After spending an embarrassing amount of time binge watching House of Cards this past weekend, I have arrived at the conclusion that there is a lot to learn about marketing from the Underwoods. Really, it’s not a stretch. Look at the powerful image Frank Underwood was able to build. Ok, I concede it was built upon a foundation of lies, manipulation and murder but let’s overlook that for now. He SOLD himself.
Killer Marketing Lesson Number One
Create a Consistent Brand
Frank Underwood knows who and what he is but has created a strong, consistent brand to the outside world. He chooses his words carefully. He undertakes public appearances strategically. He makes sure to be seen when and where it matters. The same applies when marketing a company or product. A brand must be consistent in image and message across medium. What would it do to the brand if all of a sudden Nike started creating sweet touchy feely ads mixed in with the powerful “Just do it” athletes?
Killer Marketing Lesson Number Two
Have A Vision
There is no question here. Both Francis and Claire Underwood have a vision for themselves and their brand. I think it is clear to viewers that they entered marriage with this vision and saw the other as his or her strategic partner. Every decision, every “ally”, every initiative, every relationship became a card placed carefully on the house that is their vision. A marketing plan is one piece of the strategic plan for a company and/or product. Marketing is a tool, nothing more and nothing less. Marketing is nothing without a vision. As marketers we use the vision of the company to determine where to go and how to get there. Then we design a marketing strategy to execute. Achieving steps on the path are the measurables for marketing success.
Killer Marketing Lesson Number Three
Stay Ahead of the Pack
“For those of us climbing to the top of the food chain there can be no mercy. There is but one rule: Hunt or Be Hunted.” Frank’s words ring true in my world and the world of all marketers for sure. We need to differentiate our company from the competition. We need to differentiate each client’s product or service from their competition. That IS WHAT WE DO. We study the competition, we study our clients, we figure out how to craft a message to fill a need. No obvious need to fill? Then, it comes to us to create a need. If you are marketing food, make people hungry. If you are marketing a beverage, make people thirsty. If you are marketing SEO, make people see that what Leann Harvey said to Clair Underwood is true. “If you know what people are searching for you know everything.” - CobaltDigital.Marketing Click To Tweet
Killer Marketing Lesson Number Four
Create Change and Break the Rules
“If you don’t like how the table is set, turn over the table.”
Right now, today, we sit in a world full of marketing potential…. more then ever before in the history of time. We have more data availability about consumers than ever before. We have intimate access to consumers in a way that never existed before. Marketing success right now rests in the hands of those who can harness the data and innovate how to use digital marketing tools like social media and search experience optimization to maximum advantage.
“Of all the things I hold in high regard, rules are not one of them.”
There are no hard and fast rules in this new era of digital marketing. This is our challenge and our opportunity! Several years ago, Dove broke all the rules with their “Campaign for Real Beauty”. A photography exhibit inspired a new discussion about how women view beauty and evolved into one of the most successful marketing campaigns of the last decade. The Real Beauty Sketches clip from 2013 became the most watched video ad of all time! As I write this blog, the 3 minute version has been viewed 66,719,903 times and the 6 minute version has been viewed 6,175,784 times!
Killer Marketing Lesson Number Five
Invest Thoughtfully for Maximum ROI
“That’s how you devour a whale… one bit at a time.”
Inevitably when I meet with a client to talk about Search Engine Optimization I hear the question “How long will it take until my website is on the first page?”. This one question is the main reason I am trying to change the conversation from Search Engine Optimization to Search Experience Optimization. It takes time not only to improve organic search rankings but, more importantly, to create a digital marketing program that will convert site viewers into actual customers. Return on investment from any marketing program is ultimately measured by conversion.
Ah, yes, season after season we see the Underwoods progress, moving ever forward step by step. We see unbelievable restraint and patience as they methodically plant seeds, one by one, inching closer to their goals. I’m halfway through season four at this point but I marvel at the Underwoods calculated moves and I sit on the edge of my seat knowing their commitment to the killer marketing of the Underwood brand. They will do anything to achieve their vision. Will you?