Marketing support points
BALANCE AND PIVOTS
Is your marketing campaign built around these four pillars?
Physical exercise and marketing. This is part 4 in my “drawing parallel” series.
Why draw parallels? Does it even make sense? Why do I do it?
WHY NOT?
There is learning all around us. It can be absorbed only when the mind is ready. Ready to take it in, ready to draw parallel and ready to implement in life and business.
This is the fourth in the Quad series, where I am struck by tangential learning. This was a workshop by coach Soundarya Srinivasan called MovNat, natural movement, and the balance. The focus was on doing things slowly, internalizing it. In striking that balance whereby you (seem to be) control the different body parts to act in sync.
Can you walk in a straight line, one foot in front of another? Of course, you can. Now try the same exercise with your eyes closed.
You will see-saw and walk like a drunken monkey 🙂
What does this have to do with marketing?
How do you stay balanced?
The comments from the coach are in bold, immediately followed by my interpretation and commentary.
Coach: Your body weight must be equally distributed over an imaginary line that extends vertically from your center of gravity to the surface of support. For example while standing your Centre of gravity is slightly behind your navel or the position may vary a little based on limb length.
Where is your marketing center of gravity?
You plan a campaign. What is that revolving around? What is the central theme, from which the benefits (to the users of your product or service) emanates? Have you ever thought about it? Most likely not. The focus is more on the action and in the act of looking busy, than focusing on the strategic aspects of why we are running this campaign. Is the marketing integrated around the core? Is there a meaning to what we do? Is it measurable?
Coach: The point of support will vary based on what you are doing. While standing it’s your feet and when sitting its your butt etc. The POS will support body weight by opposing gravity.
Stretching the central core, what are the marketing supports? How do you retain the balance to ensure that the returns are continuous and smooth? If the support points are missing, then the marketing campaign will be wobbly. Example: You launch a campaign but there is no clear call to action, or the communication is ambiguous or the support and follow-up is missing. Operation success, patient dead!!!! This doesn’t help anyone!
Coach: Anytime you move you shift your body weight and redistribute it equally over the line of gravity and if you are carrying a load, you will modify posture and shift body weight to accommodate CCOG*combined center of gravity of your body and load carried*(Squat with a weight or BW squats).
What if the campaign does not work? How do you identify thence core reason and resolve it? In a physical exercise, you notice what is working and what isn’t. This makes it easier to course correct and shift slightly to remain in balance. While cooking, the chef tastes intermittently and adds additional salt or masala to get the right taste.
In business, we need to move to find the right balance and then course correct, all towards reaching the set objective.
Coach: Posture is key to balance. Proper alignment of joints especially the spine to hip can give you an advantage and help with better distribution of body weight. One of the reasons why balance work is especially good for adolescents or teenagers is to help with joint stability and in the case of adults it helps to correct a lot of things that have gone wrong.
ALIGNMENT. Someone sets the objective. Someone else translates it. Another team executes it. There is so much that can give way and mess up the execution. How can every element or participant be made aware of the overall goal, so all of us are working in sync towards achieving the set objective? Alignment, stability, movement, and achievement.
PIVOTS in the true sense. Two pivots were practiced in the Quad session. A quick pivot whereby we turn around quickly when walking in a straight line, as if on a ledge. Then, there was the Cross reverse pivot which was slower but easier to balance.
When something isn’t working, what do you do? Most of us continue to do more of the same all through. And we hope and pray!!!! What we need to do is assess, and take an educated pivot. This can either be sudden or done in a more thought out, deliberate, slow, and measured manner. To each his/her own, but the need to move is paramount.
Passivity in such cases is anathema in my opinion.
Balance, Support points, Alignment, and Pivots. Lessons from The Quad interpreted for marketing.
Pravin Shekar is an outlier marketer, parallel entrepreneur and a raconteur.
mic @ PravinShekar.com .
Pravin is the author of three books: on outlier marketing, Getting paid to speak, and a collection of travel pics/romantic poems!
http://tiny.cc/PravinShekarBooks
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