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Is Your Marketing Strategy Using All of the Ice on the Rink?

November 10th, 2009 :: Michael Dougherty

This past weekend, I enjoyed a Washington Capitals ice hockey game and the game got me thinking about something Jermaine Dupri said at BlogWorldExpo this year. I’m going to paraphrase, but he said that you should use social media tools in tandem with each other. Have something on Twitter that sends people to your Facebook page that references your blog and so on. Watching how they hockey players used the rounded end of the rink to pass the puck around behind the goalie to another player, or just out of the way, it made me realize that Jermaine had something there.

Now don’t get me wrong, it made perfect sense to me at BlogWorldExpo, but something about that particular game, my first hockey game in years, spun my mind into translating the puck into marketing message, the rink into your marketing plan, and the players your marketing pieces. At no point in that game was their wasted space on that ice. All parts of the rink were open and the puck flew anywhere it was needed with speed because of the actions of the players.

I have all ways believed that each marketing piece should support the one before it and the one after it. If you have to have a brochure, have it direct people to more information on a specific url on your website so you can track it. On that page let people share that message for your using something like Share This or send them directly to your companies Facebook or Twitter. Use social media to direct people to special content they can only find by following all your pucks on the ice, your marketing pieces.

Part of this is establishing how these pieces are all going to support each other, but another part of this is being comfortable, and confident, in your content so that you can let go of the message. Like a good hockey player, you have the control on how much intensity and strength is behind your marketing pieces. You will need to step back and let the natural momentum of your marketing strategy take its course. It will be up to you to make sure that the paths between your pieces are clear enough for the message to slide easily between them.

Most of us already have a few pieces in play, but as you create anything moving forward try to be conscious on how you can link the new pieces together. Or get really creative and start an off shoot campaign with new pieces and tactics that drive people to the pieces that existed before them. Sometimes scoring a win means you need to take a few extra chances with a few well placed shots, but if that shot misses it has a team behind it to give it the support it needs for a second shot at the goal.

Now here’s a question for you. Does your marketing strategy easily move your message from one piece to another? Are you using all of the ice on the rink?

I would love your thoughts on this. What other sports can you compare your marketing strategy to?

You can reach me on Twitter by sending a message to @wickedjava, or on Facebook at facebook.com/mcdougherty.

As all ways, if you have been reading, thank you and stay wicked.

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