I love this scene from the American football film Any Given Sunday, in which Al Pacino‘s character – a wily veteran coach – revs up his team at half-time.
Throughout the speech, Pacino’s Tony D’Amato constantly refers to the need for his players to grind out the game “inch-by-inch”.
It’s a “game of inches” he explains.
“We can climb out of hell, one inch at a time.”
And this: “The inches we need are everywhere around us”.
Marketing communications today is a bit like that with the multitude of channels and potential two-way interactive ‘micro moments’ confronting brands on any given day (see what I did there?).
Sure, go searching for instant success. Try and score a metaphorical ‘touchdown’ with every marketing play.
Or, you can be smart about it and build a rock-solid ‘marketing communications base’ through the strategic use of content-led social PR.
Focus on progressing ‘inch by inch’.
Tweet by tweet.
Email newsletter by email newsletter.
Social interaction by social interaction.
Blog post by blog post.
Podcast episode by podcast episode.
YouTube video by YouTube video.
Guest article by guest article.
Media interview by media interview.
Speaking engagement by speaking engagement.
Case study by case study.
SlideShare presentation by SlideShare presentation.
LinkedIn update comment by LinkedIn update comment.
Build your base. Cleverly. Passionately. On purpose.
Then, when the opportunity arises – break away and make the touchdown!
Put that big marketing idea into action!
Pitch that big research-based story to the TV news!
Run that big event!
Create that kick-arse media property!
I think you’ll greatly improve your chances of success if you’ve already put in the foundational ‘inches’.
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