July 2nd, 2010
Why Would Fight Advertise?
So, we got an opportunity to do a very small amount of free advertising for Fight. It was intriguing, but advertising for Fight is not an obvious choice. There are are plenty of reasons that we might not consider doing it at all (much less in the tight confines of LinkedIn’s 75 character text ad):
- Digital strategy (our product) is not typically a low-consideration good. It can be expensive, which means that advertising is unlikely to lead directly to work for us.
- Our value proposition is potentially complex. Making any kind of point about why digital strategy is beneficial, and why Fight is the right company to do it, in just a few words and in a way that isn’t trivial is quite a challenge.
- The ad space is crammed with all kinds of companies screaming that their solution is the best, making it difficult to grab a person’s attention in the first place. These ads are focused primarily on low-cost tactics that promise quick ROI and use language that is very direct response-focused (which makes considerable sense for this medium), creating a large attention barrier for us to have to break.
This made it all the more important to have an answer to the question: What (if anything) can we do with these offers that will create actual value for Fight? The next couple of articles will explore this question.