Marshawn Lynch's Brilliant Media Strategy

People in Seattle love Marshawn Lynch.  We could take or leave the NFL (and their referees but that is another story).  Just go ahead and fine him for not talking to the media -- we will just love him more!  By next year this whole episode is going to be taught as a case study in how a highly public organization like the NFL should NOT manage a conflict.

Based on his recent performance, and the heightened media attention he is getting as a result of his media strategy, all kinds of companies should be lining up to get him on their team.

Here are my five best ideas for sponsors that should hire Marshawn as their spokesman:

NFL Players Association: Might as well start with something edgy!  I am not a big fan of unions, but this is just too much to pass up.  What if every time Marshawn spoke he spoke about player safety?

Polaris Project: On a more serious note, this organization was established 10 years ago to help fight human trafficking.  What could be more important to talk about?

Scholarship Junkies: OK, not so obvious, and not so heavy... how about an organization that helps kids from all parts of the community get more scholarships -- so they can go to college and not wind up with piles of debt.

Toastmasters: This one could be so much fun.  Marshawn could speak for everyone who has a fear public speaking.  According to a recent Gallup poll, public speaking is the second most prevalent fear by Americans (snakes is the first).   Interestingly, whites fear public speaking more than non-whites.  

Dale Carnegie: This one is also so obvious that it scarcely needs an explanation. But ever since the book "How to Win Friends and Influence People" was published by Dale Carnegie in 1936, people have been learning how to lead others by remembering their names, appreciating them for who they are, and being courteous.  There is not a single mention of $100,000 fines as a way to change behavior!

So keep up the good work Marshawn.  We don't care how many times the NFL tries to change your behavior, and when you do decide to speak, make sure it is for something worthwhile.

Meaningful Marketing: 3 Must Haves

To some people the words "meaningful" and "marketing" just should not be found together.  I prefer to think of this as an opportunity instead of an oxymoron.  Rarely does a day go by without hearing someone discard ideas, thoughts, or proposals as worthless with a dismissive comment like "oh, that's just marketing".

Despite this flood of popular sentiment against the value of marketing, it is possible for marketing departments to do something meaningful.  Take Google Fiber for example.  Google and its fiber network in Kansas City is bringing super high speed internet connections to an entire community will have some engineering value, but really it is brilliant marketing.  Meaningful Marketing in fact.

Here is where I set the bar on achieving meaning in marketing:

New Revenue:  No way around it, Marketing must create new revenue.  This is the same measure everyone else uses, so I thought I would put it first.  Don't roll your eyes yet, the next two do propose less traditional measures of meaning.  And after this item I am not going to include "building the brand", "supporting the key messaging" or any other marketing mumbo jumbo.  In the case of Google Fiber, the 25% of the population in the Kansas City community that do not now use the Internet -- will clearly be a new revenue opportunity for Google.

Bi-Directional:  Just like the Cluetrain Manifesto said over a decade ago.  Marketing should be a conversation.  A full page advertisement is a megaphone blasting away at customers - not bi-directional at all.  The Google Fiber idea is bi-directional because Google will see what the customers decide to do with their connection.  Even if they do nothing, that in itself is a communication to Google.  Some people will say that a company like Google is not good at meaningful marketing because they have no phone number on their web site and no call center to call.  I disagree.  Google watches every communication customers send -- as they use Google's search engine -- and make daily improvements to the algorithm in response.

Intrinsic Value:  Finally, and very few people do this today, marketing should have some intrinsic value of its own - and that is value to the customer.  Marketers often think that even if their campaign does not drive revenue, it does support the brand, or generates goodwill.  This is not of value to the customer.  Google Fiber does have intrinsic value because a free fiber connection to the internet does benefit those that are connected.   

I am on the hunt for other examples of Meaningful Marketing initiatives.  Feel free to send them my way.