“The sole purpose of marketing is to get more people to buy
more of your product, more often, for more money.” – Sergio Zyman
“When you understand that marketing is what you do to sell
stuff, then the money you lay out is an investment instead of an expense.” –
Sergio Zyman
We were very excited the morning after we had filmed one of
our middle school principals being duct taped to the wall. The video got a lot of views on YouTube, it
had close to 100 likes on Facebook, it was at the tipping point of becoming a
mini-viral hit within our district. Then we decided not to repost it or Tweet
it again.
Why would we pull the brakes on something that was getting
us likes, something that was being viewed over and over again?
Because looking closer at the data, and analyzing the
analytics, the video was doing nothing to drive more parents, more often to our
program and school webpages or getting them to attend informational events. From a marketing standpoint, it was not
bringing in the results.
Does that mean we are never going to film fun events like
this? No way. They’re fun. They make people laugh. We are going to keep filming as long as our
priniciapls are willing to be daredevils.
However, we are not going to rely on “viral videos” to push our message.
Well… I was going to finish this post with some thoughts on
the future of School Public Relations and Marketing, but decided for you guys
to finish the article.
Tweet me, email me,
or leave a comment on where you think the future of School PR is heading… Because just like a shark... you have to keep moving or die!
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