The big idea. The big mistake. Okay, be honest now
Are you still cracking your mind on the big idea?
Or briefing your agency on finding the big idea?
Well, stop it. I’m serious….STOP it!
You’re making a capital mistake
And capital as in money and sales
Let me tell you why. It is very simple actually:
Advocacy drives growth
So positive conversations boost sales
That should make you want people talking about your brand
And not just once, but on a regular basis
Thus creating a continuous stream of conversations
And although a big idea can give conversations a boost
It is very advertising and reach driven
And not long term contact driven
So, what’s the use of finding that one big idea?
It only catapults you into the traditional campaign game
And has no mechanism to keep conversations going
The game has shifted to creating a stream of small ideas
That will continuously will feed your brand conversations
Ideas that do have to be worth talking about and sharing
But especially worth following you
That way you don’t end up with one-off campaigns
Fighting for attention and reaching consumers with GRP’s
But you start to structurally build a base of brand ambassadors
Who will instead voluntarily come to you looking for interesting content
And start doing the talking and selling for you
That’s the only real big idea of today
Isn’t life grand when you respect the small…

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