Tom Fishburne's latest cartoon, "Still on Facebook," bemoans the all-too-frequent assumption by some execs that social media programs have short-term durations. The gray-haired senior exec in his cartoon is shown asking, "Why are we still on Facebook? I thought that Social Media was last month's campaign." Great capture of another iconic moment in marketing.
But, then Tom contrasts social media with advertising in the accompanying blog posting. Hold on there cowboy ... ! Here's where we diverge experientially.
The fact is, the same thing is true of any marketing program — even advertising. PR, direct, event marketing, and advertising all require ubiquitous and consistent implementation over time.
Think of it simply as "Out of sight -- out of mind." Markets have short memories, so hit and run campaigns will yield equally fleeting results.
On the other hand -- and this is important -- a sustained strategy that keeps your name and value prop in front of your market via well-targeted tactics/programs will begin to earn annuitizing returns before long. When this happens, each ensuing touch point carries greater and greater impact. Because your market has been sensitized to recognize your brand and register its characteristics by all the previous touch points.
We're not talking immediate gratification. But we are talking about strong, powerful brand development. The kind that significantly increase your valuation multipliers.
Tom suggests we stop thinking in terms of "campaigns" and start thinking of "commitments." This is good, but I like to take it one step further. Instead of talking about of Marketing budgets as "Expense," it is more accurate to refer to it as Investment.
Then, don't be surprised when you see your Investment earning Returns. That's the key indicator that you and your team have your heads around effective marketing, and are executing well.
Check out Tim's blog and cartoons here, and have a great day.
... just thinking out loud.
Melissa
