The Australian Christian lobby didn’t remember to renew their domain name in time so it was snapped up by Australian Cat Ladies:
http://australianchristianlobby.org/our-values/ 95% of people are imitators, which makes 5% initiators.
A saturation campaign can still fail if you do not influence the behaviour of the influencers. Identify who your target market really is. When I worked on a campaign to try to get butchers to order good quality cuts from recognised and reputable distributors, we realised that we had only to change the preference of the 'king pins' in the industry to get most of the rest to follow. This means really getting to know the influencers. Spending time with them and working out what motivates them.
A quick response to the fast company quote below. Anyone who’s ever designed for a marketing agency has probably had to deal with a dreaded “style guide”–a Kafka-esque document laying out all the rules for what you can and can’t do, and how you should and shouldn’t do it. The soul-deadening power of these manuals goes double–they’re a creative straitjacket, and they’re horribly, horribly boring Here is why you may need one and when you don't.
You need one if:
You don't need one if
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