How Fast Am I Going?

Heading out on Monday I realized I had not changed the clock in my car. At a stop sign I quickly set the clock one hour ahead. Of course it was not that intuitive so I pressed all sorts of buttons to get it right. After entering the highway I went to set my cruise control. One Hundred Ten, I was going 110, how did I get going so fast. I slowed down only to find cars passing me like I was standing still. At last I figured out the problem. My digital dashboard was showing KPH not MPH. I tried to just follow the speed of the rest of the cars but it was unsettling to say the least not really knowing how fastI was going. The problem was using  the wrong standard. A standard is a way to measure what is usual and normal. In marketing we need to follow a standard to make sure our message is being understood. You have probably heard the various stories about language problems like the Chevy Nova. Name works great in English speaking countries but in Spanish it was interperated as "Won't Go". In souther California, largely Hispanic culture, a restaurant named Chi Chi's had a hard time. Their motto "The Incredible Eatable Chi Chi's" and "You get a special Chi Chi's delight in everything your order" was a little offensive to a community who used the slang Chichis to describe breasts. Are you seeing the problem? A good marketer understands culture and community and uses standards in creative ways. They will also seek to make sure your message is not lost. Do you remember one of the top SuperBowl ads back in 2000. It was Cat Herders. But who was it advertising? Can't remember try clicking here. The point is creating a ad which doesn't help people know your brand doesn't work. Again follow the standard of stating who you are at the beginning, middle, end and other opportunities throughout the ad. Trying to be cute without saying who you are does not build business. The final standard is you. Do you live your brand? Should there be any question about what you do? If there is see what you can do to change that. While doing the Marketing for a local Costa Vida All my clothes said Costa Vida, my car said Costa Vida, the screen of my computer and phone said Costa Vida and I said Costa Vida. There was no doubt who I was marketing. To this day people still associate me with Costa Vida. Let me tell you a little bit about the affect of this standard. My locals list for the restaurant was as big as the rest of the Costa Vida Restaurants put together. The twitter account was twice the size. I was invited to give a speech on social marketing the local restaurant 30 miles away from corporate headquarters. Major League Eating had the World Burrito Eating Championships at the local Costa Vida 2500 miles away from corporate. This is just the tip of the power of doing some marketing with a standard.

Fred Abaroa
The Marketing Imagineer
Fred [@] TMIFred.com

Twitter:
@FredXpress
@TMIFred

Blogs: 
www.TheMarketingImagineer.com
Podcasts: 
WordOnTheTweet.net 
MakingMountainsOutOfMoleHills.com