(It’s St. Mary’s Feast week in my hometown of Cranston, RI, and I couldn’t be more excited. Festival rides, stuffed animal prizes, multiple sausage and peppers vendors to choose from, and a whole bunch of family and friend time. That’s “Uncle Jerry”, the unofficial host of the Feast.)
What’s the purpose? I rarely find myself in opposition with pretty much anything Mitch Joel writes, but a recent referral of his has me questioning a couple things. This post by James Altucher (full disclosure – this is the first I’ve ever read of him) sounds inspirational on the first pass, but had me a little ticked off after further contemplation. This could easily be my (mis)interpretation, but I don’t feel as confident as he does in the thought that nobody has a purpose in life to do X job. There’s a shit ton of info out there on working smarter, living happier, consciously managing your life to “work” the least amount of hours in a day, week, month (Architecting A Life is one of the most written about topics on Medium). While I am absolutely a big proponent of hacking your daily routine to make for more room to enjoy your life, what if “working” is what you enjoy the most? Hell, when I have an inspiring meeting with a new client or read new takes on industry trends or start frameworking a new business idea, I’m at the top of my game. There’s a fire inside me that rarely roars so loud by going out for drinks with friends or taking a camping trip. Is that so wrong? Am I just wired differently, one of the lucky few whose work isn’t even work, but my passion and reason-for-being? That’s my argument to Altucher’s post. He’s right, nobody’s purpose in life is to start an ad agency, but that person’s driving force may be to create, to build, to make a lasting impression on others, a legacy on the world. Would he make the point that a painter’s purpose is not to paint or a singer’s purpose is not to belt out tunes? What if they did it for money, does that change anything?
A YOUtilitarian approach to marketing. Jay Baer wrote this blog post, which eventually turned into this best-selling book. An earth-shattering concept, it is not. A crucial and fundamental element of a sustainable marketing effort? For sure. He’s got several quality examples in his blog post, but I’d like to add a few more recent ones. The act of being useful to a potential customer doesn’t necessarily require painstaking strategy meetings and campaign plans. Whether it’s Uber introducing fare-splitting into its app or Target offering late-night bus rides and shipping events for college freshmen, just make lives easier based on your shared interests and passions and you’ll be on your way.
Do you daypart? Are you familiar with the concept of dayparting, where you alter messaging and plans based on the specific time of day it is? It’s been around forever – think restaurants changing their menus from breakfast to lunch at Noon. The ultimate goal of marketing is to match your message with a prospective customer’s need at the best possible moment. Here’s some research on the type of media consumed throughout the day for the average person. As you can see, the 9-10pm hour is the peak for pretty much all activity, and there are some significant jumps and drops in the mornings and late nights. It’s also important to look at what devices are being used and how. This chart highlights the difference between mobile phone and PC usage throughout the day. No surprise that early mornings and late evenings are owned by phones, while mid-day and early afternoon are led by PCs.