Atomic Penny

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

How tightly do you control your marketing message? Are you what I like to call a ”sweeper” who constantly makes sure the message is tight and controlled? If so…WHY?! The purpose of a message is to spread either virally or organically. If you are concerned about your efforts going in the wrong direction, maybe you have the wrong message.

This came up recently during the run to the Super Bowl by the New Orleans Saints. The NFL was so concerned that the phrase “Who Dat” was being used without license that they threatened to sue anyone profiting from the phrase. What a good way to taint a feel good story.

Instead, become a spreader. Allow your message to be shared far and wide. Be like Red Bull who gives away free samples across the world. Use your name and message to promote your product. While you can’t control the entire message, it is better than bottling it up.

Spreading is also easier. Get your product or service in the hands of new customers, without disenfranchising current customers. Remember, as long as you treat your current customers well, they should be loyal. The issue is that current, satisfied customers have already told their friends and family about you. Allow your word to spread beyond those with direct awareness, like a virus.

What message do you want your potential customers to see?

POWER ON–Mark