This summer, I experienced a once-in-a-lifetime opportunity to view the solar eclipse. With our office in central Missouri, just outside of Kansas City, we were in line for the path of totality, which in solar eclipse lingo is total darkness. Our allocation was approximately 2 minutes, and it was totally cool. It was definitely a day to remember. But what I remember most were the days leading up to the eclipse and the phenomenal job the media did preparing for and delivering information. It was truly a job that we in marketing could learn from.
At our agency, we call what we experienced from the media, Atomization; in other words, taking an idea or topic (like the eclipse) and breaking it into as many different pieces (stories) as possible. I’m sure it started with identifying the types of people who would have the opportunity to view the event, such as business owners, moms with kids at school or at home, the elderly, students and others. Then the media did their research and developed content that appealed to each, some or all of the people types. They talked about the event itself, the history of eclipses, necessary equipment and techniques for viewing, safety concerns, the map, and on and on.
For me, a business owner and father, I wanted my employees and their families to be able to experience this once-in-a-lifetime experience together at our office, if they chose to. Consequently, I was interested in the exact times of the event, what would happen before and after and safety glasses. From there, we read and watched a variety of articles and videos while doing our own preparation and put together a day in the sun (and moon and stars) with the help of the media.
In marketing, our job is to get information into the hands of the people who care or might care about a company, and its products and services. Sometimes it can be a challenge to continue to come up with a new hook on an ongoing basis. But if you take this example of the eclipse news coverage, it might make it easier to approach your subject by breaking up the idea into many pieces with a different slant for each one. Give it a try. You might be surprised by how many different articles/topics you come up with. And, if we at Callis can assist you in atomizing your messages and getting your products and services in front of your audiences, please reach out to me.