Brands strive for engagement, interaction, feedback. Marketing experts, people who "... eat inspiration and s#!* success," chase trends:
If you're not on Twitter, you're losing the race.
If you're not pinning on Pinterest, your business will fail.
If you're still using Facebook, you're so behind the times.
If you're not sharing on Instagram, you're an idiot.
I find it difficult to keep up with which social media platform is at its peak, which is waning, and which is about to take off.
I saw an idea the other day that tapped into a distant memory: Sitting in a doctor's office in 1975, that antiseptic smell, the nurse with the white uniform and the hat. The doctor was a GP. He treated kids, moms, and dads. In the magaizine rack there was always a copy of Highlights. That little magazine had the coolest games. "Find the difference" puzzles. Word search puzzles. It was engaging.
My wife, Kim Green, remembers a similar pub from that era: Weekly Reader was her go-to source for interactive fun.
Here's the thing: While Twitter enjoys its meteoric ascent, peaks, and then slowly falls back through the stratosphere, burning off layers on reentry ... While Facebook struggles to find a way to squeeze dollars out of every possible crevice ... While Pinterest dies on the vine and Instagram leads the pack ...
Highlights is still in print and has a circulation of over 2,000,000. Nearly eight million readers pick up and read Scholastic News every week. (Scholastic News is what became of Weekly Reader.) These are print publicaions that have been around since the early 1900's.
The idea I saw that sent me wandering down these paths was a markteting guide designed like a coloring/activity book. It was brilliant. We're working on a new day-long seminar with Pursuit Magazine. I'm thinking ... maybe an activity book might be a good idea. For starters, you could check out this cool word search puzzle.