digital marketing

Is Your Marketing T-shaped?

T-Shaped Marketing  I’m having an argument with a client. Actually, my client and I are on the same side. We’re having a somewhat friendly argument with an event partner. And it goes a little something like this…


Event partner: Events are really expensive to produce, and hard to scale. If we turn our attention to creating digital content, we can reach more people for less money. That means you get more for your sponsorship dollar!


The client & I: That is true. But consider this: People love your events. They save up money to buy tickets, pay for gas, food, hotel rooms; they take off work or school to drive or fly in; they tell their friends about their plans to go to the events, and about their experience afterwards. While they’re at the event, they’re totally immersed in the experience, interacting with sponsors, spending time with friends and making new ones. That doesn’t happen when you watch a video online.


So which is it? Do you create experiences, which are costly, cumbersome, limited by geography and the laws of physics, but also memorable and meaningful? Or do you invest in digital content, which is fun and easy to share, and relatively inexpensive, but more superficial in terms of the emotional connections you create?


The answer is simple: both. Today, your marketing needs to be T-shaped. That is, it needs to be deep and rich, and at the same time shareable and scalable.


If you aren’t willing to make the kind of investment it takes to build a brand that is meaningful to your audience, why would you expect the audience to make an investment in you?

Mazda Reaches Out to Bloggers for the Mazda 2


Posted on Edmunds Inside Line By Caroline Pardilla | December 3, 2009

There I {Caroline Pardilla} chatted with Jihaad Shaw of marketing agency Rebel Industries who went into detail about why they decided to reach out to lifestyle bloggers in addition to Mazda owners and auto enthusiasts.

Essentially since Mazda 2 is meant to appeal to Generation Y and active singles, they wanted to approach more than car enthusiasts and car bloggers and hit a wide spectrum of people. So they did some research and came up with a list of 35 bloggers, paring it down to 22 to keep in theme with "Mazda 2." "Two bloggers wouldn't have been enough and 12 isn't as sexy and as catchy," Shaw joked.

Read the full article here.

Branding Without Brands // Random Thoughts

imedia-connection-logo2This is a little late. Back in December, our friend Adam Broitman at Crayon wrote an article in iMedia Connection about the power of subtle brand presence in lifestyle and digital marketing initiatives. Although December seems like a long time ago, the advice is just as relevant today (that was a joke, people, try to keep up). In so many words, Adam says that an important job of marketing is to create value for consumers. We’ve couldn’t agree more, and have always preached that effective marketing needs to have its own inherent value beyond just communicating the promises of the product. He references Dell’s creation of a consumer community for nomadic lifestyles fueled by technology which has very little Dell branding, and an Alternate Reality Game created by McDonald's which is very similar to programs we’ve worked on for The Dark Knight and Nine Inch Nails.

Both the programs he mentions as well as our own are all about giving great experiences to consumers, not shoving logos down their throats. His final example is about Denny’s “Adopt-A-Band” program in which up-and-coming bands get to eat for free in exchange for their undying loyalty and occasional blogging. This is another win for Denny’s. Oddly enough, it’s almost identical to a program we pitched to Chili’s in 2006, except that in our program, the bands would eat for free at Chili’s instead of Denny’s. See how clever we are?

Meanwhile, Denny’s is killing it while Chili’s is busy running those god awful tv commercials with the giant peppers and annoying music, watching its stock price and market share dwindle.