Marketing a diva: the boffin
The secret weapon. Their expertise is specific, probably esoteric, they are not generalists. Businesses lucky enough to have them have a powerful brand ambassador both internally and externally.
The Boffin diva usually presents less worry for management and are often regarded by their peers as the ‘dignified face of marketing’ as they don’t seem to have to try too hard, they don’t seem to schmooze and do little self-congratulating. They are the epitome of elegance, intellect and modesty. And yet… they do market but in a different way.
Incredibly knowledgeable in their field, the Boffins have deep relationships with many of their contacts, and they know a lot of people. Their network has developed by being fabulous at what they do. They have an almost forensic understanding of the needs of their clients and the ability to build trust very quickly. They are quieter than the Celebrity diva but do not struggle to bring in and keep good work.
While doing the ‘best job possible’ is the best form of marketing (and a constant refrain!), businesses need to articulate their value so their target markets are aware of their brilliance; the legend of the Boffin diva needs to reach beyond their own network. You can’t shout about it all the time – and sometimes you can’t talk about it at all for good reason – BUT you can demonstrate the value they bring. This can be done in the usual ways: commenting on relevant items in the news agenda and giving insight; publishing testimonials even if anonymous (very obvious but I am still surprised at how few businesses do it well) and by telling your colleagues about it.
Boffin divas are often happy with a quiet spotlight and from time to time, may be persuaded to speak at an event (AGM, big client ‘do’ etc.) and when they do, people listen. Business leaders can use them to talk about other things that are important to the firm; they are respected and can help to rally a crowd and support when needed.
For the Wannabe Boffin Divas:
Ride the coattails of the Boffin diva, celebrate their successes, share stories of how “we” helped our clients when they needed it most, and the perspective you shared.
Finding opportunities to work with this diva is not usually hard and they are happy to share their knowledge. The difficulty is feeling about 20 years behind them, worrying “will these clients ever take me seriously?”. The insight the Boffins divas bring usually comes from being on the ‘inside’, having dealt with the same situation before. However, being astute and sharp doesn’t necessarily require experience; it’s the ability to see things through a different lens.
Your background, experience, education and curiosity will be different to the Boffin diva’s, this diversity is what differentiates you and the insight you will bring. Your fresh perspective could solve a difficult problem or even turn an industry on its head. You could be a disruptor, all because you see things differently.
You may be about to bring a shift in client expectations. The Boffin diva found their path, their specialism, by bringing something different to the person that did it before them. Find opportunities to share your perspective, what needs to change and have an opinion. It may well differ to the divas but still be complementary. Together you could be a tour de force. Maybe co-author a blog or piece of thought leadership? Be ready to take up an invitation to meet a client, speak at an event, provide comment to the press when the diva cannot. But make it happen by yourself too. Share your thoughts, not too quietly but in your own considered way/from your perspective and start to shape the conversation.
Lastly, if you are a wannabe Boffin diva, without a Boffin to stand alongside in your current company, look out for ‘Making of a Diva’, the last article in this series.
Next in the series: The Visionary Diva (COMING SOON)
