I was just at the 2018 Federal Budget Breakfast listening to The Hon. Scott Morrison drop the line Unbelievabill to connect it to Bill Shorten. Not a bad try but here is why Unbelievabill is a crap name for Bill Shorten;
All massive gaps if you want the term you ‘invented’ to cut-through in today’s digitally dominated landscape.
I know “Trump-ian” handling of the media is on the radar for all political groups as a way to cut-through. But watching Australian politicians play catchup to Trump and moreso the originators – the Kardashians is telling; they are way out of their league. Media still run the popular agenda in Australia and until politicians grasp how the cool kids do it, they will continue to run their slogans but fail to hit the mark.
This goes for all of us – Don’t wait for any media / ad platform / channel to run the agenda and maybe pickup the narrative you are promoting – Think like Trump and the Kardashians – go direct; Seed social and web content so the story and reasoning behind the name are saturated and you pick up the direct interest. This is digital content marketing 101 – Push content out there you’ll actually win the keywords of – go on Google “Unbelievabill” – you get nothing on Bill Shorten. If you want Unbelievabill + Bill Shorten to hit – you have to seed the net with that content. Then every time you say it – people will search it and you’ll own the amplification, the traffic and the narrative.
There are plenty of Social / SEO (Search Engine Optimisation) and advertising tricks to get a keyword trending / to the top of search (we just bought Unbelievabill for cents – maybe the government should too).
Scott Morrison and team get that it has to rhyme or be memorable – I agree, this is good traditional marketing (literation etc). BUT – Unbelievabill isn’t easy to spell and Google also include results for unbelievable (thinking you spelt it wrong). Pick keywords super easy to Say, Own and Spell. Ticking 1 out of 3 is how you market 20 years a go with media hanging on your every word. It’s almost 2020 people – get digital.
This holds true for the government just as much as every business brand and tagline, or product and keyword service you are trying to promote. If you want to own “terms” – first make sure they are part of your digital ecosystem and second make sure people can find them. Otherwise you’re decades behind the best in the market or you’ll never cut-through.
P.s. after typing Unbelievabill a few times my iPhone is now suggesting it with predictive text – just goes to show how easy it is to train technology – but … remember … train Google / Social first.
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