Skip to main content

Of Manhole Covers and Marketing

Of Manhole Covers and Marketing

You've probably heard the question asked, "Why are manhole covers round?" Answers vary from the obvious ("because manholes are round") to the more obscure. Wikipedia offers several possibilities. My personal favorites?

  1. A round manhole cover cannot be accidentally dropped into the round hole it covers.

 

  1. The circular shape makes the heavy covers easier to roll.

 

  1. Round castings are easier to machine lathe than those of another shape and less expensive to produce in a size wide enough for a person to fit through.

 

  1. The round shape makes it easy to replace an open cover without having to line up the corners.

 

  1. A round tube holds up better against the earth's compression surrounding it than a shape with corners would.


If I were to guess, I'd say it's probably a combination of all these things (and maybe more) that made round manholes and manhole covers so popular.

Which brings me around to marketing.

Like a manhole cover, the best shape for your company's marketing is also round. More to the point, the best approach to your marketing is a well-rounded one. Just as the reasons for using a round manhole cover are many and varied, so too are the reasons for choosing each specific element in your marketing plan. The big difference? In marketing, there is no one-size-fits-all.

As you consider new marketing opportunities for your company -- and reexamine existing channels you're not sure are still working as effectively as before -- ask yourself, "How well does this approach fit with my overall marketing plan?" If the answer is "not very well" or the reasons you come up with for trying it aren't very sound, you know where that idea should go: straight into the file shaped like a manhole cover.

Comments

Post a Comment

Popular posts from this blog

5 Print Marketing Pieces that will Woo Your Corporate Clients

Some of the most effective ways of communicating value don’t require looking up a website or downloading a mobile device teaser program. In fact, non-digital marketing activities win over corporate clients regularly without ever needing to be plugged in. Here are five of them. 1. Business Cards Yes, those traditional business cards are still winners. Business cards provide critical contact information and enough detail on how to connect with an organization quickly. Whether by email, text, phone, or mail, the info on a business card is powerful. People love business cards because they are easy to transfer, pack, save, and reference. In the corporate world, business cards still resonate. 2. Letterheads and Stationary In a day and age when so much communication happens by email and texting, the traditional letter stands out, even in a mail pile full of folders and generic material. Best used when conveying a personal connection, professional letterhead is loved by co...
3 comments
Read more

Share Your Brand Story to Create Distinct, Authentic Connections

In a noisy marketplace, businesses must work smarter to grab prospects and lock in loyalty. But the desire for relationship is mutual. According to Cheetah Mobile marketing director Josh Ong, customers don’t just want to buy, they want to buy into something: “Millennials are more likely than any other demographic to be brand loyal. But millennials don’t choose which brand to be loyal to at random, instead, they are highly attuned to the story that a brand tells, as well as the values that brand exhibits.” No one can resist a good story! Need proof? Here’s a fun brand story from eyewear retailer Warby Parker : Warby was founded as a rebellious upstart to tackle the problem of expensive eyewear because of a frustrating personal experience. During a backpacking trip, one of Warby’s founders lost his glasses. Since he was a broke grad student, he couldn’t afford to replace them, and he spent the rest of the semester squinting. By circumven...
Post a Comment
Read more

How to Prepare Large-Format Projects for Print

When you want to flaunt your finest, large-format printing can make an oversized impact! Large-format printing includes products printed at a length of 18-100 inches with a minimum width of 60 inches. Some of the most popular items include posters, window graphics, yard signs, vehicle wraps, vinyl banners, media backdrops, and more. While large-scale graphics are stunning, these projects require special preparation, so these images remain vibrant and sharp when stretched to larger-than-life proportions. If you plan to go BIG, here are some factors to consider. Communicate from the Start When diving in on a large-scale printing, create a detailed brief and use this to speak to your printer as early as possible. Try to include everything from the size, design, materials, and deadlines. Your printer will work with you to be sure your ideas are achievable, and the timeline is realistic. Set Appropriate Image Specifications As you connect with a printer, be sure your images ...
Post a Comment
Read more