Monday, August 18, 2008

involvement everything

Participation marketing for me is not a tactic that you can employ well... tactically, it can be used to answer any brief.  If it was only half the answer or less then a bigger model of understanding would be needed to explain where why and how it fits into a larger thought system (or so says blurred lines thinking.)  So if this is the case the only way to test it is to demonstrate its value in the places where it does not naturally seem to fit...

These would include;
-Basic utilities 'I don't want to participate with toilet paper I just want to you know what'
-fashion marketing 'don't complicate it just get a strong image out there.'
-Functional communications ' I don't need to engage will a sale sign I just need to see its there.'
-Awareness is my issue 'I need big bold brand ads not small niche experiences'
-Sales is my issue 'I don't need participation I need sales driving media'

I will try and answer these one by one.  If I fail to find good examples or arguments to prove the point then I will be forced to admit that participation is just one slice and should think about a model to explain the whole pie.  

For me the first one is easy.  The prospect of trying to force someone to liston to you interrupt their lives with messages about something that is not given even the smallest plot of brain real estate such as the basic products that you buy everyday is weak and dwindling.  For me involvement is your only defence.  In the same way that they say that everyone has a book in them I would also say that somewhere inside they would believe themselves able to find the perfect Walkers flavour.  Its not crisp advertising its, co-creation, debate, competition, the home culinary revolution, and a community all rolled into one.

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