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.
Intel did it here, and Coke are trying it out with things like this.
And of course, it makes an amazing brief for the ad agency.
6 Comments
  • Colin Jevons
    Posted 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 Gates
    Posted 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 Martin
    Posted at April 26, 2012 8:35pm, 26 April

    Nothing wrong with Waterworld!

  • Bill Gates
    Posted at April 26, 2012 9:01pm, 26 April

    That is perhaps the only thing we will ever agree on

  • sewa mobil jakarta
    Posted at April 27, 2012 12:47pm, 27 April

    Nice article, thanks for the information.

  • Becca
    Posted at May 10, 2012 1:48am, 10 May

    it is like a building your reputation and brand..