Life’s A Beach, et al.

Let’s share a dirty, little secret. (It’s a biggie)

Here goes: I’m sick of Somebeachsomewhere. God have mercy on my soul, I am sick to death of His Greatness. Sick of talking about him, writing about him, and reading about him.

And here’s the kicker: Like a kid with the sniffles on a schoolday, I couldn’t be happier about it. Elated, even.

I’m pleased with my blasphemous condition because it means the machine is working.

In the promotion business, the unofficial rule of thumb is this: You know your message is hitting home when you’re sick to death of hearing it yourself. If you’re clawing out your eyeballs at the sound of your own tune, then the uninvolved guy beside you is finally hearing it for the first time.

Under these guidelines, the SBSW promotion machine is definitely functioning. And you can bet your butterscotch that’s good news for all of us.

By now, we’ve all gorged on the splendour of SBSW. We’re blessed to have this horse in our midst - a toughie to tug at our heartstrings and give us cause to thump our chests with pride. (If he doesn’t give you some cause to take a deep breath, you should check your pulse.)

From a marketing perspective, he has splendid potential, if we continue to collectively position him well. Standardbred Canada’s volunteer SBSW publicity team is a great example of this mandate.

Minus the impassioned discussion about whether he should be retired at season’s end, I think we can all agree that he will serve the greater good in whatever capacity is decided on his behalf.

As MacDonell says, “He’s the whole show.”

So, be gleefully sickened by the cheesy beach-isms. If we’re able to optimize SBSW to engage the outside world, the mainstream media will latch onto every sand-and-surf word-play headline imagineable. While you may be sickened, you must do so with gratitude: Life’s A Beach for SBSW. SBSW is ‘beachy keen’. Beach party never stops for SBSW connections. Sun of a Beach shines on. Beach Boy’s winning streak continues.

You catch my drift : )

Kelly