Marketing Beyond The “Oprah Effect”
When it comes to marketing or public relations, appearing on “The Oprah Show” is the ultimate dream for some people.
Oprah Winfrey
If your name, business, product, book, movie or cause has the good fortune to be uttered or featured on her talk show, you are golden (more like platinum, really). Phone lines and websites across America risk crashing as millions of people try to get just one of Oprah’s favorite things.
My question is this: What did we do before Oprah Winfrey could make dreams come true?
A client of mine, To-Ree-Nee Wolf, suggested the answer during a meeting. We were discussing her dreams and her goals, and she mentioned Oprah. Why not?
And then there were a few seconds of complete silence as we sat with that. To-Ree-Nee broke the silence when she looked straight at me with a smile and said — actually, declared — with just the right mix of confidence, excitement and sass, “We don’t need Oprah. We can do it ourselves!”
With all due respect to one of the most influential people in America, we are doing it ourselves. We’re working hard, we’re being creative, and we’re figuring it out (note: you need to fill in what the “it” is). We’re defining or re-defining what success and happiness mean for us.
We’re making some of our own dreams come true.
Without a doubt, Oprah’s name, her persona, and her brand have the ability to create a buzz like no other. However, if the benchmarks for our marketing efforts and outcomes are to get Oprah’s stamp of approval, I think we’re missing the point and a lot of good opportunities.
Figure out what you’re about. Identify what makes you different, special, unique. Tell people. Start with everyone you know. Don’t wait for a call from a nationally syndicated talk show to confirm that what you’re doing is worthwhile.
Members of Batucaxé, the Afro-Brazilian drum and dance ensemble that I joined last January, recently appeared on a Tucson talk show called “The Morning Blend.” I volunteer as the marketing coordinator, as well as dance with the group, enjoying both roles with all of my heart. This segment is the perfect example of knowing and marketing what you’re about and bringing it on.
The real secret is this: They weren’t thinking, “If only we could be on ‘The Oprah Show.'” When you watch the clip, you’ll see what I mean.
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