May 23, 2004

forget advertising, think conversations

1 Comment

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(UPDATE: For more info go here: “The Hugh­train Mani­festo.”)
For­get trad­tio­nal adver­ti­sing. Dig dee­per. Think con­ver­sa­tions.
Think about it, and think about it hard. Ins­tead of thin­king about what type of firehose you want to aim at the mas­ses, think ins­tead about what kind of con­ver­sa­tion you want to have, and with whom.
Seriously. Who are they? The outside world? What about inter­nally? How many of them are there? A hun­dred? Ten thou­sand? Ten million? A hun­dred million? Where do they live? What’s their sch­tick? Why should they be inte­res­ted in what you’re doing?
(UPDATE REMINDER: For more info go here: “The Hugh­train Manifesto.”)

One Response to “forget advertising, think conversations”

  1. andrew van hook says:
    June 7, 2004 at 10:43 pm

    Mass mar­ket adver­ti­sing is not very effec­tive. We just ignore it, or get pis­sed off.
    Com­pa­nies should sup­port the inte­rests of tar­get audien­ces. Put some of your money into being good cor­po­rate citi­zens and peo­ple will appre­ciate it. Thats how you tap into our net­works and gain our trust. Thats how you build a rela­tionship and main­tain brand loyalty.
    The Urban Pio­neer Pro­ject
    http://www.urbanpioneerproject.com