There are many essential ingredients to a properly executed integrated marketing strategy. At the very top of that list is passion. Passion for the cause, passion for the brand, passion for the marketing profession in and of itself.
I recently witnessed an abundance of passion during a TV shoot conducted for STIR’s Greater Good Giveaway promotion. We were taping a custom ad for the Child Injury Prevention Alliance (CIPA), whose mission is to build awareness of child injury, the number one cause of death among children. Everyone involved was donating their time, resources and money, at no cost to the organization.
Here was a group of top, seasoned professionals from many disciplines – all volunteers. They were pulling out all the stops, doing their very best work and collaborating as a team, without regard to profit or the extent of their exertion.
There was absolutely no personal hubris or territorialism on display. This was a minimal crew where everyone had to do work that crossed over to other disciplines, including work that many would consider “beneath” their status.
This was revealing because the singular focus was on the creation of something truly special to service to a higher cause – a television ad to aid in the prevention of the tragedy of childhood injury. I saw genuine joy and pride in everyone’s eyes – something I’ve seen before on shoots of this type – but not in such abundance. The results were nothing short of spectacular.
While this was a unique situation; it did reveal a universal truth. Marketing leadership and marketing teams must buy-in fully and have passion to excel in today’s environment. Why? To me it’s clear. Passion begets interest. Interest begets knowledge. Knowledge begets understanding. And understanding begets engagement. Therefore, the marketing team that is, itself, engaged, is far more capable of creating engagement with its audience.
Add to that passion elements which maximize strategic savvy and creativity and you will become a force to be reckoned with, regardless of the financial resources at your disposal.
Trust, teamwork, unselfishness, finding joy in the task and an eye toward a greater cause were all on display in an effort where no dollars changed hands, but, still exquisite messaging was created.
The goal for CMOs and agency owners should be to create an environment for their teams where some of this same passion can take root. Passion can be encouraged through proper hiring, management, internal positioning, communications and the sharing of common goals. Most importantly, you must lead by example. Passion is contagious.
Put these elements and your own passion in place, and the results will be spectacular.
Posted under Greater Good