I know, it’s an astoundingly specific subset of movies from which to draw an analogy, right? But, let me explain. Baseball is nothing if not a game of strategy; adjusting lineups, positions and pitchers to accommodate specific situations.
Costner’s baseball movies tend to focus on the everyday aspects of the game. The day-to-day part of it. So for this post, I want to talk about that part of digital marketing — the day in, day out work that makes a plan successful.
Field of Dreams
Yes, he will come. But only when you put in an insane amount of work into the part of that sentence occupied by the comma. So what did Costner have to do for the 90 minutes of movie between building it and when “He comes”? He made a cross-country trip, gave a disgraced ballplayer a second chance, kidnapped James Earl Jones, and fulfilled the life-long dream of a small town doctor. He had to put in all that work to reach his goal. (If you don’t start ugly crying at the 1:50 mark, you might be a robot.)
My point is that just building it won’t get you very far. Whatever “IT” is doesn’t matter. A website, an app, an AdWords campaign. They all take nurturing, thought, planning and work. We can’t just turn a product loose and hope for the best. We have to work, we have to earn success.
Listen carefully to what the pitcher says. “I’m cruising.” He’s in a groove and doing great, so why should he change that now? The thing you have to know about baseball is that hitters catch on pretty quick. They recognize patterns.
The same goes for advertising. When we start doing the same thing over and over again, people take notice and then stop noticing. We need to be one step ahead of our audience. We should hit the bull once in a while. Don’t let your audience get comfortable.
Look at the current campaign from GE. They had a gorgeous, Emmy nominated spot, “Childlike Imagination.” They followed that up with the similar “The Boy Who Beeps.” Both spots were all about childlike wonder and making the world better with your ideas and talents. Then came Jeff “Crazy Eyes” Goldblum.
A complete curve ball (See what I did there? I’m not sorry). The messaging is still very much on point. An innovative idea that became an innovative product. But they hit the bull with this one. They hit it hard, and it works.
Knock It Out of the Park
What I’m trying to get at here is this: there is no easy path to successful online marketing. It takes a lot of hard work. But with nearly 40 percent of the world’s population spending time on the Internet*, and the average smartphone user picking up their device almost 150 times per day**, can you really afford to shortchange the digital side of your marketing campaign? Build it. Do the work. They will come.
As KCG’s interactive director, Justin Mosher is responsible for anything with a pixel, from building websites to creating digital publications, and from crafting social media strategies to providing consulting services. With 10 years in the digital space, you’ll always find this self-admitted techie exploring the latest and greatest to find opportunities for our clients. After a long day behind computer screens, Justin looks forward to unplugging with a hearty beef stew and time with his wife and two girls.