Yesterday, I said (perhaps controversially) that the big idea is the easy bit.
A little glib perhaps.
My point is that it’s important that we stay focused on how we bring the idea to life.
Take one look at our business and you’ll see that execution is as essential as it ever was. When it comes to experiences, the audience are part of the solution, rather than just be talked at, or broadcast to, their emotional engagement and participation is vital.
So if something is poorly executed, the whole thing falls apart.
Flawless, faultless delivery will always be our bread and butter. But that shouldn’t sound like a bad thing.
Quite the opposite in fact.
We don’t just choose the channel, we create it.
Now doesn’t that sound like a pretty unique opportunity?
Showing posts with label channel. Show all posts
Showing posts with label channel. Show all posts
Thursday, 19 March 2009
Friday, 13 March 2009
Media
Michael Bloomberg, Rupert Murdoch and me.
We’re all media owners with the power to influence and inform. The only thing that differs is the scale on which we do it.
And maybe our bank balances.
Whether it’s a Twitter feed, a blog or a fully functioning website, the digital world offers each and every one of us the opportunity to leverage our own media.
So far, so empowering. But what about clients, what media do you have?
My old boss Colin Lloyd (famously the L in KLP) used to say advertising is the use of media other people own, and below the line is the use of clients’ own media.
These days, the world has moved on and our media world is more complex than ever.
Interestingly, the one channel that continues to be the most difficult to communicate values through, is the forgotten channel - people.
They’re out there waiting to be activated. They just need something to believe in.
That’s where experiential comes in.
As Kid Rock, that well known marketing guru said:
“ If it looks good, you'll see it. If it sounds good, you'll hear it. If it's marketed right, you'll buy it. But if it's real… you'll feel it.”
He didn’t know it but he was talking about experiential marketing.
Audit and understand the various people channels at your disposal, both internal and external.
Marshall McLuhan said “The medium is the message”.
I’m saying “The medium is people.”
We’re all media owners with the power to influence and inform. The only thing that differs is the scale on which we do it.
And maybe our bank balances.
Whether it’s a Twitter feed, a blog or a fully functioning website, the digital world offers each and every one of us the opportunity to leverage our own media.
So far, so empowering. But what about clients, what media do you have?
My old boss Colin Lloyd (famously the L in KLP) used to say advertising is the use of media other people own, and below the line is the use of clients’ own media.
These days, the world has moved on and our media world is more complex than ever.
Interestingly, the one channel that continues to be the most difficult to communicate values through, is the forgotten channel - people.
They’re out there waiting to be activated. They just need something to believe in.
That’s where experiential comes in.
As Kid Rock, that well known marketing guru said:
“ If it looks good, you'll see it. If it sounds good, you'll hear it. If it's marketed right, you'll buy it. But if it's real… you'll feel it.”
He didn’t know it but he was talking about experiential marketing.
Audit and understand the various people channels at your disposal, both internal and external.
Marshall McLuhan said “The medium is the message”.
I’m saying “The medium is people.”
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