During a business trip down under, I took my last day to
trek to the edge of the Outback in the Northern Territory of Australia, an
amazing experience. I took my
observations, and thought I would apply them to some primary rules in social
media and marketing:
1.
Don’t just jump in without reading the signs. Northern Australia is beautiful, but can be
deadly for those who don’t pay attention to posted signs. Take for instance, the beaches, infested
during the summer months with the Irukandji (Box jellyfish or Sea Wasp). This match tip sized creature packs a wallop,
and will put you in the hospital in no time flat, and if they don’t get you,
the saltwater crocs will.
Marketing Message: Do your homework before any initiative. Don’t jump in blindly. A little research can make all the
difference.
2.
Adapt to survive. The rules of Darwin are in full effect in south
of Darwin, Australia. Only adaptive
species have survived. My favorite
example is a species of termite that builds tall habitats called mounds that have
vanes. The vanes provide cooling for the
mounds and keep the temperature close to constant.
Marketing
Message: Many businesses have not
adapted their marketing plans to the Internet Age, and their profits have
suffered. Be aware of new technologies,
and adapt your programs to leverage their advantages.
3.
To navigate vast territory, you need local,
specialized knowledge. Just
about the whole center third of Australia is a vast desert, with brutal
conditions and sparse resources, but there are Oases of beauty and thriving
life located within. You just need to
know where they are, and how to identify them from afar, and the locals have
all the knowledge.
Marketing Message: The Internet
is broad and vast, and with so many Social Media outlets, it takes some serious
expertise to create a focused effective marketing program. Seek expert help, as no one can do it all.
4.
The road less traveled can reap rewards. After driving for the better part of a day,
one of my business partners and I looked at the map, and found a “gravel” road
that was 42km, a connector that would cut an hour off our time back to
Darwin. We took the plunge, and did not
realize “gravel” is Australian for red dirt.
After several airborne incidents over ruts, and almost drifting off the
road, we finally made it back.
Note: Red dashes = unfinished, red dirt
roads
Marketing
Message: Finding new paths and taking
calculated risks can reap great rewards.
Be bold, be different and try new things.