Meeting and getting to know Geriann Wiesbrook at Social Media Marketing World 2019 was a treat—assuming you like spice.
Within, I don’t know, 3.5 seconds the woman was up in my grill regarding my feeble attempts at creating and growing an active Facebook Group. Hate to say it, but she was right—and given her track record with her near 16K-member Military Mama Network group, she knows a thing or 50 about the subject. But this post isn’t about that. It’s about the power of showing, not telling—especially during the holiday season.
Take a look at this spot, then read on:
Just think about it for a sec. Soldiers deployed overseas. Family back home half a world away. Kids wondering if Mom’s ok. The heart-tugging script practically writes itself.
Many non-profits would take that and run. Tears make wallets open, giving the giver a quick dopamine hit of holiday cheer. Ah, but Geriann doesn’t play that game. And apparently, the creatives involved with marketing Facebook Groups don’t either.
Why? ‘cause her Military Mama Network group doesn’t serve up ‘thank you for your service’ lip service. It’s an active, ‘get up and get going, soldier!’ gathering of can-do moms and others for whom feeling good isn’t as important as doing good. How do I know that? Geriann’s TV spot SHOWED me that.
Now, I’ve never talked with her about the group’s ‘brand foundation,’ and frankly, I don’t need to because I can see it in action in this TV spot. It literally SHOWS that Military Mama Network is about decisive, effective action that is dedicated to supporting those serving the USA overseas—and at home.
Pity Party? Not on Military Mama’s watch.
While I’m sure there’s a lot of emotional support going on in the group, my guess is much of it is tied to concrete action from the members who’ve been there, are still there, or are honoring the memories of loved ones no longer here.
It would have been so darn easy to create a seasonally flavored, Hallmarkian TV spot that blended blandly into the broadcast eggnog. Instead of that, they created a commercial that shows who they are, what they do, and how they do it—and in a way that’s certainly going to break through all the trite sleigh bellshite we’ve come to expect of the season.
Let it SHOW x 3.
Good job to all y’all Military Mamas (and dads, wives, husbands, sons and daughters). You’ve told your brand story the most powerful way possible; You showed it. And Facebook, good on you for showing why your site’s groups might be something much more than personal data flytraps.
Are you a service member or family looking for a little Military Mama love? Check out the group on Facebook. And if you’d like to support the Military Mama Network’s mission, visit militarymamanetwork.org
– dp
