I know you’ve heard this before, but most communications people still seem incredibly campaign-focused. What about the continuous work? I believe we have to start seeing ourselves less as print-factories and more like managers, doing continuous work to keep our clients in the spotlight. It’s just like managing a celebrity. Think Samantha Jones.
For one client I talked to recently, one single post by Sweden’s top blogger had more effect on sales (25% increase) than any campaign they have ever done. Ever. At any budget.
Think about that for a while.
Sure, this MIGHT have been a short term increase (I don’t have long term numbers for this case), but still. Marketing executives will not keep pouring money into low-idea high production value print and television advertising for long when they realize these things.