Tonight sees the return of one of the greatest shows of recent times; It’s Always Sunny In Philadelphia (though only if you’re living out in the US). The gang in the show may not be the brightest sparks, but to celebrate Season 10 kicking off, I’ve dug up some useful bones of knowledge that we can learn from them.
So here’s my top 5 lessons marketers can take from It’s Always Sunny In Philadelphia
- Avoid buzzwords, especially if you don’t really know what they mean
We should be true to who we are, and if you don’t know what a buzzword means or if it applies to you (e.g. ‘growth hacker’, ‘synergy’, ‘sipification’), then don’t use them. You’ll sound like a right tool if you get it wrong, and the best part is, you don’t know you’re wrong. Just look what happened to poor Charlie when he falsely tried to claim he was a philanthropist. Better yet, just avoid buzzwords at all cost. They’re all dreadful.
- Be spontaneous and unpredictable
Consumers are cluttered with marketing messages every day, everywhere they go. Some brands try something a bit different and get a good response, and suddenly all the other brands are jumping on the same bandwagon. Just look at those Dyson vacuum cleaners (don’t worry, they give me the creeps too), but those guys came up with something that was totally out there, and now all the others are making transparent and glowing vacuum cleaners too. What’s better? A Dyson, or something trying to look like a Dyson? Don’t follow the tired, beaten track – be unpredictable and surprise your audience. Be a wildcard.
- Make sure your customers actually want what you’re offering
Here the gang in It’s Always Sunny forced an Extreme Home Makeover on an unsuspecting family. But they never stopped long enough to think about whether that poor family wanted a whole new home. When you’re coming up with a new product or service, think about whether your audience actually want what you’re giving them (I’m looking at you U2).
- Target your advertising to you audience
What did Mac and Charlie do wrong here?
The boys had a strong product (who doesn’t want some boozy milk to help them bulk up?), but they went about selling it to the audience they were in front of in all the wrong way. You need to tailor your advertising to the right audience, in the right way. Selling Fight Milk to a bunch of corporate suits in an over-the-top video is a great way to stand out, but it probably won’t be getting any buy ins from them.
- Trust your instincts
Your first idea can often be your best one. Brainstorming is a great way to generate more ideas and bounce off each other, but sometimes when you overthink something it becomes overly complicated and loses that killer edge. Just look at Charlie’s Kitten Mittens; a great idea that keeps those pesky cats quiet. But when the rest of the crew get involved, the idea gets lost amongst the shuffle.
So there you have it, a few handy tips you can learn from It’s Always Sunny In Philadelphia. There’s plenty more you could find if you dig deeper too, so why not send me your top lessons learnt from the show through @ItsReggieBrown.