MARKETING MATTERS - 3E Trilogy: Entertain, Educate & Engage...Become an Infotainer

In my previous column (May 2012, page 24-25), I provided a general overview of my four trilogies and four simple steps to implementing a social media strategy. In this column, I’ll explain in greater detail my 3E Trilogy “¦Entertain, Educate & Engage.

Now, it doesn’t really matter if you’re in the Life Science industry or frankly any other marketplace. The fact is that effective communications means commanding and keeping your audience’s attention, and the most effective way to keep their attention is to entertain them.

One of the best teachers I had in high school was my history teacher Mr. De Nooyer. He was someone who clearly understood the importance of entertaining to educate, and he engaged every student, even those with challenging attention spans. As an example, he would dress up in colonial garb when he was discussing the Revolutionary War. He even wore a German uniform and spoke with a German accent to dramatize the unspeakable evils of the concentration camps of World War II. At the time, we all thought he was nuts, but the truth is, he was a master communicator. His classroom antics and theater helped the lessons “come alive” in an incredibly entertaining and memorable way. It’s been more than 40 years since I sat in his class, but I can still remember his lessons like it was yesterday. Mr. De Nooyer was a teacher’s teacher and an incredible salesman.

With today’s technologies and multiple social media outlets, Mr. De Nooyer’s entertaining lessons could have been delivered and distributed to an infinite number of virtualclassrooms and inquisitive students throughout the world.

But while YouTube, Facebook, Twitter, LinkedIn, Pinterest, and all the other social media outlets deliver content to the right targeted audiences, they won’t gain an audience if the content isn’t entertaining.

The key to implementing a successful social media strategy is the development of interesting content and, of course, the creative execution. You’ve all heard the saying, “Content is King,” and it’s absolutely true, but only if it’s presented in an entertaining manner.

By now everyone knows video is the most efficient and effective communications tactic used throughout all websites, blogs, social media networks, and mobile apps. Just as Mr. De Nooyer was never embarrassed about wearing uniforms or acting in front of the live class, you shouldn’t be self conscious or feel silly reading from a teleprompter in front of a video camera.

So let your creative juices flow and become an “Infotainer” with the ultimate goal of entertaining your audience. If you develop good content and creatively present it, you’ll educate your audience and engage them in ongoing communications. Engagement acts as one measurement matrix of your content and creativity, and is an indicator of whether you’re doing a good job communicating.

Entertain, Educate & Engage “¦ my simple 3E Trilogy to better, more effectively, and efficiently leverage social media communications to achieve your company’s strategic marketing and communications initiatives!

David F. Scelba is the Founder and Chairman of SGW Integrated Marketing & Communications and is a Partner at LifeSciencePR. He is responsible for the development of the company’s new interactive products and services and plays a key role as senior strategist for developing clients’ integrated marketing communications programs. He is also involved in researching and investigating acquisition opportunities and for initiating negotiations on behalf of the company. As a consultant to the broadcast, computer, and telephone industries Mr. Scelba experienced the technology convergence first hand. This unique background provides him the ability to develop innovative products and services that generate the most cost-effective and efficient marketing strategies available today. His diversified B2B, consumer, and retail experience encompasses industries such as: automotive; biochemical; broadcast; education (K-12- colleges/universities); healthcare; hospitals; life science; microwave; pharmaceutical (research/drug delivery); political; professional video/audio; medical; telecommunications; and more. He is a keynote motivational speaker whose audiences include marketing professionals, college professors, MBA graduate students, and undergraduates seeking careers in the marketing- and communications-related industries. He also mentors business and government leaders on the use of technologically innovative tools for better communication with their targeted audiences. Mr. Scelba earned his BA and MA in education, a CFP Certification, with series 6 qualifications, Health/Life and Real Estate Licenses, which contribute to his common sense marketing philosophy.