Yes, today marks the day that the famous weather-predicting Punxsutawney Phil decides whether we are going to have six more weeks of winter or early spring. Most New Englander’s are thanking the little groundhog for blessing up with the latter. When I think of Groundhog Day, my mind drifts to the classic 90’s movie of the same name starring Bill Murray. I believe as marketers, we can learn a lot from this cult classic.
For those of you hiding under a rock who haven’t seen Groundhog Day, Bill Murray plays an arrogant weatherman Phil, who finds himself in a time loop, waking up to February 2nd, to “worship a rat.” Phil tries everything he can do to end the madness, even kidnapping Punxsutawney Phil, but he keeps waking up to Groundhog Day.
Phil’s change in attitude is what breaks him free of his time looping nightmare. Instead of being an arrogant and negative schemer, Phil uses his gained knowledge of the townspeople to create the ultimate Groundhog Day celebration for the town of Punxsutawney.
The movie, in short, is based on listening, caring, and communication. Phil is stuck in his personal nightmare because he doesn’t listen or care about the townspeople. Marketing works the same way. In digital marketing, you can’t cheat your way to rank high on a search engine. You can’t assume your messaging or your marketing is what your clients want to see or hear. You need to listen to what your customers are telling you and celebrate their loyalty. You need to show them you care and keep the lines of communication open. If you don’t, you’ll just be living out the same failed campaigns over and over again.
The key takeaway: To get out of failed campaign loop, listen to your audience and let them know that you care.