Why NOT?
“The internet? A passing fad, why bother?” (1994)
“Nobody’s making any money on the internet, so why should we have an online store?” (1997)
“Keyword buys ain’t gonna replace our 30s TV ads.” (2000)
“Well, the internet is still dead after the bust, isn’t it? (2003)
“Kids on YouTube are never going to challenge the studios and networks.” (2006)
Rationalization. Gotta love it. There are lots of ways of talking yourself out of success. Being on the cutting edge of next-generation media, we hear them all the time. It’s not tested. It’s not proven. It’s not something I’d watch.
But facts are facts. Next-generation media is an opportunity you can’t let pass by. Where else can you get millions of impressions for free? Get your customers to be your product evangelists? Have them create your ads? Nowhere.
And it’s almost free (at least in the context of your total ad spend.)
Reduce your TV placements by 1%. Drop one ad a month in the big mags. Forego a couple of billboards. And put the money in a user-engaging next-generation media campaign. That’s the tiny, tiny investment we’re talking about.
So. Why NOT?
Are you ready for change? Your prospects are.
