Part of what I am doing with Jenerosity Marketing involves spending a great deal of time exploring new technologies and apps to identify innovative ways to distribute a brand message to consumers. Today I came across an iPhone/iPad app called Tapestry. Tapestry is for reading stories but in order to “turn the page” you tap the screen to progress. And you can’t “rewind” so you need to pay extra close attention to what you are reading. Ah, true engagement!
The story I read was called The Italics and it was about the creation of italics by printer Aldus Manutius. The story was not only interesting but it was also fun to read/tap. At the end of the story, the author talked about the printer’s tagline which translates to “Make haste slowly” which essentially means “Do things quickly but not so quickly that they aren’t done correctly and fully.” I have found this to be so true in setting up Jenerosity Marketing.
Could I have jumped right in and started working with Clients right away? Yes, but I wanted to make sure that I had everything set up properly for long-term growth. I wanted to make sure that I knew the right vendors to recommend, understood what was available in terms of digital tools, ensure that I was presenting the company so that you knew we’d be around for a while and aren’t just some fly-by-night experiment.
It’s the same with any marketing project. First you need to understand your consumer – their interests, how to reach them, where are they spending their time, etc. Then, you need to clarify your objectives, strategies and tactics. Only then, can you start executing a marketing or promotional program. Yes, you need to do it quickly; you don’t want the competition to get the leg up. But you also need to do it right.