Tuesday 2¢ - Rain, The Very Thing

I'm really not sure about this one - celebrating the rain in the UK?

It’s raining outside my office today, it’s grey and damp. As I live in the UK, this is not usually worth noting. In fact, I am normally pretty down about it, to be honest.

This is a feeling that bonds us Brits and feeds our obsession with the weather, as we have a very narrow operating window. We moan equally when it gets too hot, as well as when it is frequently rainy and miserable, like today.

Yet today, as we emerge from an unseasonable heat wave here, and the garden resembles downtown Tombstone, all tumbleweeds and dust, the rain is very welcome and is to be celebrated.

In fact, I just did a thing that I don’t think anyone in the UK has ever done and complained to my wife that it’s not raining hard enough.

Proof that even the most dull, unremarkable, ubiquitous thing in the world, a rainy day in the UK, can be the very thing for someone.

And here we go, stating the bleedin’ obvious, as I use a dull, rainy day as an analogy for marketing, it’s all about context.

A couple of weeks ago, if you’d called at my house hawking the promise of rain, I wouldn’t have been interested; today, I can’t get enough of you. After all, who would expect a heat wave?

And it’s the same for our audience and prospects. It might feel like our outreach, brand activations, emails, social posts, paid ads, and all of that feel like the seemingly ubiquitous and constant British rain.

But one day, if you know your market, there will be a heatwave, and you need to be there when it happens - and your rain will be the very thing.