O.k.! I admit it. I am a Monarchist. I am not really even sure when that
happened. But I must come clean and
admit it. Maybe it was growing up and drawing out Union Jacks, despite the
obvious fact that I am of Scottish ancestry, but I won't go there, Maybe it is because I grew up looking at the Queen on most of our
money..or..or..who knows. I just am. So, now that it is out, I will even share some
of my photos with you in this post.
I also have to admit that my title for this blog was going
to be: "Confessions of a Monarchist", but because I actually working
in social media and content marketing, I know that headlines with a number in
them, do better...they really do!
So, what I have learned from being a Monarchist? Apparently a few things:
1. Pomp and
Circumstance is a great marketing tactic!
The Royals know how to do this better than anyone I
know. They make an announcement like an
engagement, but don't announce the date.
They hold a media event to show the ring. All the experts weigh in to demonstrate their
knowledge of procedure and protocol. The
speculation begins on the "where will they get married and who will design
the dress". Excitement and
anticipation is created. The date gets
announced, more experts weigh in and photos are shared. Speculation on who will be invited
starts. The wedding is held and everyone
waits with bated breath to see the dress and of course and "the fascinators". Then there is anticipation about when will
there be a royal heir. This isn't a campaign
of days or even weeks! No, this has been
nearly a three-year campaign!
Brilliant. Talk about keeping the
conversation going!
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| I took this photo on June 18, 1983, - Royal Visit - Campbellton, NB |
2. Tradition Trumps A
Flash-in-the-Pan Initiative
Sure there are traditions that just don't make sense and
really are stupid. However, there are some traditions that come and go, and when the Royals have something to celebrate, the fun and good ones come
back. In terms of fun, I can't help but
think about the above mentioned fascinators that we saw at Kate and Will's wedding. Sure, some were downright silly looking, but
they were great fodder to chuckle and ask:
"why?". Others were
quite nice and many women adopted them, at least for a little while. A new
revenue stream for some! Then there are
the wedding dresses. I was till youngish
when Diana and Charles married, but years later friends had replicas of Diana's
dress made for their high school graduation dress. Seriously!
I kid you not. I am sure I have a
pic somewhere of a friend, but I don't think she wants to be "in" my
blog post.
3. Use the Right Mix of Media
The new guard is definitely in town. Prince William is on Facebook and updating
his masses about the birth and then posting pics after the fact. Even Queen Elizabeth has a page on
Facebook. And, then of course there is
Twitter. The British Monarchy has their
own Twitter handle: @britishmonarchy,
and why shouldn't they. Nearly 576,000
people want to hear from the Monarchy on their Twitter feed.
Digital media aside and reinforcing the tactic of tradition
in your marketing and communications plans, the Monarchy didn't just go new
school. They mixed tradition right in
the middle. Imagine, taking an
announcement and placing it on an easel outside Buckingham Palace
 |
| Yes, I have Union Jack cushions (& MacLean Tartan in the back) |
4. Demonstrating Strength, Honour and Commitment Through Tradition
Love or hate the Monarchy, they get noticed. They know how
to get noticed and quite frankly, they know how to throw a bloody good
party - think Queen's Diamond Jubilee and the latest Royal Wedding. (again
great revenue streams for many)
 |
| Speaking of parties: My invite to the Palace Holyroodhouse - My Second Dinner with Prince Andrew |
There is something comforting in tradition; and despite a few hiccups, Queen Elizabeth has been an outstanding source of pride,
strength and honour. From the time she
was a young girl and driving an ambulance during WWII to her unwavering
commitment to duty and pretty much always being "on", the Queen is a an
impressive lady.
5. A Baby Means Hope, Renewal and Promise
Every time a baby is born we feel this way. Every little bundle is an amazing
accomplishment - one to be protected and cherished. A Royal Baby however, means that we have more
pomp and circumstance to look forward to!
More of everything in fact. More
tradition, more merchandizing, more British tourism, more trips abroad. Like it or not, the Royal family also
generates revenue and creates jobs both at home in Jolly Ol England and
abroad. I am sure that can still learn more from the marketing genious that just might be "by accident."
Looking for more social media, marketing and communications
banter? Be sure to follow my blog: http://newworldmarketingandcommunications.blogspot.ca/
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