Growing up and still now, I love all the Rocky films (well except Rocky V). I love how every time I watch the boxing films they make me feel positive, motivated to go to the gym and train to be the best that I can be. The series of films about the Italian Stallion (Rocky’s nickname) makes me feel like anything is possible. If you haven’t seen any of the films I highly recommend them.
My favourite out of the series is Rocky IV. This was when Rocky agreed to go to Russia to face his biggest challenge in the form of the Soviet wrecking machine Ivan Drago. I loved one scene in particular. It was when Rocky was training for the biggest fight of his life and the song Hearts on Fire by John Cafferty & The Beaver Brown Band was playing in the background (bet some of you who have seen it are humming the song now).
We hear the frantic playing of the keyboard and strong guitar riffs which helps add to the intensity of the scene as we see the male protagonist prepare and train not just physically but mentally. We see Rocky running through the snow, chopping trees, lifting logs and people (yes people). We also realise that Rocky himself realises that he is the underdog, the cards are stacked against him and this will be an incredible feet to overcome. That last sentence is why I love the film. Why you may ask? This is because this not only relates to life, but to marketing too. I’ll explain.
In marketing your biggest and toughest challenge can be telling a successful story – identifying, anticipating and satisfying the customers need. Your opponent can be your competitors and just like Rocky you have to train and plan to tell a successful marketing story.
When creating a campaign, any organisation has to plan operationally and also strategically to ensure the desired objective is met. Just like Rocky, you have to study and know your opponent. You have to KYC – know your customer. This involves research – whether it is qualitative or quantitative or a mixture of both (I briefly touched on this in my last blog post The Mechanics of Marketing). You also have to look at the data you already have on your customer, what data you also need to acquire and how to use the data appropriately and effectively. Also like the Italian Stallion, you have to KYC – Know Your Competitor. This involves competitor analysis. “This analysis provides both an offensive and defensive strategic context to identify opportunities and threats” (http: //en. wikipedia. org/wiki/Competitor_analysis).
Like Rocky rigorously trained for his fight, you too have to be put in the extra hours whether this is overtime in order to win the battle of meeting and satisfying the customers need. You have to stay focused and have #TheEyeOfTheTiger (another Rocky reference).
What Rocky taught us is that you should never give up and stay focused even if you are the underdog. Whether it is for business or personal reasons, EVERYONE has a story to tell. Mine is to be the best marketer I can be.
“Every champion was once a contender that refused to give up” – Rocky Balboa.