Traditional Advertising is dying. The Big Agency Networks are scrambling to adjust, newspapers should become great collectors' items on ebay and consumers are just not buying whatever clever messages marketers throw in front of them. Why? Consumers are smarter than ever and they don't like to be influenced by irrelevant and paid advertising messages. And since they can get their information from just about anywhere now, there's no need. For most marketers, the concept of creating mass advertising messages through television, print, radio or outdoor advertising doesn't work anymore. Marketers must adjust and come to terms with the new realities of marketing. Scrappy Marketing is my philosophy and approach to solving today's great marketing challenges.
How do I define Scrappy Marketing?
Common sense marketing, that's constantly evolving, benefits from change, leverages technology and that you can almost do yourself.
Why is it so relevant?
- Consumers are smarter now. They don't want to be charmed by ad campaigns.
- Marketers want results without the big investments and risks.
- Anyone can build a web site. Anyone can publish a niche publication. Anyone can build a community.
- So anyone can build a successful scrappy marketing campaign.
Scrappy Marketing Concepts
- Own your marketing.
- Leverage technology.
- Start small, with room to grow.
- Momentum builds.
- Decisions are temporary.
- Learn as you go. Traditional research is dead.
- Outteach. Don't outspend.
- Build the hype, then leverage the hype.