Lessons from the "Great Detective"

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I've been a Batman fan since...well since the 90's. Other kids were aspiring to be like Superman when they grew up--practically invincible with a Kirk Douglas chin--I on the other hand was drawn to the mysterious allure of the Dark Knight. There was something about his melancholy and generally disinterested attitude toward others, his "gray area" moral standards, and his uncanny ability to be reborn an infinite number of times within the DC Universe only to have another area of his complex psyche become the focus of  new comic, movie or animated series.

There are a lot of things that can be learned from everyone's favorite Vigilante Playboy--like money can't buy happiness or women in leather body suits can't always be trusted--but did you ever stop to think that Bruce Wayne could teach you a thing or two about...marketing??

Be a Detective
Batman has been referred to by a lot of names, and with Christian Bale dawning the Cape and Cowel most recently in the Dark Knight film, people tend to forget that even though The Batman is a heroic figure for justice, in his essence, he is a detective pure and simple. With no superpowers, psychic ability or even a Steven Hawking rated IQ, he manages to solve crimes and apprehend criminals by use of his sheer intellect. How? Partly by paying attention.

It sounds simple enough but paying attention when it comes to marketing is hard work and takes a lot of time. There are 3 main areas that should always have your attention:

1. Your customer's demands
2. Your competitor's service
3. Your own efforts

You'll find that if you pay closer attention to customer demands you will identify ways to improve your product or service. If you keep tabs on your competition, you can keep up more easily with trends in the market or even simple sales promotion. If you scrutinize your own efforts you'll know what you're doing now, what you've done in the past, what works, what doesn't and what you might like to try. Now that you've armed yourself with information you can conduct business more effectively.

Some people call it Market Research, but it's really just detective work. Just pay attention, gather information, then put the pieces together to create a personalized marketing plan. It's a simple notion that will pay off in the long run with the right amount of hard work.

Have a Database
In the Batcave there is a giant computer. Batman's database. Since he isn't super-human, there's no way he could be expected to remember all his case notes or analyze compounds just by looking at them--that's what his tech is for.

Ok, so you've started paying attention to your business surroundings. You have your notes and your ideas about how this puzzle should fit together. Now what? Make a database. I use the term loosely to refer to any collection of information...not just spreadsheets and forms. Its important to organize what you've amassed into something useable. Have a lot of business cards you've collected from clients or prospects? Scan them and create a computerized version of a rolodex or go low tech if you don't want to spend the money on new software and just type them up and save an electronic file. Know about competitor promotions? Make up a calendar detailing the dates then put your information in right beside it. Whatever it maybe you've collected, turn it into something you can use.


Even Loners have a Support Staff
It's no secret that while Bruce Wayne may have been the outgoing type, Batman was decidedly less...amiable. But despite his gruff nature he still managed to have helpful friends. Justice League aside, Batman had his faithful butler Alfred, crime fighting companion Robin and eventually another sassy compatriot Batgirl, to help out (even though he acted like he could handle it all on his own, regularly).

Sometimes marketing can be too big a job for just one person, or it may be the case that what you're doing is outside of your realm of expertise. That's ok, just ask for help. If you decide that you want to send thank you letters to customers who purchased from your new holiday catalog but you aren't a very good writer--ask for help. If you aren't sure what kind of commercial you should have to promote your car dealerships 4th of July sale--ask for help. If your latest product has customers beating down the door to buy and you can't possibly fill all the orders yourself--ask for help. Help can come in the form of a friend, colleague, family member or paid professional. Use the resources available to your advantage, there's no shame in asking for help--especially when it will lead to greater business success.

Other than having the best array of villains of all time, Batman can--and does--teach us a lot about ourselves and the world. Smart decisions are made with good information, working smarter means a better use of your tools and British butlers are the best at keeping secrets. Maxims to live by for one and all.