The Ripple Effect
9 inch axiom: Impressions
‘All impressions are NOT created equal’
I was recently at a seminar on business development. The instructor talked about answering two questions before reaching out to a potential prospect. He used a catchy acronym ‘WY,WYN’. The questions are:
Why You?
Why You Now?
Bottom line is context and relevance. You need within the first 5 seconds to provide a reason for your outreach (WY) and the importance of the moment (WYN). It is my belief that impressions should be judged likewise.
My last post talked about assigning numbers to impressions achieved via advertising, sponsorship, pr and word of mouth (WOM). The numbers correlated with the medium:
- Advertising was 1 based on the message being one way and inherently biased
- Sponsorship was 2 based on the principle of drafting off of a second party
- PR was 3 based on credibility from third party authentication
- WOM was 4 based the principle of v4 or ‘vouch for‘ by which consumers advocate on behalf of the brand with other consumers
It is now my contention that the value of those impressions follows a similar pattern. Think of each as a pebble being thrown into a pond. The larger the rock, the bigger the ripple. All impressions are not created equal.
Today’s Lagniappe – Rohit Bhargava had a good post the other day in his blog Influential Marketing. It discussed 6 easy ways to encourage your customers to engage in ‘word of mouth’ on behalf of your brand. Click here to give it a look.
Are you a 9 INCH marketer? Click here to subscribe and get updated posts via e-mail.
The goal of marketing is to capture the mind and ultimately conquer the heart of your target audience.
The aim of 9 INCH MARKETING is to examine that journey. We'll explore 'how to' bridge the gap between traditional and social media by taking a sensory approach to integrated marketing.
Trackbacks