What Cicadas Teach Us About Buzz-Worthy Marketing

By Joe Szynkowski

Something’s been bugging me.

Every 200-something years, two specific broods of cicadas emerge from the ground at the exact same time.

If you haven’t heard, the time is now.

The rare dual-emergence of cicada broods XIX and XIII has been a sight to see, making their first simultaneous showing since 1803.

My dog is pumped.

As I type this, she just picked off another cicada out of mid-air (not sure which brood, the ones with the creepy red eyes, though). This is at least her 10th high-protein snack of the day.

Which got me thinking…

What will the world look like when the next broods cross over in another two centuries? I mean, we weren't even driving cars in America two centuries ago. Heck, we were barely even America at that point.

The cicadas of 2224 will probably come out and immediately be zapped by flying robots.

Cool stuff.

I don't know about you, but with how things are going around here, hiding underground for the next little while actually sounds like a decent plan.

Anyways, we have a lot to learn from cicadas when it comes to marketing and communications.

Yes, there is a marketing and communications focus to everything.

If you're looking to make some noise with your brand this year, be one with the cicada and follow these tips.?

Embrace Your Life Cycle

Just like cicadas, effective marketing involves long-term planning and the development of strategies that consider future market conditions. This teaches marketers the importance of patience and timing in campaign launches and product introductions. Odds are, your brand will not still be alive in 200 years, so own your market position now and fly high.

Put In the Work Behind the Scenes

Cicadas spend years developing underground before emerging. This mirrors the behind-the-scenes preparation necessary for a successful marketing campaign or product development, emphasizing the value of groundwork and preparation before launch.

Make Some Noise

The loud mating calls of cicadas are meant to stand out and be heard over others. In marketing, having a unique selling proposition (USP) and communicating it loudly and clearly can help cut through the competitive noise, ensuring that the message reaches the intended audience effectively.

Know Your Audience

Just as there are many types of cicadas (3,000 species globally), each adapted to different environments, marketers and communicators must tailor their messages to diverse audiences. This demonstrates the importance of segmentation and personalization in effective communication strategies.

Own Your Region

Cicadas are found in specific geographies where they thrive best. For marketers, this highlights the importance of geo-targeting and localization of marketing efforts to fit the specific needs and preferences of regional audiences.

Enjoy these parallels between cicada behaviors and effective marketing and communications strategies to help you think creatively about how to plan, execute, and adapt your campaigns to be as effective as possible.?

Or enjoy them as a snack.

The customer is always right. Right?

By Dave Lustenberger

Well, most of the time. For creatives, especially those that are just entering the world of freelancing, the "Change this," "Add this," "I need it NOW," and "You know, my cousin Paulie took a design class in 1977" can make the whole process feel a little bit like a Rocky Balboa body blow.

Do I hear a 10 count?

Was that the bell? Wait, please don't throw in the towel!

Creating a healthy business/client relationship takes willpower, plenty of persistence, and yes, training. But streamlining the creative process is easier than you think, as long as you're willing to put in the work. ?

Here are a few pointers that I've picked up over the years:

Know Who You're Getting in the Ring With

Do your homework and learn as much as you can about the potential client. I say "potential" because there are times when a client or project isn't a good fit. Learning to say "No" and when to turn down work isn't easy. But the sooner you figure it out, the less likely you are to get sucker-punched later.

Communicate Early and Often

It's critical to set clear expectations right from the start. Establish boundaries and timelines.?Discuss the number of revisions allowed, your rates, and what the preferred method of communication is for both parties. This is where a?signed?contract or SOW really pays off.

Underpromise and Overperform

Don't promise more than you can deliver and be honest with yourself and the client. Know your strengths and weaknesses, never pretend to be something you're not, and don't sacrifice quality for dollars. If you do, you're gonna get exposed and knocked the *!$# out.

Don't Take Things Personally

When you pour your blood, sweat, and tears into every project, odds are you're going to take it on the chin. Clients are going to give feedback and?request changes that you may not agree with. Heck, they might even (gasp!) hate some of the things you create. ?

But when you get hit with feedback, pick yourself up off the canvas, take a deep breath, and fight even harder to make them happy. Worst-case scenario? You finish the job and reevaluate who you got into the ring with (See above).

Own Up to Your Mistakes and Stay Humble

We all make mistakes. The important thing is that when you do (and you will), take responsibility for them. Nothing earns the respect and trust of your clients more than admitting when you messed up. Besides, no one likes a know-it-all, especially when they don't know it all. And no one does. ?

Follow Up and Stay Connected

After the project is complete, go the distance to stay connected with the customer. One of my favorite things to do is to send my clients a handwritten note. It's a great way to hit them in "the feels" and it'll make you look cooler than an Italian Stallion. ?

Plus, you never know, it might lead to them hiring you again or referring you to someone else. It's a win-win and the sequel you didn't see coming.

Two Under Two

By twentytwo friend Kate West

We asked people from all walks of life to take two minutes and answer the following two questions:

1. "When you were seven, what did you want to be when you grew up and why?"

2. "Looking back, what advice would you give your seven-year-old self?"

At 7 years old, my dream was to become an architect. I would pretend that large pieces of drawing paper were blueprints, and I would draw out various versions of an art studio that was designed entirely of windows on the top floor of my imaginary house.

If I could offer advice to my 7-year-old self, it would be that being an architect is not the goal. If making art surrounded by light with a great view is the goal, then make art and hire the architect. Be clear on your goals and the roles that accompany those goals. Concentrate on your strengths and provide opportunities for others to shine in theirs.

We've got more of these gems. Check them out here.

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