How to think about your interactive campaigns
Tuesday, September 19th, 2006 by Hugh KennedyInterviewed a promising candidate yesterday. He made half this comparison, and I built on his idea (what I usually do best). As a way to increase the comfort level of conservative clients investing online, frame it up as follows:
- Your Web site is your online headquarters
- Your interactive campaigns are your online branch offices
Who can’t understand that simple comparison? I also like it because it puts a longer-term wrapper around an interactive campaign. You can’t position effectively with a three-day online presence, just as you wouldn’t set up an office in San Francisco and then close it down in 3 months if it didn’t yield any business. You’ve got to have patience, and a strategy, to get buyers to trust you.
I’d be interested to hear other comparisons from other promising people out there. Even people who have realized their promise.
