Let The Sweepers Shine?
I am always quite stunned when I see the sweepers prevail. What is a sweeper? A sweeper is a person or company that so tightly controls the message they are trying to send, that it does not expand beyond a specific intended audience. A sweeper is afraid that the message will be misconstrued or reach the wrong audience. Imagine if Gatorade was never used outside of the University of Florida. Where would we be in the sports drink category? There is a high probability that some other company would be the nation’s most recognized sports drink. Imagine if Red Bull was not mixed with vodka – another opportunity lost.
When you become a sweeper, you lose the opportunity to expand. You lose the ability to respond, the ability to react and the ability to grow.
What do you have in your Confetti Project that is waiting to be spread? Put your broom away, throw away the dustpan, and forget about sweeping, you will be pleased with the results.
POWER ON–Mark
Tags: Attention Grabbers, confetti project, Customer Value, Dynamic Marketing, Gatorade, Power Tips, Red Bull, Unconventional Marketing, Under-utilized Resources
