Agile Marketing

I’ll admit that I’m a fan of old-school comic books. I grew up reading a rather dog-eared collection of old comics that were handed down from my Dad. While I’ll likely never attend ComicCon, I know the difference between Wonder Woman and Bat Girl, and I happen to own both Iron Man movies on DVD.

Needless to say, I was pretty excited last year when I saw the trailer for The Green Lantern last year in theatres… and more than a little puzzled when I didn’t hear anything else for the past few months! Mystery solved -  the LA Times had a great story on March 29th that the 200 milllion dollar movie… doesn’t have a marketing campaign yet. The problem appears to be a misalignment with production and marketing; the film crew hasn’t produced enough high-quality 3D segments yet to build a series of good trailers.

How often has this happened in your organization? Your company has a great new product or service coming down the pipeline, and you’ve received marching orders to develop a great new promotional campaign. But the product or service is so new, you can’t get your hands on a demo model to create the creative, or the particulars of the service pricing to position your marketing campaign. How does a savvy marketer prepare for the campaign without the details?

The answer is being agile. Even without the details of a product or service, an experienced marketing director can still prepare the bones of a campaign   – the corporate branding, the outlines of the content, some sample copy, etc. Having this outline ready to go in a program like MarketingBox allows you to plug-and-play with new product particulars and images the moment they’re ready to go, instead of starting from zero the day the product is ready to go-to-market.

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