I’ve never been a big fan of advertising or collateral marketing.  I’m a digital native and regardless of the return indirect, contextless, shotgun strategies have always seemed like a poor investment to me.  Yes its how things have traditionally been done (as if a few decades of history is enough to justify carving these services into stone tablets), but why not take those ineffectual dollars and try things that are new?  Even if the new ideas fall flat on their face, its a better return on investment because at least you learned something valuable.

Seth Godin has written a few words about these monolithic status symbols, and why in this tough economy they should be the first things to go out of your budget…

I’d replace the expensive sponsorships and buildings with something more valuable, quicker to market and far more efficient: people. Real people, trustworthy people, honest people… people who take their time, look you in the eye, answer the phone and keep their promises. Not as easy to implement as writing a big check for the Super Bowl, but a lot more effective.

 

November 24th, 2008 | community, social media, social networks