The Conversation Manager

The greatest invention ever made by media is the term: 'Opportunity to See' (OTS). It's actually some sort of an agreement between an advertiser and media agency that you are paying for something you're not getting. If you have an Opportunity to See of 1 million people, you are sure you won't reach them. In fact, you're sure that you'll only reach a small group of these people. But still: we feel safe by this measure that is selling the illusion of reaching out to the mass. Whereas we all know that you are not reaching out to the mass, people who see your ad are probably already brand users and even more likely brand fans.

Why not go for a new approach in targeting, called 'Certainty to See' (CTS). Where you target a small group of brand fans of which you are certain they'll see you and interact with you. Smaller target groups that help you reach out to the mass. Read the example I wrote last week about the Marmarati and you'll know what I mean. Read the example of Harry Potter in my book (7 people reach out to 350,000,000 in two weeks) and you'll know. Look at the Heineken video with their great activation campaign in Italy and you'll know what I mean. When we look at those cases, many advertisers are jealous. But the truth is: we are so scared of small numbers that we feel more secure for paying for the illusion of reach, called 'Opportunity to see'.

“Should we go on Facebook, should we do something on Twitter or should we start with FourSquare?” are questions I hear almost every day. It almost sounds like a lot of marketers have their own little checklist that they are working themselves through. Ah, I have my Twitter account: check!

I’m afraid it doesn’t work like that. The discussion should not be about technology or platforms. The discussion should be about people! Your brand needs to start a conversation with people, it’s not about being present on a technological platform.

Try to find the influencers of your brand or your brand category. Work together with them, involve them in your plans and…HUG them, love them and they will love you back. Let them choose the channels and the technology they wish to use. They are much better and faster in it than you will ever be.

When you have these discussions in your team: change the topic and talk about people, brand fans and influencers.