It’s Leap Day, which to the more pessimistic among us means an extra day tacked on to February – the cold, sunlight-deprived month separating us from March’s promise of spring.
For the glass half full types, it’s an extra day to make the most of, an opportunity waiting to be seized. Whether it’s checking a task off our to-do list or giving back (see the multiple philanthropic campaigns tied to Feb. 29), it’s bonus time. In Louisiana they call it lagniappe (pronounced lan-yap) – a little something extra.
This extra day makes 2016 a Leap Year, which by way of background occurs approximately every four years, a way of correcting the discrepancy of the 365-day Gregorian calendar with the actuality that it takes Earth 365.2422 days to orbit the sun. Those other 365-day years are called “common years.”
Common: that which is typical, routine and familiar. Common is comfortable, and there’s nothing inherently wrong with sticking to what we know best, especially if it works. But common also means ordinary, and ordinary can turn stale.
After all, if all you have is a hammer, everything looks like a nail.
Instead, what if you take this uncommon year as impetus to rethink convention, incorporate different tools, try something different? To take a leap?
As strategic marketers, we’re tasked with creating comprehensive, nimble marketing plans designed specifically for each client’s unique needs and goals. We call them formulas, and our job is to take the assorted, dynamic tools at our disposal and craft a plan that tells your story and gets results.
And if we’re doing our jobs the right way, we’re taking special care that our formulas anything but formulaic. Because while we take lessons from every client, evaluating what is working and what is stale, we learn that one size doesn’t fit all.
After all, who wants to be common? A little lagniappe goes a long way.