but be interested in it. Appalled, because she’s so much more important than her garments - and because it’s utter fluff at a time when our country is in such a state. But that doesn’t matter - what she wears will always be news. It’s just the way it is. Which got me thinking: If everyone (especially the media) was so obsessed with her white gown at the balls, maybe she should have eschewed the beading and instead decorated the dress with sequined slogans that advance the administration’s agenda. Imagine the PR impressions from the photos alone…
My point is, if everyone is looking one way, telling them to look elsewhere is fruitless. You can’t control the media - or anyone’s brain. If you’re smart, you’ll insert your message where people are already focused.
This is especially important if you have a small marketing budget. You need to concentrate your resources where folks are likely paying attention. In nonprofit marketing, it’s key to tie your message to what’s relevant now.
It’s much easier to catch someone’s eye if they are already looking your direction. Don’t be the weirdo wildly waving your hands out of their line of sight.