July 6th, 2010
Opportunity Windows
This is part of a series of articles about how Fight is approaching using some free advertising. It all kicks off here.
Aside from Consideration, the other major factor for people who might be interested in working with Fight is their window of opportunity.
Most people are not continually in the market for a new car. They buy a car and they’re good for a while. Similarly people aren’t always in the market for digital strategy. They may not have a project coming up for a while. On the other hand, you might always be in the market for a pack of gum. When you are presented with an opportunity to buy some gum, you might take it every time.
So the challenge for us (and any other company that has high consideration goods and relatively rare windows of opportunity) is to keep Fight’s level of consideration above potential clients’ minimum threshold long enough for a window of opportunity to come along.
So what does this mean for our advertising? It means that it needs to be a gateway to creating enough of an interest for ad viewers in Fight for long enough for a window of opportunity to arrive for them.