Glee is definitely one of my favorite TV shows – it’s full of teen angst, song, dance and direct marketing take-aways.  Yes, you read that correctly, the musical, dramatic comedy on FOX can teach direct marketers and their nay-sayers the importance and continued relevance of the direct marketing industry.

1. Bring back the old and make it new

For those of you that are either new to Glee or have never heard of it, the show deals with the repositioning of the old Glee Club into a new musical group and the trials and resistance the members face along the way.  They created something new and relevant that people wanted to join out of an old idea.

Direct marketers need to take the well-established tools and ideas of our industry and reinvent them to fit into modern society.  The original concept behind direct marketing was to directly reach out to customers – that has not changed.  We just need to redefine how we directly communicate and engage customers.

2. Be successful without worrying about popularity

Think back to your high school days – being a part of glee club was not – and probably will never be – as popular as being a jock or a cheerleader.  But, that doesn’t stop the New Directions from setting their goals high and succeeding.

Even amidst all the discrimination and bullying, direct marketers need to stop worrying about being the popular choice and focus on getting results.  Are clients switching to cheaper, more popular forms of marketing?  Remind them of the impact you make.  For example, this recent article from the Wall Street Journal describes how old-fashioned, personalized direct mail pieces can actually make a stronger impact than digital media pieces.

3. Accept that it’s ok to be both

Many members of the New Directions aren’t just in the glee club – they are also cheerleaders and football players.  They struggle with figuring out how to be faithful to both of their tribes while receiving criticism and ridicule to being attached to such an unpopular group.  While balancing their two, separate interests, they come to accept that while their loyalty to one group may be stronger they are still a part of both groups – and it’s ok.

While direct marketers aren’t getting slushies thrown in their faces, many do struggle with identifying what tribe they belong to in the digital world.  Unless they’ve been living under a rock, most are actively involved in social networks and understand the importance of maintaining an engaging online presence.  It’s ok to acknowledge and be a part of the popular crowd and still be a direct marketer.  Use that opportunity to educate others about the benefits of direct marketing and debunk any lingering myths.  Marketing is at its most powerful when integrated.

4. Stand up for what you believe in

A major theme throughout the entire series is standing up for what you believe in.  The members of the New Directions suffer many setbacks for choosing to be a part of glee club.  They get slushies thrown in their faces and are the victims of countless pranks.  Their director, Will Schuster, constantly battles the cheer coach – who has it out for him – for money to fund the needs of the club.  And in the end, even with all the resistance, the New Directions succeed in making it past sectionals into the regional competition.

Are you supposed to stick up for direct marketing when other marketers ridicule and criticize it for being old fashioned? YES!

Are you going to fight when someone says direct marketing is useless and their funds should be allocated somewhere else? YES!

Why?  Because you believe in direct marketing.  Because you see the impact it can make on reaching a company marketing goal.  Because you know it still is a valuable marketing tool.  Don’t let anyone tell you otherwise.

Don’t be afraid of the slushie.

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