Some companies don’t know just how lucky they Are
Others have to work really hard for what those lucky companies take for granted, spending millions of dollars on achieving what comes so naturally to the lucky few.
Marketers spend their efforts and money attracting attention. They pay to spread their message, all the while hoping people will buy, so they can do it again. Regardless of the medium those are dollars spent on, be it tv, print or online, it’s dolled out for a common purpose, gaining attention.
The Way it’s Always Been
That’s the traditional way business has been done. Marketers buy attention in the form of advertising on one of 3 or 4 major mediums and hope that they get the attention business needs to sell more product and buy more advertising. Studies and reports costing millions of dollars are completed to ensure that those other millions of dollars are spent as wisely as is possible to sell as much as possible. There’s money everywhere!
I Just don’t Get It
What I don’t understand is why those lucky gifted attention gaining companies continue to spend millions on buying attention, when they don’t focus one bit on growing the natural attention they are already attracting.
Why are Ski Resorts spending thousands of dollars to buy attention through Radio and Print buys, while spending nothing on developing a community around their resorts? What’s the deal with TV or Radio stations spending thousands more on advertising on billboards and bus stations while spending nothing on bringing together their current fans.
Traditional media has it’s place, it allows companies to quickly impact thousands of eyes and spread awareness, but, it’s power is fading. There’s just too much noise and we’ve had way too much practice tuning advertising out.
So What Should They Be Doing?
There are so many ways to build engagement around a brand, so I’ll throw out just one. It’s time to get creative.
If I was in charge of marketing for a Ski Resort, I would find the most bubbly and cute employee(s) that I had and put them in front of a camera at least 3 times a week, if not 7. They would talk about the weather, events, riders, equipment, the mountain and the community. They would interact online as a community manager, reaching out, answering questions and building trust. They would be the vehicle for solidifying and growing my already excited and committed fan base.
My Resort would be building it’s own attention instead of paying though the nose to rent it from somebody else.
Start Today
It won’t happen overnight, that’s for sure. Building your fan base takes time, but it’s worth it. It’s a group of people eager to talk and share your company, and as long as you treat them right, they don’t disappear when the promotion runs out or the paper is tossed in the recycling.
So go forth, build your fans, grow your attention base
Photo Cred: (erik)
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