Today is our official All Words VIM.
VIM, in case you were wondering, is short for Very Important Meeting - so named because it is the occasion where, once a month, the Boss Ladies get together to discuss our company’s progress, any problems and strategies to further our ultimate aim of World Domination.
Oh, and because it generally takes place in a pub, or a swanky bar (depending on how many cheques have come through that month) – a Very Important Part (VIP) of the VIM.
I like that we use the term ‘VIM’. I like that I can say to someone “I have a VIM later,” and they’ll frown and ask what a VIM is, then laugh when I explain.
Because it is funny that we can take a simple concept like a meeting, slather it with an official title and then slice it into an acronym in order to make it sound more complicated and important – and, in the process, ensure that no-one else knows what on earth we’re talking about.
But what is even funnier is that that is exactly what so many acronyms do. Complicate. Confuse. And Put People Off (or PPO – sorry, couldn’t resist…).
Don’t get me wrong, acronyms have their places and uses. Industry organisations that have long-winded titles, for example - who wants to type out ‘Higher Education Environmental Performance Improvement’ more than once, when they could use HEEPI?
Some acronyms act as company ‘nicknames’, which can become an effective part of the branding process – think KFC, M&S, or FCUK.
Other acronyms are useful shorthand between industry professionals. When speaking to a web developer, for example, I’d prefer to discuss our CMS rather than stumble over the phrase ‘Content Management System’ every time we talk about websites.
But, when it comes to marketing, so many organisations forget that the acronyms they use in their everyday jobs simply aren’t understood by the people they want to market to – so filling their website and brochures full of initials often put potential customers off.
Obviously, it all depends on your audience. Industry professionals will recognise and feel comfortable with industry acronyms. But, if you’re a business finance expert and you’re addressing the financially-inexperienced owner of a small business, do explain that PIMS is short for Profit Impact of Marketing Strategies, before they think you’re offering them a summery drink.
Jargon. Business-speak. Acronyms. In your marketing materials, just say no, kids.
(But in your VIM, you could allow yourself a GSB*…)
*Glass of Sauvignon Blanc.
