When people look back at the 2012 Academy Awards, they may have a hard time remembering the winners but will likely remember Angelina Jolie’s dramatic onstage appearance.
Jolie, who was in front of the audience to announce an award, took a moment to put one hand on her hip and stick out the opposite leg. The model-like pose showed the world that she was wearing a very fashionable dress and has at least one attractive leg.
Perhaps in a salute to the film, “The Artist,” all of this happened without Jolie saying a word. Or at least, that is, until she announced the nominees.
Minutes later, the actress, who was not even nominated for an award, was a hot topic of the event and water cooler discussions.
Why should you care about this? Because in a auditorium full of top performers, Jolie, managed to make herself memorable in what could be described as saying, “Hello world, look at me.”
Can your business do the same in a crowded marketplace? Here are some tips to help you Clear the Path to staying top of mind with your customers:
Commitment: My research team found that Jolie was totally committed to showing off her leg/dress. It turns out she had been striking the same pose while walking the red carpet prior to the ceremony. Perhaps this was part of a marketing deal with the dress creator or a marketing strategy by the woman who was in the dress.
Whether you like or hate the pose, you have to appreciate that Jolie committed to it. Do you fully commit to your goals? Very often we start out excited and then take our foot off the gas. This happens when you try something new, whether it’s a marketing strategy or a diet. Have the courage to stick to your plan.
Decide How You’ll React: Jolie didn’t appear upset when the very award winners she introduced, mocked her stance. I am sure that when she decided to do this stunt, she thought about how she would react to people afterwards. She didn’t laugh or run to the nearest exit. Jolie acted like she didn’t even notice and was in her own little world.
It can be hard to predict people’s reactions but you can prepare for them. How will you act when an unhappy customer confronts you? How will you respond to a tough question, during a press conference? If you plan to say whatever comes into your head, then you might be in trouble. This is where you’ll often find the seeds of public relations disasters.
The Oscar nominees know what they’ll say if they win but they also know how they’ll react (with the camera’s watching) if they lose. Think about how you want to represent yourself and your organization during good times and challenging ones.
Seize the Day: While Jolie’s pose might be a little silly, it was something new in the 84 year history of the Academy Awards. The ceremony has seen people do one armed push ups, walk on top of seats on the way to the stage, and have winners spontaneously kiss unsuspecting presenters. So Jolie gets points for creativity.
What could your organization do that’s creative? Very often, the only thing that separates you from the competition is the name on your business. Think of it like this: If you had one moment, in front a global audience, to make yourself memorable, how would you do it and how would that be original?
Bottom line: A lot of preparation goes into spontaneous moments. Are you prepared?
