Sunday, 23 August 2009
Moving Away From 'Big Bang' Marketing
Launch party, launch campaign, press release. A lot of what we do in marketing revolves around the ‘big bang’. Spending a huge amount of marketing budget to push one idea, or brand message out to as many people as we can.
Big bang marketing is glamours, it gets coverage in marketing publications and earns marketers industry recognition. But it’s actually a lot harder to plan out and implement a long term marketing approach that isn’t exclusively tied to spending more money.
Big bang can and does work, but the impact is usually temporary. To build successful brands long term, we have to look beyond the big bang and think about how we can present our brand and product/services over the long haul.
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