The Night After Christmas

Dec 25 2013, 12:05pm CST | by

The Night After Christmas
Photo Credit: Forbes Business

‘Twas the night after Christmas, when all through the store,
Every employee was working at an annual chore:
The sale signs were hung by the windows aplenty,
Hoping tomorrow the store wouldn’t be empty./>/>/>

The merchandise piled on every surface,
Arrayed and displayed for solely one purpose:
Since, by the branding consumers weren’t enticed,
The market required the products get repriced./>/>/>

When out on the parking lot arose such a clatter,
An employee sprang up to see what was the matter.
Away to the door, she flew like a flash,
No longer bemoaning the store’s lack of cash./>/>/>

The moon glow on the pavement proved
As illuminating as a video on YouTube.
Revealing to her inquiring eyes could it be
The architect of the brand’s engagement strategy?/>/>/>

The guy sneaking away was the company’s consultant,
Abandoning marketing failed, and sales untriumphant.
He’d delivered content, clicks, and views aplenty,
But left the store’s coffers shockingly empty./>/>/>

He was dressed all in black, from head to his shoes,
His clothes stylishly modern, a necktie refused.
Then, with a grand gesture and booming tone,
He announced loudly (thinking he was alone):/>/>/>

“Now Viral! now, Social! now, Awareness and Retention!
On, Creative! On, Catchy! On, seeking only mention!
The brand was made memorable, I won’t take the fall!
Didn’t they know it wasn’t supposed to sell at all?”/>/>/>

In a twinkling, the empty lot returned to silence,
No customers, no visitors, no interested clients.
Though as the guru adjusted his sleigh’s ropes,
She thought she heard him add “adios, you dopes!”/>/>/>

And she realized what had just occurred:
Image over sales her company’d preferred.
With money for salaries and benefits depleted,
This expert still got paid for having succeeded!/>/>/>

So what if consumers didn’t show they cared?
Paying for brand attributes they simply weren’t prepared.
Ev’ry abstract claim, all that clever stuff,
To prompt purchase behavior, it just wasn’t enough./>/>/>

Yet armed with ROI and a dashboard report,
The guru would go find other brands to extort.
In a season of spirited wishes esoteric,
He stayed the unquestioned Church of Branding cleric./>/>/>

As for brands like hers, left high and dry,
With very few options left to try,
And no time for more tweets or magic: you see,
Marketing after Christmas occurs in reality./>/>/>

So this annual righting of wrongs occurs,
A process of matching wants and needs endures:
Give consumers real reasons for them to buy,
Not content that produces likes and sighs./>/>/>

The staffer returned to repricing merchandise,
Ignoring the branding blather, to be precise.
Then the guru added, as if to her labor regale:
“Happy Christmas to all, and good luck with the sale!”/>/>/>

(with apologies to Clement Clarke Moore)

Source: Forbes Business

 
 

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