When to Go Big with a Bang
“Architects should learn to study not merely minimum requirements, but maximum possibilities; to learn not only how to economize space but how to be extravagant with it.” - John Summerson
Summerson’s point is just as valid when it comes to marketing. We often fixate on controlling spending, on squeezing every last dollar out of tighter and tighter budgets, which is fine and I consider that a personal specialty. But sometimes we just need to focus on delivering the greatest bang.
Sometimes we need to attack like it’s overtime and the next score wins the Super Bowl. Leave nothing on the sidelines. It’s time to go big. These are a few situations when a big bang might win the big game and raise your numbers to another level:
- After years of consistent PR exposure, market is receptive, ripe and ready - it’s time to pounce
- Sales team ready to follow-through on hot, new leads
- Reps losing interest or needing a kick
- Little known company needs to break into competitive industry
- Market education needed to change a negative perception of company or product
- Need to recruit, poach top talent
- Attract capital investment
- Competitor on the ropes – now deliver the KO
What exactly does a big bang entail? A big bang breaks through the noise and captures enormous amounts of attention in a short amount of time yet commands lasting share of mind for years after the sharp burst of activity. Think of a memorable campaign such as Wendy’s “Where’s the Beef?” or MasterCard’s “Priceless”. These campaigns dominated TV, radio, magazines and other media – but only for a few short months – yet their messages continue to resonate and the impact on their brands has been incalculable.
For us in industry, a comparable big bang involves dominating the media that reaches our target market but only for a short time, such as around a trade show or product launch. This big bang might integrate tabloid-sized advertising with premium positions in multiple magazines; targeted email blasts with companion direct mailers to both in-house and rented lists; coordinating feature articles and publicity; Web site and keyword advertising; printed and downloadable lead response materials; promotional logo products; plus text messaging, YouTube videos and a variety of social media opportunities, all planned and sequenced for maximum impact. For your customers and prospects, your name brand and message would be inescapable at a critical time and unforgettable for years to come.
For Apple’s “1984” TV commercial, the company invested $1.5 million for the ad space during the Super Bowl and $900,000.00 for creative and production. Not exactly economizing but can you guess how many times it ran on TV?