Why ‘Doing’ Beats ‘Saying’ in Marketing, According to Justin Oberman

In a recent LinkedIn post, Justin Oberman explores the power of impactful actions in marketing, contrasting them with traditional advertising. Oberman uses the example of WestJet’s 2013 Christmas campaign to illustrate his point that genuine actions, rather than mere words or commercials, are what truly resonate with audiences and drive business results.

Oberman highlights the airline’s innovative approach:

“They decided to make Christmas. They installed a virtual Santa at the departure gate. Asked passengers what they wanted for Christmas. Then, while those passengers were in the air… Their staff went shopping.”

This initiative, Oberman explains, delivered tangible gifts to passengers, creating real emotional connections and memorable experiences. He contrasts the cost and impact of this campaign with typical advertising efforts.

The Power of Action Over Words

Justin Oberman argues that the core of effective marketing lies in performing remarkable actions that naturally generate stories. He posits a clear chain reaction:

• Actions create stories.
• Stories create content.
• Content creates coverage.
• Coverage creates awareness.
• And awareness drives business.

According to Oberman, many marketers overlook this fundamental principle, focusing instead on superficial efforts.

“Because anyone can write about the Christmas spirit, but WestJet actually showed it,” Oberman states, emphasizing that demonstrating values through action is far more persuasive than simply talking about them. He criticizes conventional marketing tactics such as:

• Another commercial about giving.
• Another CEO photo-op at a charity.

Instead, Oberman advocates for “doing something worth talking about.”

Socially Powered Marketing: The Unpaid Sales Force

A key takeaway from Oberman’s post is the concept of “Social Powered Marketing.” He explains that when a company undertakes a truly remarkable action, it effectively turns its audience into its marketing department.

“When you do something remarkable, people do the marketing for you.”

This organic spread on social media, Oberman notes, can achieve significantly greater reach and impact than a large traditional media budget. He credits this strategy to insights from Jason Mitchell and Ly Nguyen at Movement, who, according to Oberman, would define this as “Social Powered Marketing.”

Oberman stresses that this approach bypasses the need for expensive media buys because the inherent newsworthiness and shareability of the action generate widespread organic coverage. The focus shifts from paid promotion to creating genuinely engaging experiences that people want to share.

The Bottom Line: Authenticity Drives Business

In conclusion, Justin Oberman’s analysis, centered on the WestJet example, serves as a potent reminder for marketers and business leaders. He asserts that authentic, action-oriented initiatives, rather than purely promotional content, are the most effective drivers of brand awareness and business growth. By focusing on creating remarkable experiences, companies can harness the power of their audience to amplify their message organically, achieving results that far outweigh traditional advertising efforts.