I have a love-hate relationship with marketing. On the one hand I recognise it is necessary, on the other I find it hard to see how marketers justify their sometimes madcap ideas. Today, I hopped over to Hugh McLeod's site (you've got to visit it at least once - if only to get mad at Hugh's view of the world - he is far from keen on number crunchers, but then what marketer isn't?)
Hugh and a few other creative types have cobbled a treasure hunt style competition on behalf of Budget US. It's blog driven and if nothing else, it's certainly inventive. As usual, Hugh bangs on about the cost compared with big budget TV advertising. But I wonder about the effectiveness. That has yet to be tested. (Note to Hugh: it's not enough to spend the campaign money, you gotta get a result sooner or later and report on it.) But then others are tracking this and are coming up with astonishing numbers.
Along with a handful of others, Hugh is fast becoming the Saatchi & Saatchi of blog advertising and promotion. There are plenty of people out there that believe - with some degree of justification - that Hugh's stuff is the next step in how you go to market. So he already has a ready made audience and brand presence that works to proliferate the latest McLeod message.
While Hugh's model works well for certain kinds of consumer goods and service, I'm not 100% convinced it can be applied in all cases. Even so, I believe there is plenty of untapped creativity among partners and managers some of whom have madcap ideas that could differentiate their business from the crowd.
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