Why ‘getting amongst it’ can pay dividends for your brand

It’s really easy for brands – whether solopreneurs, emerging companies or bigger organisations – to get bogged down in the daily grind of ‘the business’.

Marketing becomes a ‘tick the box’ exercise, an activity undertaken because it’s something you need to do. And generally, it shows.

However, when a brand markets itself with passion and empathy…when it participates with genuine enthusiasm in the broader community, delivering value and generally showing up with a commitment to “getting amongst it” – that too shows. In a positive way!

What do I mean by “getting amongst it”?

Exactly that. Participate on an active basis. Get involved! Be part of the broader community in which your brand operates (this could be your industry or profession, a certain cultural or lifestyle activity, or a geographic region – your town, city or local suburb, for example).

• PARTICIPATING in the conversation flow of that community, igniting debate on key issues, adding advice, ideas and relevant information, opinion and comment.
• DEVELOPING side-projects or joint ventures with community partners, sponsoring causes, getting involved (as people) in local or professional events, sitting on industry committees and advisory boards, creating scholarships or awards, running forums and roundtables etc.
• PRODUCING, aggregating and circulating relevant content across multiple mediums – blogs, podcasts, online video, Twitter, Facebook, e-books and e-newsletters, whitepapers plus ‘traditional’ mediums such as newspapers, magazines and industry journals, community television and radio etc.
• CELEBRATING the successes of clients, colleagues…yes, even competitors.

Getting amongst it: The Sydney Writers’ Centre in action!

Let’s take a look at the Sydney Writers’ Centre, which provides short courses to individuals and corporate groups in magazine writing, travel writing, fiction, book publishing, business and online writing.

The centre, founded by journalist, editor and author Valerie Khoo, is a very active brand – it nurtures and maintains a vibrant writing community and is truly representative of the ‘get amongst it’ philosophy.

For example, the centre:

• PRODUCES an informative blog full of tips, news, inspiration, book reviews and job opportunities; ditto a podcast series in which Valerie interviews authors “so you can find out why they write, what they write about and what keeps their creative juices flowing” (plus an e-report and regular e-newsletter).
• SPONSORS writing and short story competitions (as well as promotes other independent competitions)
• HIGHLIGHTS and celebrates the successes of former students.
• GIVES away tickets to writing events and free books via blog promotions.
• ATTENDS writing events and networking functions e.g. Byron Bay Writers Festival.
• ENTERS (and wins!) business awards.
• PARTICIPATES on Facebook and Twitter.
• PROMOTES writing seminars, events and activities.
• WRITES for a variety of publications and online magazines.

Of course, by being active and visibly passionate about your brand and the broader profession or industry in which you operate, other people outside of your immediate community start to take notice. In the case of Sydney Writers’ Centre, it was Dynamic Business magazine (below).

So what are you going to do with your brand?

Sit back and let your marketing take its ‘by the numbers’ course?

Or will you actively get out in the community and become involved…and in doing so build momentum and word-of-mouth and connections and, eventually, sales and profits.

Your call rock stars!

About Sydney Writers’ Centre

Founded in 2005 with only two courses, the centre now boasts almost 30 courses presented by some of Australia’s most successful authors and journalists. Courses are available face-to-face and online with students enrolling from all over Australia and the world including, the UK, US, Italy, Hong Kong, Singapore, The Netherlands, France and more.

IMAGE: iStockphoto