130 Million and $1.9 Billion – Numbers for the Week

130 million can’t be wrong

Here we live in a climate of hatred, terrorism, a political campaign that is anything but friendly or intellectually stimulating. Marketers spending millions if not billions on ways to create virality and giving names and processes to things that used to be considered normal.

When lo and behold a woman from Dallas puts on a Chewbacca mask, laughs with the sort of laugh that could fill an entire concert hall and can make even the dourest individual among us crack a smile.

Is it the childhood simplicity of the mask doing exactly what it was meant to do?

Or is it something deeper than that? The woman claims she just wanted to prove to her friends the mask was hers and not her kid’s. She went on to add the world just needs something happy to offset all of the negativity which surrounds us on a daily basis.

S I challenge you – How do you take that joy from your work, your pursuits, your passion and share it with others? Not for the sales results, but just for the sheer joy of it all. After all, there is some reason why we get up in the morning. There is some joy for you to share that isn’t about a selfie or a nastygram, but rather the beauty, the joy, the laughter that makes 130 million people smile.

Now about the $1.9 billion.

As of March, 2016, $1.9 billion is the value of the free media that Donald Trump has garnered since his decent down the escalator in Trump Tower and right in the middle of the American political discourse.

As you know I will not weigh in on the candidacy or the campaign other than the lessons we can take away from by far the biggest marketing campaign happening in 2016.

Back to the $1.9 billion. As a definition, this is the value of the time Mr. Trump has been given on all of the networks, cable news channels and beyond. To put this in perspective, it’s over a billion dollars more than his nearest competitor and nearly $1.5 billion more than the closest entertainer/performer (Taylor Swift).

Politics and messaging aside, we all know that the number one element holding all of us back in marketing is budget. What if you were able to spread your message for free, three times more than your competition?

The value of marketing has certainly propelled the candidate who has spent the least, into gaining the largest percentage mindshare and secured the nomination for him. Will the White House be next?

The media on the other hand probably aren’t doing this to forward a political agenda. The needle moves and the ratings soar whenever Mr. Trump tweets or stages a rally or is interviewes. So we are witnessing the coalescence of popularity, media and politics on a scale never before seen.

All I can say is WOW! And all I can think of is how can I leverage these same principles into my work and that of my clients in the world of non-profit and arts marketing.

About

Sean King has been consulting with small businesses and non-profit organizations for 25 years. Currently, Sean is a principal in the Aspire Consulting Group providing solutions and training for arts, events and non-profit marketing professionals and their organizations. Clients include Youth Education in the Arts (YEA!) and a growing list of satisfied organizations. Sean speaks regularly throughout the U.S. including at the IFEA Annual Conference, Arts Reach Conference, AFP, 92Y, CiviCRM User Summit, PA Council on the Arts, Michigan Festivals & Event Annual Conference. Sean serves as the Marketing Chairperson for the Hamilton District Main Street, a program of the Allentown Chamber of Commerce in Allentown and is a Co-Chair of the Arts & Culture Committee for the Upside Allentown initiative. You can follow Sean on Twitter @skingaspire or email him anytime at sking.aspire@gmail.com

Posted in Arts, Content Marketing, Events, Marketing, Politics

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About Sean King
Sean King has been consulting with small businesses and non-profit organizations for 25 years.  Currently, Sean is a principle in the Aspire Consulting Group providing solutions and training for arts, events and non-profit marketing professionals and their organizations. Clients include Youth Education in the Arts (YEA!) and a growing list of satisfied organizations. Sean speaks regularly throughout the United States including at the IFEA Annual Conference, Arts Reach Conference, AFP, 92Y, CiviCRM User Summit, PA Council on the Arts, Michigan Festivals & Event Annual Conference.  Sean serves as the Marketing Chairperson for the Hamilton District Main Street program in Allentown and is a Co-Chair of the Arts & Culture Committee for the Upside Allentown initiative. He also blogs a artsmarketingblog.org.  You can follow Sean on Twitter @skingaspire. Sean resides with his wife Natalie and son Haydn in the global crossroads of Fogelsville, Pa.