Yevgeni Plushenko will forever be known as a poor loser, NOT as the incredible silver medalist who landed the ‘quad’ at the Winter Olympics of 2010. Is that really what he intended? Did he and those that manage him truly think it through before his hubristic announcement that he was robbed of his ‘Gold’ and that he had won the ‘Platinum’?
When you decide to participate in the Olympics, you, by default, resign yourself to the outcome. Whether you like it or not – the judges do get to choose. They get to determine what is worthy of a medal, of any substance. If this is a problem for you, there are more quantitatively measured sports that don’t rely on ‘judgment’ – that are based on quantifiable metrics; time, distance, weight, height, etc… Not so for those more art-related endeavors.
As in figure skating and gymnastics, the world of marketing is also evaluated at times in a more qualitative manner. Sure, there are times when we can verify the number of click-thrus, registrants for a webinar, or Twitter followers. Those are the moments that I, as a marketer, relish. The success or failure of a ‘performance’ so to speak is not based on opinion.
With that said, there are many times when the triumph of a marketing activity is determined in the same way as some define pornography…. “I’ll know it when I see it.” When the activity is not directly linked to a generated lead or closed sale, the ‘value’ isn’t always obvious. Given that each and every one of us sees things differently – through our own view finder and massaged by our own experiences and perception, the hope for the ‘Gold’ can seem elusive.
We in the marketing world can take a lesson from Olympic figure skating. While there is still an ‘art’ component to the sport, the performers know what is expected of them. They are at least clear as to what has to ‘show up’ during those minutes on the ice to be subjectively critiqued.
So that we don’t have to invent our own awards of excellence in the face of disappointing the ‘judges’, it is best to set baseline metrics of success even when the results are more akin to how graceful the double Axel is landed. For instance, the positioning of a brand is no easy feat. And while there are a number of standard and accepted formats – there is a very large component which relies on whether or not it ‘resonates’ with the eventual owners of that position. Not to mention how it will be received in the marketplace. Having a metric in place, “Everyone within the company will describe the brand utilizing the same language, consistently” – is one such example.
If you are able to establish clearly how your effort will be judged and ‘graded’ ahead of time, you have a better chance of skating circles around other marketers. And, you’ll be able to take your rightful position on that center podium.