• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Margie ClaymanMargie Clayman

Marietta, OH

  • About Me
  • Marketing
  • Librarianship
  • Random Musings
  • Contact Me

Linking the Tactics, Using the Buffalo

May 7, 2010 by Margie Clayman 5 Comments

About 3 years ago, all of the talk was about “integrated marketing.” Maintain a common aesthetic across all of your marketing channels to increase the strength of your brand.

Last year, all of the talk was about Social Media. It was a new frontier (relatively), and if there was one thing we all wanted to see last year, it was something new.

This year, “the talk” is all over the place. Is mobile marketing the new darling? Is it going to defeat Social Media? Is Google going to take over the world or is Facebook going to beat it to the punch? Is print dead or just on vacation?

Maybe it’s the pacifist in me, but I don’t think marketing is going to be about just one thing ever again. I think the companies that are really going to soar are going to be the ones who do everything and do everything well.

Chris Brogan wrote a post today where he used the phrase “Buffalo Content Maker.” The idea is that generating content for one purpose is not the most efficient way to go about things. If you have a public speaker come in to talk to your company, per Brogan’s example, why not videotape it, post it to YouTube, link back to your website, and become a resource? In Brogan’s own case, blog posts are becoming books, presentations, tweets, and more.

These are all great ideas, but they are predicated upon the fact that your key emphasis is the online world, particularly the Social Media world. I would like to see someone using a buffalo that is made of new media and yes, the horror, traditional media.

How can you do this?

Let’s jump off from a similar place to where Brogan started. Let’s say one of your customers has invited you to do a product demo at their facility. You pool your resources and get your talk ready. With you is someone to videotape the session.

When you get back, you do a little editing and post the video to YouTube. Ask your customer if you can include any questions and things they might have brought up that were good points.

Put together a little news release that you send out to the industry and post to your website. Great product demo now available. Link to the YouTube video. It’s okay not to link to your site. If they like what they see, they’ll link to your site from YouTube — a boost for SEO.

Let’s say you have a trade show coming up. Burn the video to CD, design some nice face art, and you have a give-away for the show that people won’t just throw on the floor (CDs seem more precious than sheets of paper or fliers, I’ve noticed). If you’re really feeling wild, create a direct mail piece in which the CD of the video can be inserted. Invite people to view the CD and bring their questions to your booth.

This is just one example, and not a full example, of how Social Media and the ever-changing online world can actually enrich rather than over-power tactics in which companies were engaged but a few years ago. Social Media doesn’t have to defeat traditional media and mobile marketing doesn’t have to defeat Social Media. Everything can be linked together to create a single, giant, buffalo-like chain. Use it up. The possibilities are endless.

Image by Antonio Jiménez Alonso. http://www.sxc.hu/profile/Capgros

Filed Under: Marketing Talk

Reader Interactions

Comments

  1. Eye On Life Magazine says

    May 7, 2010 at 2:34 pm

    You are so right on about what you say here. It's definitely not all about one thing. Great post.

    Reply
  2. Real Life Mad Man says

    May 7, 2010 at 2:58 pm

    Thank you!

    Reply
  3. Karin says

    May 7, 2010 at 5:20 pm

    I really liked Chris Brogan's Buffalo post today and enjoyed your take on it as well. I think anyone starting a business these days would do well to consider the Buffalo!

    Reply
  4. Real Life Mad Man says

    May 7, 2010 at 5:59 pm

    Thanks, Karin. Much appreciated!Couldn't agree more!

    Reply

Trackbacks

  1. The Heart of Social Media, Part Two: The Role of Influencers | Margie's Library of Marketing Musings and Morsels says:
    November 27, 2010 at 11:25 pm

    […] of his post to something from my world – integrated marketing. So, I wrote a post called Linking the Tactics. Using the Buffalo. A little later in the day, I started noticing that 7 new people were following me on Twitter. Given […]

    Reply

Leave a Reply to Karin Cancel reply

Your email address will not be published. Required fields are marked *

Previous Post: « I want to hear what you think!
Next Post: Why not discuss a revolution in ROI? »

Primary Sidebar

Recent Posts

  • Seeing Double: African American Literature
  • Book Review: Alexander Hamilton by Ron Chernow
  • Book Review: Land of Lincoln, by Andrew Ferguson
  • The portrayal of the infertile woman in entertainment
  • Chapter 3: A Weird Thing Happened Today

Recent Comments

  • Delores Baskerville on Are you locking out blog subscribers?
  • frank c tripoli on Book Review: Alexander Hamilton by Ron Chernow
  • Lyv on #30Thursday number 10 (we’re in the double digits?!?)
  • Fitoru on New Recipes, 2013
  • Anna Wyatt on Help me petition to deactivate driver-side airbags for Little People

Archives

  • February 2021
  • July 2020
  • June 2020
  • April 2017
  • October 2016
  • July 2016
  • April 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • December 2014
  • October 2014
  • July 2014
  • June 2014
  • May 2014
  • February 2014
  • December 2013
  • October 2013
  • August 2013
  • June 2013
  • May 2013
  • April 2013
  • March 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2012
  • April 2012
  • March 2012
  • February 2012
  • January 2012
  • December 2011
  • November 2011
  • October 2011
  • September 2011
  • August 2011
  • July 2011
  • June 2011
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • December 2010
  • November 2010
  • October 2010
  • September 2010
  • August 2010
  • July 2010
  • June 2010
  • May 2010
  • April 2010
  • February 2010
  • January 2010
  • December 2009
  • April 2009
  • March 2009
  • February 2009
  • January 2009
  • December 2008
  • November 2008
  • October 2008
  • September 2008
  • August 2008
  • July 2008
  • June 2008
  • May 2008
  • June 2007
  • April 2007

Categories

  • Book Reviews
  • Crafts and Charity
  • Gardening for Renters
  • Marketing Talk
  • Molly Maggie McGuire
  • Musings
  • PassionPlayers
  • Uncategorized

Meta

  • Log in
  • Entries feed
  • Comments feed
  • WordPress.org

Footer

marjorie.clayman@gmail.com

   

Margie Clayman © 2021