A Fresh POV

The letters POV are used when referring to a camera angle. It is the camera’s POINT OF VIEW. In essence it is all that the camera can “see” from its position. People and cameras are somewhat alike except cameras are moved around for another scene while people are sometimes stuck in a mental POV that’s hard to change.

If you are a CEO, product/brand manager or general manager, you no doubt value having other POV’s added to the discussion when critical decisions are being made. Steve Jobs admits the hugely successful iPhone would not have been possible without considerable input. Some early thoughts were changed but more importantly some here-to-fore unconsidered additions were made. Knowing how innovative Apple is, that probably comes as no surprise. But there is a twist.

What has changed in recent years is the angle of the POV. Businesses used to require that it came from inside their industry. It’s was, however, a way of thinking that didn’t allow for much innovation…just “me too” watered down. Kind of like everybody in the family ordering up the same desert at a restaurant. Today, smart marketers see it differently. “It’s not a matter of looking outside the box,” a recent client told me, “it’s having the guts to obliterate all boxes so we get a clearer view of the landscape.”

A POV is nothing more than a static position taken at some point in time and even the widest camera lens can’t see everything. If medical patients are smart to get a second opinion, good marketers are also smarter when they get another POV, especially when it comes from outside the box.

Call us. We have some great examples of fresh POV’s that literally changed product history.

Mark Alison

Business Accelerator

The Alison Group

Doctors and NASCAR

“We’re just about out of space.” That’s what the practice manager told us barely five years into the relationship and after moving into a new 31,000 square foot facility. No doubt, the growth is a combination of good medicine, good service and good branding.

As many physician groups do, this one had an unwieldy corporate name. The palatial  offices said “expensive” to the general consumer. But the homogeny of bringing six doctors with complimentary skills together was a brilliant idea whose time had come. 

We branded them “The Eye Guys.” The purpose was to overcome the perceived intimidation factors and own a category in the patient’s mind. The campaign has always been mass media to target, directed heavily by the service line. Two focus groups later we knew we had hit the mark. 

Patients have responded very well. The latest TV commercial portrays the docs as a not so savvy NASCAR styled pit crew. “They don’t know much about pit crewin, but these guys know eyes,” is the line the crew boss says explaining that they worked on his cataracts. It is the second in a series of commercials with a similar tag. The first one, an NFL spot that won a “Best of Show” distinction. The race theme resulted in patients giving track nick-names to the docs and asking if they do tune ups. This kind of approachability builds lasting relationships.

Bringing it home, the stand up banners inside the practice support the theme. The campaign launch party brought all of the staff together in the winners circle. 

At Alison we believe consistency pays off.

If there is a better way to market your company, we’ll know it.