The Science of Marketing

As thin sheets of ice begin to form on New England’s many ponds, I can’t help but think of…swimming.  No, I’m not a member of the Polar Bear Club or anything, that’s just too adventurous for me.  I think of swimming because it helps me look forward to warmer times, when the boots and shovels will be replaced with golf spikes and irons, and the winter clothes will be once again packed away.  Today, this warm weather daydream has gotten tangled up with some client activity, and its got me thinking about rolling thunder: the marketing activities we use to sustain momentum between launches. 

When we put all the right pieces together, a well executed launch (much like a cannonball off a dock) can result in a big splash.  At launch time, onlookers watch to see how high, how far the splash will carry.  But inevitably the water falls back down to earth, and all that’s left is a concentric ripple that travels away from the swimmer in all directions.  Much like that ripple, rolling thunder provides a steady beat of awareness for companies and products once the initial splash subsides.

Since December is often the time to get next year’s plan in order, I thought I’d provide a sampling of basic rolling thunder activities that can be used between major launches to sustain awareness the whole year through.

Advertising – Get your brand out there through targeted ads that won’t break your budget.  Consider sponsored webinars and other non-traditional paid opportunities.

Announcements – save "B" and "C" level news releases for between major launches, and space them out to avoid quiet times. 

Blogging – Your company has deep experience and a unique viewpoint.  Use your blog as a forum for interaction with your audience about the topics you know best.

Communications Calendar – research and pursue editorial opportunities, speaking engagements and awards submissions that raise your profile among your targeted audience.

Direct Marketing – send the prospects you know a periodic, useful newsletter.  Always think of ways to expand and segment your list.

Events – Establish a presence at industry events, if not with an actual exhibit then through sponsorships and aggressive media engagement at the show.

Web Content – Make sure you plan some updates to your web site between major launches to reward frequent visitors with new content, and increase your search engine rankings.

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