AUTHORS' NOTE: AMP Agency does not condone making fun of someone potentially struggling with drug-related issues and/or mental health challenges, the media's irresponsible coverage and promotion of someone who is struggling with drug-related issues and/or mental health challenges, or the movie Major League II.
Please, stop me if you've heard this one: 'I am on a drug, and it's called Charlie Sheen!'?
This is one of many seemingly-mad rants of Carlos Estevez (d.b.a. 'Charlie Sheen'?), who within the past week has launched a one-man cross-media assault (radio, TV, social, print) on pop culture. He hit one million followers on Twitter within about a day. Since January, Google searches for 'Charlie Sheen'? have increased tenfold. It's safe to say these aren't just Two and a Half Men fans, either.
While these Busey-ian quotes may seem completely devoid of any logic, reasoning or mental stability, there are some marketing-relevant applications to them, if you listen closely. After the past week, we've uncovered the following five key lessons for marketers:
1.) Pick One Brand Message, and Stick With It ' Sheen has recently unveiled his one-word personal tag-line, 'winning,'? and he hasn't strayed much off message. When asked if he was bipolar, Sheen promptly quipped back with, 'Wow. What does that even mean? '?¦I'm bi-winning. I win here and I win there, now what?'? Think of brands that you've seen that switch their brand message multiple times per year, or have multiple creative campaigns in market at the same time. It's hard to grow a brand that way.
2.) Think Holistically ' Keeping with the 'win'? theme, Charlie has promised, 'I'm going to win at every moment.'? For shopper marketing folks, this is the golden rule. There are numerous opportunities to influence consumer buying decisions along the 'path to purchase,'? and a holistic mindset helps you win at every consideration point along the way.
3.) A Unique Voice Rises Above All ' Every agency stresses the importance of 'breaking through the clutter'?, but very few brands are able to actually do that. Is it risky? Absolutely. But can it be effective? Yes. Look no further than any one of Sheen's several hundred grandiose quotes from the past few days. They are far more memorable than most PR-vetted answers and statements from an embattled celebrity.
A few that specifically come to mind are:
a. I've got tiger blood and Adonis DNA
b. Imagine what I would have done with my fire-breathing fists.
c. 'I'm tired of pretending like I'm not bitching, a total freaking rock star from Mars'?
d. Touch my children and I will eat your hands off your arms
Clearly, we would never recommend that a brand speak about eating human hands off of arms. Though you do have to admit that in the world of celebrity pop culture, you've probably overheard people say 'I am on a drug, and it's called Charlie Sheen!'? more than any other celebrity quote in the past week.
4.) Plan Better ' On Thursday, he unveiled his latest Sheen-ism 'Ready for my next fastball, world? PLAN BETTER Applies to everything where an excuse now sits. Try it. U won't be wrong. Ever. #PlanBetter'? Seems pretty straightforward. Why didn't any of us think of that first?
5.) Be Prepared ' "I'm sorry man, but I've got magic. I've got poetry in my fingertips. Most of the time - and this includes naps - I'm an F-18, bro. And I will destroy you in the air. I will deploy my ordinance to the ground." EVEN DURING NAPS, this guy is on fire. Good social media lesson here, that while customer service hours are traditionally some iteration of 9-5, social channels are always on and brands need to be prepared to resolve problems at any time. Don't get caught napping. Unless, like Chuck, you're an F-18 while doing it.