How to Stand Out, When the Whole World’s Irish.
Posted on Tue, Mar 16, 2010
By Stephen Godbout, Creative Director
It’s that time of year again, when the whole world is garnished in green. In fact, the Department of Arts, Sports and Tourism of Ireland has coordinated a worldwide shamrock-explosion of green to celebrate St. Patrick’s Day. Landmarks known the world over, such as the Empire State Building, the Sydney Opera House and Tokyo Tower are all donned in green this year, along with every Tom, Dick and Harry out there.
So how do you stand out in all this green? It’s the most applicable question to our industry that I can think of, so I asked a lad from Dublin, Ireland how he stands out when the whole world’s green on this special Irish day? I then applied his answers to direct marketing.
“Don’t wear green. Wear red.” Or any other color. Try a different size carrier. Different color teasers. Different size fonts.- “Hit the bar early.” If you’re in direct marketing, you’re in a highly competitive business, and it’s best to heed Ben Franklin’s wisdom: “the early bird gets the worm.” Get YOUR package, campaign, email, or call out there before everyone else does.
- “Avoid that daft ‘unicorn’ song.” Aside from “When Irish Eyes Are Smiling” the most recognized song that Americans associate with St. Patrick’s Day is “The Unicorn.” According to my Irish source, he does not like being associated with unicorns, though the occasional leprechaun is just grand. I guess the correlation here is to think twice before you use a unicorn in your marketing...and to be sure to try new things. Just because everyone else is doing it doesn't mean you have to - or even that it'll work for you.
- “Know how to pour your Guinness.” Nothing identifies an authentic Irish bartender more than a correctly poured pint of Guinness. And yes, there is a correct way to pour Guinness. In the same way, nothing turns a donor off more than an organization that isn't credible. So present your organization factually and add credibility when possible...such as public recognition for your work or positive press from a respected publication.
- “Just because I’m Irish, doesn’t mean you can kiss me.” Don't presume anything about your donors - don't just plant a kiss - test, test, test!
There's a wealth of creativity, genius and donations lurking below the surface. (Need help finding it? We can help!)
What are you doing different from the glut of other organizations donned in green today vying for the same donations?