Comments on: Brands Emerging from the Fallout Shelter http://www.joedigitalblog.com/targeted-distribution/brands-emerging-from-the-fallout-shelter Reach. Entertain. Retain. Thu, 13 May 2010 20:15:19 +0000 hourly 1 http://wordpress.org/?v=3.0.1 By: Peter Schankowitz http://www.joedigitalblog.com/targeted-distribution/brands-emerging-from-the-fallout-shelter/comment-page-1#comment-50 Peter Schankowitz Fri, 15 May 2009 21:23:23 +0000 http://www.joedigitalblog.com/?p=339#comment-50 Yes sir. I do know what you mean. I like your analogy---traditional approaches have been "abusing" them for decades, yet they always run back to those same, low impact efforts. We need to create an environment that acts---taking your analogy to the extreme----like a "shelter". How? Still noodling on that but my gut says it takes a community of like minded folks, some successful clients willing to crow a bit and an increasingly brave market. As for the "tactic" problem--I hear you loud and clear. We just had a potential client send us an RFP. Great entity, great wow factor story to tell and all they wanted to do was "social media". We are hoping to explain that one size does not fit all and that a comprehensive STRATEGY is key. Thanks for the note. Yes sir. I do know what you mean. I like your analogy—traditional approaches have been “abusing” them for decades, yet they always run back to those same, low impact efforts. We need to create an environment that acts—taking your analogy to the extreme—-like a “shelter”. How? Still noodling on that but my gut says it takes a community of like minded folks, some successful clients willing to crow a bit and an increasingly brave market. As for the “tactic” problem–I hear you loud and clear. We just had a potential client send us an RFP. Great entity, great wow factor story to tell and all they wanted to do was “social media”. We are hoping to explain that one size does not fit all and that a comprehensive STRATEGY is key. Thanks for the note.

]]> By: gfox http://www.joedigitalblog.com/targeted-distribution/brands-emerging-from-the-fallout-shelter/comment-page-1#comment-49 gfox Fri, 15 May 2009 17:27:12 +0000 http://www.joedigitalblog.com/?p=339#comment-49 I totally agree with you on your thinking that it's time for companies to get back out there and take advantage of the zaggers. Unfortunately, companies still seem fearful of switching their ad dollars over to new media/marketing. Even though it is Completely necessary for them to survive. I think of it like domestic abuse - even though things are bad, the unknown seems worse. Another problem I'm seeing - many companies willing to try stuff like social media are doing it because they hear of a *tactic* they want to approach and don't understand the overarching strategy necessary to make it effective. I'm concerned this approach will lead them to think the specific tactic doesn't work. You know what I mean? I totally agree with you on your thinking that it’s time for companies to get back out there and take advantage of the zaggers.

Unfortunately, companies still seem fearful of switching their ad dollars over to new media/marketing. Even though it is Completely necessary for them to survive. I think of it like domestic abuse – even though things are bad, the unknown seems worse.

Another problem I’m seeing – many companies willing to try stuff like social media are doing it because they hear of a *tactic* they want to approach and don’t understand the overarching strategy necessary to make it effective.

I’m concerned this approach will lead them to think the specific tactic doesn’t work. You know what I mean?

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