Tuesday, January 15, 2013

Inverting The Marketing Graph

Most traditional marketing actually becomes less effective over time.

As companies continue to spend millions of dollars irritating their way into people’s inboxes, and as buyers behaviorally and technologically tune out these interruptive campaigns, the law of diminishing returns settles in. And organizations end up hurting their brands the more that they market them on depreciating platforms.

Unless you give your army the means to convert for you.

What if you offered your untapped tribe a reason to take up arms and champion you? By putting the right people in the right situations where they become the marketing, where they become the heroes, passion and heart and connection and generosity will fuel your movement, and everybody will come out better.

Sure beats pulling the big slot machine arm and hope the audience shows up.

If your company is trying to market a new product in an innovative way, instead of pushing rocks up the mountain, trying rolling snowballs down the hill. Build assets that grow more valuable over time.

Invert the marketing graph and reward longevity and accumulation.