I've taken up running recently, and am still pretty useless. I'm slow, get out of breath quickly and generally find the whole thing exhausting. Not unnaturally, this has the effect of me wanting to stay in with a nice bottle of wine and a good film. Like a normal person.
Except that once a week I get an email from the nice people at parkrun. Parkrun organise a Saturday morning 5k dash round the local park, or in my case the Thames. It is also exhausting, but I’ve got to know a few people and am getting used to the mud. So the combination of the little reminder, the social, and some small conscience that I should be keeping fit, means I actually turn up on a Saturday morning as often as I can.
It dawns on me that the urge NOT to go running is a great deal greater than the urge to run; by quite a long way. So this little communiqué is doing a good job in reminding me to get out there.
And so it is with all marketing communications. Out of sight is out of mind, particularly if it’s something we can put off. It absolutely helps that this email is something I have opted to receive, is relevant to my interests and contains relevant news, but shouldn’t all our marketing communications have the same attributes?
It’s a challenge for all companies to regularly communicate relevant and interesting material to our target market. And the parkrun email seems to me to be a good example.
Meanwhile I am carbohydrate loading ready for my run on Saturday. The only part of the whole process I find really rewarding …