Weddings, Parties, Coronations?

I had to chuckle a little at the spin coming from the press over the latest Newspoll showing there is a drop in support for moving Australia to a Republic.

In case you have been living in a box with not TV, internet, radio or other media – there is a royal wedding coming this weekend.  As bizarre as it sounds – the Australian population, in general, loves some solid “Pomp and ceremony”.  The romance of the bride [Princess to be] “Ohhh – doesn’t she look beautiful..”  And the handsome prince – who will be in some fancy uniform or other – the choice of which will be explained in detail – will be stuff of legend.

How to fill newspaper columns?

In the middle of such “royal wedding-o-phile” prattle, the Australian newspaper commissioned a poll to determine support for an Australian Republic.  Despite the numbers in support of a republic being down – they still outnumber those against it.  [41 to 39%].   With the time of the poll,  I suspect that the Australian was both having a little fun – and also generating some text to fill its columns.

A decrease in support for moving away from a republic is going to be affected by a Royal Wedding – but the more serious effect I think comes from an apparent “leadership vacuum” at the top level of Australian politics.    If the poll also asked “Who would you like to see as the first Australian President if we were to become a Republic on New Years Day 2012?”

How would you feel about our current PM or opposition leader having the post?

There is saying that “nature abhors a vacuum“.  In this case, the vacuum at the pointy end of Australian politics (plus a nice wedding) may be starting to make the British Royal Family look less abysmal.  So why are they the “Royal Family” again?  Wasn’t the dynasty founded on the leadership/power grabbing abilities of one ancestor of the current team?

Is it raining “Princes”?

I foresee that the inertia has held the current British Royals  in place will be functional for some time yet.   The power of the Royal PR department – is immense.  What are the odds that something big is in the wind?  Earlier this year we had a Prince “touring” the Qld floods – looking stoic – meeting with the suffering ‘commoners’.  He also visited NZ  to “help” with their earthquake.   Now a wedding!

John Howard is reported as stating that there will be no movement to an Australian Republic while lovely Queen Lizzie is on the throne.   A pompous wedding would be an powerful way to position the “Commonwealth” for a new King in the medium term.  Wow – a wedding,  and then an even bigger event to gong the new King.  [Do we get a new Queen as well?]

Eyes will become misty at the sheer romance, grandeur and wonderment of it all – especially with the Brits.  Union Jacks will cover the cities, and emotive sing-alongs will burst verdantly from the throng.  The Poms would have little resistance – and little choice as there does not appear to be an organized “Republican movement” there.  [Umm would that be 'Treason"]

And here in Australia – there will be a solid effect.  Just the wedding will dominate TV, internet and all other media.  I have not seen the ‘momentos’ appear on the market here yet.  And the feeling of  Australian “ownership” of the British Royals will grow.

How did the Royals go last weekend?

It is just like your favourite football team.  After a long period of average play and results – you might ask – how did the Cowboys (or Magpies or whatever) go last weekend?  But as soon their  quality improves, we “join” with them and ask “How did “we” go last weekend?”.

The Royals are about to “lift their game” so that “we” adopt them again.  So that we make them “our” royals again.

And this matter to how we do business in Australia?  Not really.  The rules of business will remain constant, and successful business owners will continue to simply work within whatever framework exists to build their success.

As for marketing – the coming Royal Wedding [and the likely UnQueening and then the Coronation] are great events to have as a “reason why” you are having your own event for your business.

Events are great for business..

In fact – to celebrate the joining of whichever Prince it is with his lovely Sheila – I am giving away Three (3)  90 Minute Business Success Building Sessions to Townsville business owners who want blunt “second opinions” on their businesses.

If I was a white goods shop – I might have a competition where everyone who buys something over $xxx goes in the draw for a really cool 3D TV so you watch the wedding…

What can you do in your business to “piggy-back” on this event?  And on other events?  Have you got a list of all the ‘events’ – everything from Mother’s Day to Cheese Week.   AND – you can borrow from current events if there is no decent event to ride on.  All you need it do is decide to do more marketing.

The “marketing rule” to follow is to ALWAYS have a reason for a sale or promotion.  Even if it is lame.  And obviously you have done the maths on having a ‘Sale” using the Price Effects Spreadsheet BEFORE you start the process.  Even if the “reason why” is “we ordered too much stock” or “My thickie manager (who is now hoping that you come in for this sale so that he gets to keep his job) ordered the wrong products and the manufacturer does not want them back.”

Cheers

James Hooper

Ps – please feel free to nominate in the comments below anyone you think might be a great Aussie Prezzident.

Art by Georgia