This is a very quick read with a very good lesson for gov’t agencies—telling a story about how you serve citizens (and vice versa) is far more powerful than trying to get a cheap laugh or gawk:
(from Seth Godin’s Blog)
The Super Bowl hype is blissfully long gone, and lazy media outlets can no longer reprint press releases and dissect multi-million dollar wastes of time and money.
The lesson of these ads is simple. Putting on a show is expensive, time-consuming and quite fun. And it rarely works.
The Gatorade commercial, or the guy clipping his toenails or someone throwing a rock through a vending machine… it’s all show biz, it’s not marketing.
Marketing is telling a story that sticks, that spreads and that changes the way people act. The story you tell is far more important than the way you tell it. Don’t worry so much about being cool, and worry a lot more about resonating your story with my worldview. If you don’t have a story, then a great show isn’t going to help much.
(And yes, every successful organization has a story, even if they’ve never considered running an ad, during the Super Bowl or anywhere else.)
Seth’s post is also a reminder that one age-old media mantra is still true, regardless of technology or pop-culture trends: Content is king. Info and resources that are compelling, useful, and usable will always matter, and the government is loaded with that kind of content. Humor, strangeness, the gross-out factor, etc., can be great hooks to get people’s attention, but they’re rarely a strategy on their own, and they’re often just fluff.
Chances are, your agency can do more than simply entertain to stand out; it has stories to tell.
I want to get better at helping my agency tell its stories. How have you been doing it?