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Don’t Plant Dead Trees

Create online ecosystems that can thrive with the spark of life you give them… through your everyday marketing and advertising activities.

With few exceptions, marketing an advertising campaigns are based on planned obselescence. That is, whether a 13-week television ad buy, the 10-days of the Sundance Film Festival or web-based banner ad campaign… both the so-called “creative” and the underlying media spend are *designed* to end.

Events or Campaigns are Finite

All that money, all that effort, all the time to engage the target audience… and it essentially goes to zero at the end of the day. While there may be residual “branding value,” the touch-point with your audience is gone. Whatever engagement you engendered is gone. And it is a behavior that is repeated over and over.

Multiple Sequential Events or Campaigns

I’ve already acknowledged that this is a fine first-order result. That is, if the effort was meant to drive short-term sales… or simply create brand awareness… this is a fine strategy and result. However, I’ve also pointed out that with a small change in your networked/social media strategy (web and wireless)… you can get that short-term result and then some.

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