There’s big news coming out of the International Cannes Advertising Festival. An underdog (a small island off the Great Barrier Reef) took home a Grand Prix in three categories: direct, cyber & PR. Fast Company has a great article on it, complete with all the must-see links. As the article states, what makes the win so impressive is not the marketing campaign itself, but how they used social media to get the word out. There are six lessons to be learned, which Fast Company goes into great detail, but here they are bulleted for those who prefer the abbreviated version:
1) Make your campaigns believable. Too perfect can sometimes sadly translate into too fake.
2) It’s not about how much you spend. From my own experience, I’ve learned that you have to go for the biggest bang for the buck. PR and social media are often the way to do that. Bill Gates once said that if he had money to spend on only one thing in marketing, it would be PR. I bet he’d revise that now to include social media.
3) Focus on content, not traffic. Quality does matter, and if it’s really good and the stars are in place, the traffic will come.
4) Create inherent reason for people to share. Give them something they want to talk about with their friends.
5) Don’t underestimate the power of content creators. Some people just draw traffic. Tap into their drawing power if possible.
6) Give your promotion a shelf life. As my southern grandmother always said, A lady always knows when it’s time to leave.