Tagged 'campaigns'

How Fast Should You Spend Money on a Communications Campaign?

Posted by Lee Schneider on May 7th, 2013 at 6:48 pm

So you have some money to spend on a communications campaign? Great! It may surprise you to know that the amount of money you have to spend is not as critical as how fast you spend it.
Here’s the thing. In documentary production we are able to make a nice chart of how money is spent. If you view it as a timeline,  you’ll notice something right away. At the start – when it is just you and an idea – things are pretty cheap, but as production continues – adding a crew, an editor, composer, and graphics -  things get more and more expensive. If you need to make changes at the beginning, it’s cheap. If you need to change something at the end, it is not cheap.
Now, when you look at communications and PR, most people turn that formula on its head. People seem to think like movie moguls who want their blockbuster movie to ‘open big,’ so they blow an enormous amount of money on the opening weekend, the premiere, the launch, the one-time media release, figuring that if you make enough noise at the beginning ... Read more

Whose line is it anyway?

Posted by Sailesh Wadhwa on August 21st, 2012 at 3:09 am

Marketer’s dilemma on who takes the lead on campaigns that can become Cannes-worthy.

When Did You Last Map the Buying Process of Your Customers?

Posted by Tony Zambito on August 5th, 2012 at 10:19 am

Are the buying process maps of how your customers buy out of date? If so, this can impact the success of how and where you allocate resources:

How do we generate more leads?
How do we acquire more customers?
How do we message to our customers?
How do we improve our brand?

A tool to focus your limited resources in the highest impact area(s) is to map the customer’s buying process to identify gaps.
Are You Behind the Curve of Buyer Evolution?
Recent surveys, such as the one conducted by CEB’s Sales Executive Council in 2011, show that more than 50-60% of the buying process is being conducted without the help of a sales representative. It’s a fact that buyers have radically changed their buying behavior. This must be tied to execution changes in both marketing and sales. The rise of demand generation, inbound marketing, and content marketing have been marketing responses to connect with a new informed buyer. You can learn more about what research has revealed on rapidly changing buying behaviors and how your peers are allocating resources here.
Have We Considered These Recent Developments?

Is the buying process changing at a more rapid pace than the needed adaptations in marketing?
Who makes... Read more

It’s Time to Be Real.

Posted by Amit Avner on July 16th, 2012 at 8:56 am

“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.” (Charles Darwin)
It’s about time that digital marketers learn how to be more real.  Well, more real-time. Just like Darwin said, it’s not about being the biggest, or the smartest, it’s about responding fast.
Digital marketers are clamoring to leverage social media data and real-time marketing technologies to understand consumer attitudes and interests, but listening and responding on a traditional media cycle is too slow. A four-week reaction time is too late to leverage anything that happens. Listening and media buying need to happen together, in real time.
How many times have you noticed the same exact video or funny picture (most likely of a cat or wedding proposal) being shared by a few of your friends on Facebook? Then at dinner when you wanted to share this funny piece of content, alas, you realize that everyone around the table already saw it? That’s how fast content moves around the web, Pinterest “pins” are being shared on Facebook, Tumblr posts are being retweeted on Twitter and many pieces of content get their 15 minutes of fame. Internet fame is temporary; people flock... Read more

Can we go viral, please!!

Posted by Sailesh Wadhwa on June 20th, 2012 at 8:51 pm

Every time I hear this phrase, it reminds me of Captain Kirk’s famous catchphrase ‘Beam me up, Scotty’. From the much popular TV series Star Trek we all grew up with. Ironically even Scotty would have scoffed at this request in today’s time of Social Media driven marketing initiatives.
Looks like, ‘Going Viral’ ambition is becoming more contagious among practitioners than the campaigns themselves. But is it really to do with our respective digital fluency, strategies, game plans, tools deployed &  execution techniques, or simply the brazen truth, that we don’t own the ‘Brands’ in the Social world. Real People do.
As Kevin Alloca, Trends Manager at Youtube points out that “the videos that go really viral [over 1 Million views] are surprisingly the ones that were never posted with that intent.” However he is quick to add that “what made them really go viral was the element of ‘unexpectedness’ about them which caught the attention of ‘tastemakers’ and online communities who accelerated the social sharing process [and not the originators of these videos].”
What Lady Gaga knows about Social Media that we don’t:
While buzz concepts of Crowd-Sourcing, People to People Marketing, Testimonials, & User reviews, Nurturing Communities and Social Engagement all sound... Read more