I was recently at a Boston Red Sox game and while walking there I looked up and caught this sunset image (well maybe not a real sunset, but you get the idea):
For those of you that are not familiar with Boston, you might wonder why I would take a sunset picture with a big gas station sign right in the middle of it. Well this sign believe it or not is a fixture in the Boston landscape “Photographs of the sign appear on postcards, in newspapers, movies, books, tourism brochures and even in Life magazine.” It has been part of the skyline here since 1940. Think about that – that’s effectively a single branding campaign that has been in place since 1940-Present and beyond.
The sign has become much more than an advertisement, or a billboard of types. It is so valued in the community, that when Citgo thought about bringing it down for renovations, people protest, and asked for it to be added to the list of Boston Landmarks by the Boston Landmark Commission.
So what does this have to do with B2B Technology Marketing? Simple, this shows the value of an always-on message. One of the many challenges marketers have to work around is not thinking in terms of “campaigns” or bucketing by media types. We need to offer a seamless experience across all elements and ALWAYS BE ON. If we do this with our content marketing strategy, maybe we will be lucky enough to become a true landmark to our users.