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I was having a conversation the other day with a man who was having trouble sleeping.  After staying overnight at multiple research facilities, having about every test done you could imagine, he said his problem still persists, although now he has a much more throrough understanding of why.  He briefly explained to the me the different levels of sleep and how each relates to the brain cycle.  His brain was stuck in the first three stages, also known as Short wave sleep (SWS) when a deep sleep isn’t reached until the sixth stage, known as Rapid eye movement (REM).

I guess the marketing part of my brain started to kick in during this conversation and I immediately decided to write down some notes on this topic.  I thought, market strategy is all about different stages, can I apply them to this?  With a little stretching, and a few plays on words, I decided, this most definitely applies to the industry.

In a conversation on sleep, SWS can be used to describe short wave sleep, but when we’re talking advertising, let’s talk “Safe Work Solutions.”  I always read articles about brands taking the safe way out.  I even wrote a blog on the idea that the client, more often than not, gets in the way of a good idea.  My proposal is that the client, in his/her best interest, in an attempt to get the best possible outcome available, needs to strive for REM, or in this discussion, Realizing Emerging Media.

What do I mean?  Well, I’ll give you a brief example.  About a month ago I met with an entrepreneur who had just started a real estate company.  The company has a website, a wonderful location, and a team of agents ready to storm the St. Louis area.  What were they missing?  Word of mouth, publicity, buzz.  Safe Work Solutions (SWS) were used in the form direct mail pieces, press releases, and a newsletter, but the full spectrum of affordable and necessary advertising hadn’t been realized.  A month later, what has happened?  The company has successfully Realized Emerging Media (REM).

The company posts listings on Twitter, Facebook, has a Linkedin profile promoting network connections, has a blog posting relative creative content, and professional pieces of editorial profiling the experience of the real estate agents and venture capitalists.   They’ve moved past the first stages in the marketing process and have made significant steps towards REM.

What happens after REM?  The perfect strategy.  The point where traditional, unconventional, and new emerging media come together to create a relevant, cohesive, deliverable market strategy.  Just like we all strive for the perfect sleep, business should strive for this perfect strategy.

I think I’ve got a decent analogy here that all of us sleep lovers and sleep deprivers can relate to.   Do I see the light or do I just have sleep in my eye.  You be the judge.  Comments are always welcome.

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