now or never
Now.
Not next quarter. Not next fiscal year and "we'll see."
It's now. And it's up to you.
You could play it safe: Cut those marketing dollars now and know you're following the Conventional Business Playbook. You'll probably still be around once the boom times return.
But will anyone remember you?
Ford Motor Company could have played it safe and pushed back the launch of their newly redesigned 2010 Mustang, but they know a successful brand doesn't wait for a good market. It creates one.
Ford invested their marketing dollars in a short film I conceived and wrote. It fired-up both fans and novices, creating a tremendous amount of buzz on the internet and helped increase Ford's domestic market share by over two percentage points despite the current recession.
The web version generated enough traffic to crash their hosting servers. Enthusiasts blogged about the storyline. There was even a national spot promoting it during NBC's Knight Rider, reaching over seven million viewers.
Anyone can create a spot that tells you the Mustang is new, better and comes in a variety of different colors. As a writer/filmmaker I helped make the Mustang come alive, tapping those long-hidden passions for the twists and turns of the winding road.
cary william dicristina
2642 tanglewood road
decatur, ga 30033
mobile: 404.277.1774
email: cary@carydicristina.com
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copyright 2009 by cary dicristina