Bottom of the 9th creative

Is there a point where a strategic marketing campaign can become a belabored game of unproductive messaging?  Worthy campaigns are often won with consistent hit after hit, but nothing says success like a grand slam home run.  Well, it’s the bottom of the 9th.  And we need one.

Isn’t some of the best work created when we take our eye off the ball for a moment?  What if we were to stop looking at the pitcher for a minute, step away from the batter box, and look behind us and see the thousands of fans waiting for us to receive the next pitch, the next client request for a ‘creative’, our chance to deliver the next product launch in a truly noteworthy way?

Well, it seems to me they’re a bit tired of watching and waiting for something exciting to come along.   In fact, quite a few of them seem to have left the game after the 7th inning stretch to hang out socially (as in social media) in the parking lot.   How will we get their attention back?  How will we entertain them – and give them that one key message that will resonate?  Cause that’s all we’ve got.  One more strike and we’re out.

Our brand will forever be associated with this ball.   And, trust me, metrics will tell us, possibly even before our hit ball passes the pitcher (if we’re lucky) whether we’re on base, or, perhaps, as everyone hopes, we’ve delivered another home run.

You think we’re going to hit it out of the park without proper conditioning?  Without a good coach?  We need to turn our eyes back to that next pitch, keep our eye on the ball and bring everything we’ve got to delivering something that’ll have them cheering again.  We have a chance to make them fans for life.  Let’s not blow it.


Though I thought my initial draft sounded pretty good, I felt it was a bit convoluted and knew I was mixing metaphors.  Every writer needs an editor, and I have the benefit of a Business Partner who will be brutally honest with me.  Well, not ‘brutally’ so much, but….  he wrote:

I think it’s good but the message is a bit lost by the subplot (people socializing in the parking lot) and the incongruous methaphors. For example – you start with ‘messaging’ in a negative context (‘never ending) yet you go on to promote it? Metaphor – ‘take your eye of the ball’ followed later by ‘without focus’ you can’t succeed. Also, is it the ball or the hit that’s the brand? And is ‘luck’ or skill really what you want to hang your hat on? The ending is also blatantly salesy, not what you want from a blog. The content should sell the service. I like the story though!

And so the window has been opened a bit on how, by working together, we can better meet our creative challenges.  Thanks for the input, bud!