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.
This blog is written by Walter Naeslund and has been around since 2007. The blog is about the journey of starting an advertising agency and a sneak peek behind the scenes of what goes on at the Honesty HQ in SoFo, Södermalm. It is also a blog about communication & technology. The blog has gathered almost a thousand posts over the years with several longer and shorter breaks. Welcome and enjoy.