Several years ago, my daughter and I had a conversation about “epic movies”, and she asked if I could provide a list of movies she should watch. Specifically, she wanted to watch movies that have somehow impacted society, and/or had common phrases that infiltrated our everyday vernacular.
I have to say, this is a difficult list to make – not only because it is subjective, but also in my realization that movies often play a large part in developing the thought processes of our culture. It seemed like a daunting task, and we are still today, watching some of the movies on my list.
On that list was a movie that is now celebrating it 25th anniversary: “Field of Dreams.” One night we decided to watch it. Now, it might have been an age-related matter, it might have been that the socio/psycho perspectives within that movie had already passed and become an integral part of existence. Or maybe it was just a bad movie. Either way, she just simply hated it.
She began to pick apart the movie piece by piece. One of the things that seemed to bother her the most was something Kevin Costner was asked about in a recent interview. The one line everyone knows from the movie: “If you build it, they will come.” She pointed out to me that the line is in fact never said in the movie. What is actually said is: “if you build it HE will come.”
How interesting that most everyone seems to remember it as “they” and not “he.” Sometimes I wonder if we apply this misnomer to our approach in business. That somehow, if we simply just start a business, people will come. Existing to fill a need is certainly valid, however, people must know that you exist to fill that need. This is where marketing comes in. But what you need is good marketing. A solid marketing plan, like one you would receive from Haley Marketing, typically includes an outlying strategy with key components, such as:
- a goal
- knowing your audience and speaking to them in a clever and attractive way
- clearly stating who you are and what you offer, including what is unique about you
- planning the best outlets to communicate your message through
- having clear calls to action
- a follow-up plan
If you desire to have people know that you exist and why, you must develop a plan that ties into, and speaks your overall vision to the world. I am not one who believes that existing will simply bring the results you need in some kind of magical, movie-like way. There must be a concerted effort to communicate to the people you are trying to reach. The only way “if you build it they will come” works, is if the “it” in that sentence is actually a solid marketing plan. If you have believed the other way around for 25 years, watch the movie again – or even for the first time. It’s a good movie, even though my daughter doesn’t agree. Either way, she now knows where “if you build it they will come” originated. Well, for the most part.