A few months ago I spoke at the iMedia Agency Summit and the I made a statement that I would prefer 10 quality relationships over 5MM impressions. The audience was asked how many agreed with me and only one person stood up (I am used to people not agreeing with me, so it is cool :) )
Last week I created an audio vignette to start a conversation based on this experience. I sent it over to the Jaffe Juice podcast. Go have a listen and join the conversation.
Over the last few years I have really learned the quality of relationships in marketing. A catalyst for some of this learning has been my interactions with Joseph Jaffe. I attended a lecture that Joseph gave in 2005 (approximately) and immediately read his book and pulled in the feed for his podcast.
Over the years we have corresponded (despite the fact he has thousands of listeners, he has always gotten back to me, even before he knew who I was). As a result of my belief in Joseph's ideas, and his genuine nature towards his community, I have bought many copies of his books (potentially even 30...and I am not done buying yet) for clients and colleagues (Joe, I don't know if I ever told you but we try to keep at least 5 copies of "Life After The 30 Second Spot" at the office at all times. People are always taking them though!)
So What Is The Lesson Here?
By nurturing one quality relationship, Joseph Jaffe has sold more copies of his book than if he had gone out and bought 5MM impressions on an ad network, hands down!
Furthermore, for each 5th person that I bought a copy, there is probably one that bought a copy (or recommended a purchase) for someone else. Joseph did not need any sophisticated technology to make initial headway into my social graph.
...and not this blog post. This post may reach a few hundred more people and one or two of them may buy a book by Jaffe, and so on and so forth!
I am thinking about putting together a spreadsheet for media planners (as a joke, it is really not necessary) with different media scenarios based on what has been discussed here. Feel free to send ideas!
Tags: Joseph Jaffe, Social Graph, Life After The 30 Second Spot, Jaffe Juice
![Reblog this post [with Zemanta]](http://img.zemanta.com/reblog_b.png?x-id=659606d4-cc6d-41aa-ad6b-29683b2bd9c2)
Last week I created an audio vignette to start a conversation based on this experience. I sent it over to the Jaffe Juice podcast. Go have a listen and join the conversation.
Over the last few years I have really learned the quality of relationships in marketing. A catalyst for some of this learning has been my interactions with Joseph Jaffe. I attended a lecture that Joseph gave in 2005 (approximately) and immediately read his book and pulled in the feed for his podcast.
Over the years we have corresponded (despite the fact he has thousands of listeners, he has always gotten back to me, even before he knew who I was). As a result of my belief in Joseph's ideas, and his genuine nature towards his community, I have bought many copies of his books (potentially even 30...and I am not done buying yet) for clients and colleagues (Joe, I don't know if I ever told you but we try to keep at least 5 copies of "Life After The 30 Second Spot" at the office at all times. People are always taking them though!)
So What Is The Lesson Here?
By nurturing one quality relationship, Joseph Jaffe has sold more copies of his book than if he had gone out and bought 5MM impressions on an ad network, hands down!Furthermore, for each 5th person that I bought a copy, there is probably one that bought a copy (or recommended a purchase) for someone else. Joseph did not need any sophisticated technology to make initial headway into my social graph.
...and not this blog post. This post may reach a few hundred more people and one or two of them may buy a book by Jaffe, and so on and so forth!
I am thinking about putting together a spreadsheet for media planners (as a joke, it is really not necessary) with different media scenarios based on what has been discussed here. Feel free to send ideas!
Tags: Joseph Jaffe, Social Graph, Life After The 30 Second Spot, Jaffe Juice
Related articles by Zemanta
- 15 Days of Marketing Day Six: How Social Media Gurus are Relevant to You (jessicaknows.com)
- Two good excuses to invest in printed materials... (sociallyminded.co.uk)
- Social Media Mistakes Of Five Big Marketers (viralblog.com)
- Are we really ready to move beyond Social Media 101? (mediabullseye.com)
- Charlene Li outlines for the Future of Social Networks (hardknoxlife.com)
- Digital Relationships (marketing.blogtanker.com)