Marketing Tips from Around the World: Panama

Last year during the Blogathon I wrote from an apartment in Panama City, Panama, where my husband and I chose to wrap up a ten-month trip. While blogging for the Blogathon again this year, it’s been tough not to think back on those days overseas.

In light of my commitment to blog every day in May and my nostalgia for travel, I thought I’d combine the two. What better way to reminisce than to think about the marketing lessons I learned while traveling?

First edition: Panama

Marketing tip #1 – Take the best of what’s already been done: Red Devil Buses

In Panama City individual bus drivers will purchase old U.S. school buses and refurbish the vehicles for use as part of the privately run mass transit system. The operator of each bus will usually paint the bus and add interesting accessories, lights, rims, etc. The idea is to entice bus riders to choose that particular bus over the others.

They aren’t building entirely new vehicles. Rather, they’re taking what’s already in existence and making it better. (At least they are in theory. Some red devil’s are notoriously unsafe with old tires and worn out engines.)

I think the same practice can be applied in marketing. Look at what’s been done successfully and try it for yourself. Now, you can’t just copy other ideas, but you can use the idea as a foundation for something better. Add a new coat of paint, replace the tires, and fix up the engine so that customers choose you over the others. For example, if your competitor has a blog that’s working to bring them customers, you should create a blog with better design and higher quality content.

Marketing tip #2 – Look at the big picture: El Valle

We took a nice drive to El Valle, a town two hours outside of Panama City, to check out the market and to escape the heat of the city. After returning back home, I looked online to discover that we were in the midst of a volcanic crater. A volcano! I had no idea.

In marketing, it’s easy to get caught up in details such as using the perfect piece of brochure copy or the best subject line for an email. While the details are important, your overall message is what really matters. Make sure you decide on your overarching message by answering that one question before you get lost in the details.

Marketing tip #3 – Don’t take yourself so seriously: Einstein Square

In honor of Dr. Albert Einstein, Panama City commissioned the construction of a marble and cement statue of the doctor’s head. The statue rests at the intersection of three streets and is commonly just referred to as “Einstein’s Head.” A hilarious landmark and a helpful landmark for navigating the city via cab.

Don’t doubt your genius abilities, but don’t forget to laugh either. If you can’t have fun in business, what’s the point?

Check back every day this week for more global marketing lessons. Or, if you want to read more about my travels now, visit Our New Office, my travel blog.

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