The Money Argument for Movements

A lot has been said in the past few years about the “old” model of advertising. That it’s broken, ineffective, etc, etc. And that’s why so many new disciplines have popped up in recent times.

But even with the rise of Web 2.0 and word of mouth marketing, there still seems to be a hold-over from the old advertising model. And it’s the idea of reinventing the wheel every 13 weeks. Of creating a new advertising campaign every 3 months. Of cranking up the machine, and doing it over and over and over and over again – to the tune of millions of your scarce marketing dollars.

But what if you didn’t have to do that anymore? What if you ignited something so powerful – so sustainable – that it didn’t need to be reinvented? What if you took the money that you spent on a 13-week ad campaign (that you have to spend over and over again) and spent it building something sustainable that you only have to put that amount of money down for once? Yep. Once.

And as that movement grew, you spent less and less on it each year. In fact, because of the people you’ve engaged, you not only spend less on marekting, you spend less on R&D (because those fans are giving you new ideas). You spend less on PR (because those fans are spreading the word for you about new products, services and accomplishments). You spend less on customer service (because those fans are showing up online and off to answer other customers questions and concerns). And when you DO decide to create an ad campaign, you now have a built-in audience and that message is much, much more effective.

This ain’t rocket science, people. Throw millions at campaigns again and again that give you a less than 4% ROI, or spend your scarce dollars on a movement, which not only gives you back a large ROI across the silos of your entire company, but ignites evangelists – the best advertising you could eve dream of.

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