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It only takes one meme to move a market. 

I’ve been in advertising, communications and marketing since 1978 (Geezer) and know one of the quickest ways to success is a big communication idea that captures the interested of the masses.  If you capture consumer attention, they will sit still long enough for you to deliver something of value, which in turn, hopefully, gets them to buy.

Back in the day, big ad campaigns or big news headlines got people to pay attention. Today online, big headlines and big campaigns are harder to come by. On news sites, every headline is a big headline. Roseanne.  Anthony Bourdain. Comey. World Cup. And the ads online are tiny. There are no big campaigns online.

In digital marketing the communication of choice is the meme.  A good meme acts like wildfire. But most memes are consumer created. Marketers aren’t good at them. Memes are antithetical to advertising and digital agencies because they can’t get paid for them.

Agencies need to work hard to create marketing memes – then charge for the virality. Charge for the impressions earned. That way they’ll take them seriously.

Today’s marketing world is not optimized unless it takes the meme seriously. 



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 Where do Posters hang out?  And once you find them what’s a good way to reach them?  Good questions. Certainly Posters (original content creators on the web) hang out online, but the best Posters get out of the building to see and smell the coffee – they need living breathing stimulation. So how to you find and reach them? 

On a macro level, you go big.  So Vancouver would be a good place to be promoting and spending to reach Posters this week.  Davos Switzerland or Park City, UT (home to Sundance Film Festival) would have been good places to promote a couple of weeks ago. Buying radio, outdoor, local web or local TV ads in these cities, well in advance, would have been a smart way to reach Posters in a targeted relatively inexpensive way.

On more of a micro level, if you want to reach technology Posters or music Posters, try buying media in Austin, TX during South By Southwest. How about dialing up your Google campaign in that city for those couple of weeks? If you are trying to reach soccer Posters, look to South Africa for the World Cup soccer finals in a few months. 

At McCann-Erickson the media people used to look at targets and do a something called a DILO (Day In the Life Of) to determine appropriate times of day and media choices. While saving money and trying to viral up your message, think about key Poster communities and MILOs (months) or YILOs (year). Target your Posters.

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