August 31, 2004 Volume 4 Issue 11
Only 122 days to get as good as the WWE
This last day of August, the 31 st day of the month, a Tuesday in the year 2004.
That's what today is.
What does it mean ... what does it matter?
Let's do a little story telling.
The original Roman year had 10 named months and probably two unnamed stuffed into the dead of winter when not much happened in agriculture. The year began with Martius "March".
Numa Pompilius, the second king of Rome circa 700 BC, added the two months Januarius "January" and Februarius "February". He also moved the beginning of the year from Marius to Januarius and changed the number of days in several months to be odd, to a lucky number. After Februarius there was occasionally an additional month of Intercalaris ... "intercalendar". This is the origin of the leap-year day being in February, as Sunday, February 29 this year.
In 46 BC, Julius Caesar reformed the Roman calendar (hence the Julian calendar) changing the number of days in many months and removing Intercalaris. Still later Augustus Caesar clarified and completed the calendar improvements of Julius. In the process he also renamed this month after himself. Thus August.
Today, August 31 is the birthday of Caligula, another Roman emperor - this one considered an absolute disaster. On this day, August 31 in 40 AD, he returned from a supposed military expedition to the channel, the intent being to invade Britain. Once there he changed his mind, and instead he and his troops collected seashells. Just one of his many disturbing eccentricities which caused his murder five years into his rule.
Each of the 12 months of what we call a year today have a history. Augustus Caesar's month is August. That Latin is Augustus. During the time of Numa it was the sixth month in the calendar, sextilis menis in Latin. Originally with 30 days, until Numa, when it had 29 days. When Julius Caesar came along he changed it again, and the month of August became 31 days long.
Except for those born August 31 and history buffs, who cares about all of this. Well, I for one, do. And I think you should, too. Why? Because this year, 2004, is 2/3rds over, there are only 122 days until 2005, and I ask you ...
"What have you done to get ready for your new marketing year? Do you yet have a marketing planning retreat scheduled? Are you scheduling ahead for success as we near the half way point in this first decade of the 21st Century?"
If you are not thinking planning as we kiss September and look to years end, you should be. This past winter and spring I saw far too many instances where planning was being done on the fly. The company troops gathered in the conference room, scratched a few ideas on flip charts and tossed them to the marketing group to make happen. Long range was considered 30 days out.
This is dumb. Or dumber! To play on the Business 2.0 book by four guys who collected some of the more outrageous happenings in the hi-tech world.
Sure, business and the life of business is moving faster than Greenspan or most of the world's capitals can fathom. Yet, that does not mean thinking should become a roller coaster of the mind. Marketing thought should be a rational judgment, using intelligence and experience, and only then overlaying the emotion of a campaign message.
Ideas and opinions come from taking time to think. In another life a high level banking marketing vice president taught me DIRFT ... Do It Right the First Time. There is zip chance of that happening when every action is winged from the hip as an 19th Century dual on the streets of Dodge.
Although this analogy will not mean the same to each of you - the WWE (World Wrestling Entertainment) - is successful because their 'action' is scripted. Do you really think all the tossing about, around and out just happens? No way!
Well, ditto for those of us in marketing, direct marketing, sales promotion, merchandising, public relations and advertising. A little up-front thought will make whatever you think, better.
If you need it, a formula might look like this;
... and then
The first three parts take brain power. And time. The last three will happen, so 'plan' for it.
For more on planning surf to www.rayjutkins.com/pdm/index.html where a copy of my book Power Direct Marketing is online. It is all about pulling together a direct marketing plan.
Or, if you'd like some 1:1 discussion on planning your 2005 year, call me @+1+760-376-1858or send an E-mail to Ray@RayJutkins.com
We're coming to the end of the 'official' summer in the northern hemisphere. Winter in the south.
So ... before a 'change of season' let's take a look at this, from one of the true animal kingdoms on earth, from Zimbabwe, an Anonymous proverb;
"If you can walk, you can dance.
The RJm Story
My days at the University of Alabama included taking every class the Head of the Philosophy Department taught ... a Dr. Jenkins.
What a guy!
With the background I learned it was easy to understand the philosophy of running a business by putting the customer at the top of the pyramid. The result became a unique list of ideas. Ideas on putting people first. And working with them.
Here is the list I still use today. 'Click' www.rayjutkins.com/attitude.html and scroll through. It will take you minutes ... you may gain an idea for a lifetime.
Want to talk about any thing? Please phone me @+1+760-376-1858or send an E-mail to Ray@RayJutkins.com.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.