Marketing Enthusiasm

We’ve heard the term ‘engagement planning’ many a time and working in the advertising and marketing industry I tend to think that shouldn’t all our communications be engaging?

Regardless, the word engagement has permeated the marketing lexicon, however engagement suffers from being so widely used outside of a marketing context and it has tones of trying to control people.

John Grant suggests that we should adapt the term ‘marketing enthusiasm’ instead. This, he argues, provides an alternative to image and is more involving. Enthusiasm suggests a passion for something rather than passively being attracted to it.

John suggests seven rules of Marketing Enthusiasm:
1. Find a bigger enthusiasm than your brand
2. Give people a way to get involved#
3. Innovate to build life-relevance
4. Co-operate
5. Catch On
6. Partner Up
7. Build a Molecule