17 April 2012 Build It And They Will Come
Last night I gave a group of Monash students a tour of our office. Funnily enough, exactly three years ago I was the student walking through George Patts hoping to one day get a job there.
It reminded me of how after my tour as a student I bumped into Russel Howcroft shortly after and he told us during a presentation that sometimes marketers needed to “build things and they (the consumers) will come”.
I didn’t quite understand it at the time. But today I can’t help but think it’s a completely underrated and underused digital strategy. This idea of building something rad that’s relevant to your target audience and then using them to spread your idea.
You don’t need to stress about amplification strategies/sharing user journeys/going viral/influencer seeding and all that other nonsense. Instead you be awesome and the rest comes naturally.
And of course, it makes an amazing brief for the ad agency.
Colin JevonsPosted at April 21, 2012 12:45pm, 21 April
This is the way to get true innovation – also the highest risk of failure. Exciting stuff.
Bill GatesPosted at April 26, 2012 7:31pm, 26 April
Awesome – you are getting your marketing strategy from a crappy Kevin Costner movie. Pretty much sums you up.
Zac MartinPosted at April 26, 2012 8:35pm, 26 April
Nothing wrong with Waterworld!
Bill GatesPosted at April 26, 2012 9:01pm, 26 April
That is perhaps the only thing we will ever agree on
sewa mobil jakartaPosted at April 27, 2012 12:47pm, 27 April
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BeccaPosted at May 10, 2012 1:48am, 10 May
it is like a building your reputation and brand..