Sweat equity: building stronger communities with marketing workouts
In another lifetime I was a professional contemporary dancer. One of the things I learned during that time is that often athletes are the kinds of people who enjoy growth through grit. There is something addictive about feeling your body getting better at doing something because you are putting in the work for it to do so.
I also believe that what athletes also crave is change. And that it is the intersection of these two activities where success resides. Since if something doesn’t challenge you, it doesn’t change you.
Local governments in Australia are no different. While there is, I think, a perception that change in these environments can be slow, my experience has been the exact opposite. Often marketing in local governments is dynamic and ever-growing. That is why there can be seen to be similarities between and therefore things that marketing and branding can learn from the principles of exercise.
A great place to find these principles explained well is in Bill Hayes' Sweat. Throughout the book, Hayes engages in a variety of activities such as running, jogging, swimming, spinning, walking, biking, and lifting, essentially testing the capabilities and boundaries of his body. He intertwines his personal experiences with the broader cultural and scientific evolution of exercise throughout history, tracing its roots from ancient civilisations to modern figures like Jane Fonda.
What is interesting is how the principles he outlines feel so relevant and useful to other areas of work and life – including marketing.
Principle of Specificity: This principle advocates for targeted training to achieve specific results, much like targeted marketing strategies that focus on the unique attributes or needs of a community. Local governments can identify what sets their locality apart—be it cultural heritage, natural beauty, or innovative business opportunities—and tailor their marketing to highlight these unique selling points.
Principle of Overload: In exercise, this principle involves increasing the intensity of workouts to push beyond current capabilities. For local government marketing, it means adopting more aggressive or innovative marketing tactics to stand out in a crowded marketplace. This could involve digital transformation, leveraging new social media platforms, or creating more interactive and engaging content that pushes the boundaries of traditional governmental communication.
Principle of Progression: Just as athletes must progressively increase their training load, local governments need to continuously evolve their marketing efforts to keep pace with changing demographics, technologies, and societal trends. This means regularly updating and refining marketing strategies to ensure they remain effective and relevant.
Principle of Accommodation: To avoid stagnation, this principle suggests that continual new challenges are necessary. In the context of local government marketing, it emphasises the need for flexibility and adaptability in response to feedback and changing conditions within the community. Regularly seeking out and responding to community input can prevent marketing efforts from becoming obsolete.
Principle of Reversibility: This warns that gains are lost when training stops. Similarly, without consistent effort in marketing, previous gains in community engagement and brand strength can decline. Local governments must maintain an active presence in their communities and continue to innovate in their communication to keep their messaging effective and engaging. Yet it is also important to know when to keep going and when to take time out.
Principle of Rest: Finally, just like in physical training, periods of rest and recovery are vital. For local governments, this translates to taking time to assess the effectiveness of marketing strategies and allowing time for creative rejuvenation. This rest period can be used to gather insights and plan future campaigns with renewed energy and perspective.
By integrating these exercise principles into their marketing strategies, local governments in Australia can more effectively communicate their unique attributes, engage with their audiences, and build a stronger community brand. This holistic approach not only draws from the science of physical fitness but also enriches the dynamics of community interaction and promotion.
Brands are built better together.
Megan
