She gets up at 5:30 a.m., or maybe 6. He R&S’ (rises and shines) at 7 a.m. (or so).
Time enough – just barely enough, and some days not even that – for the two of them to hug, kiss, and chat a bit while one sips tea and the other Diet Coke, before the frenetic dance of get-ready-to-go-to-work-and-don’t-forget-your-breakfast/lunch! begins.
The day takes over. Work takes over. Life takes over. For the entire day, figure nine-plus hours, full of emails (many of which are “reply all”) and conference calls (“OMG! I didn’t lose you!”) and frenetic calendar adjustments for meetings that are probably completely unnecessary but seem vital… at least, at that moment.
On a good day she might get a walk in; he might make it to the gym (and two days in a row? W00t!). And if they get home in time to eat dinner together – if there isn’t a happy hour or networking event to attend, that is – they offer silent thanks for their microwave, the most frequently used appliance in their state-of-the-art kitchen.
The dining table is lovely, but it’s just so much easier to plop down in front of the television. Still amiable, they try to get a little “us time” in before giving in to the somnolent stupor induced by The Box. And once they do, it’s only a matter of time before one drags the other to bed, only to get up at 5:30 a.m. the next day, or maybe 6… and do it all over again.
Oh, and let’s not forget the kids, or pets or both! That adds a whole new layer to the scenario… or perhaps several… doesn’t it?
Give or take, this is more or less what we as marketers are dealing with, when it comes to reaching our audiences.
We are constantly trying to get through to people who are busy, tired, and leading regimented and compartmentalized lives. They could care less about social media per se; they simply want to use it as an outlet.
They want to talk to their friends, share silly cat videos, and gossip communally about what may have been in store for Will and Alicia had tragedy not struck.
In other words, they just want to live and have a (relatively) good life. And the only reason to incorporate a social media element is if it helps them do so.
So how are you
going to help them… and help yourself at the same time?
That, as Sherlock Holmes might say, is the question all marketers must answer.
I know my answer. What’s yours?