Today is the perfect time to launch a product through a distinct way of doing it. Traditional media is an effective support to below-the-line campaign such as event and promo. Launching a product through implementation of an event is dynamic. Event is a below-the-line activity. It is an interactive experience between a product and consumers because you can see the product or service up-close and personal and you can even request for a live demo of the product or a commitment or even a service level agreement in case a service is being promoted. But for the new generation marketing where most working people are online, digital brand campaign is the next wave.

In the early 90s, event management has become the revolutionary way of launching a product. From self-producing concerts sponsored by companies and media networks, it had then elevated to the next level where event already is a part of the marketing program in the entire year. The advertising way of conceptualizing a campaign had gone down to below-the-line activation. The former advertising professionals, production people and technical groups collaborated and influenced the top companies to consider events in their marketing campaign.

In 1999, advocators of tri-media would still continue to harp on traditional advertising campaign. Probably because the network infrastructure for delivering massive amounts of data or files such as video or audio were not there yet. Being the emerging alternative in the industry, event management companies dramatically changed the way companies do business – to reach their consumers and target market. Then, successful companies would continue to embrace the effectiveness of event and promo to create this interactive environment and keep in touch with the market.

Today, a new kind of service must be integrated in order to catch up the ever expanding Internet market. Many marketing people are not yet ready in adopting this new media and website methods as strategic tools in promoting and selling their products because of many different reasons.

Technology will transform every business into a platform where strategy will dominate pure creativity (which most of the time an expression of art, not business). The companies who will step up will stoke the global trend and market with a great innovative mindset in motivating customers. Marketing has already become a Technology. Through the technology, the new way of launching a product is by building a Digital Partnership with clients.

The process of launching a product is a serious job implemented by passionate people who believe in perfection and quick response. Staging an event attracts more people and help them actually see and experience the product. An event gives them another dimension of how the product will fit thier lifestyle. On the other hand, mainstream support elevates the personality of the brand to those who are liquid to spend more money in advertising.

However, marketing pull strategy has becoming more of a dominating force over push strategies through advertising. Brand obsession, usually presented by doing a sing and dance number, is slowly evolving into the digital exposure and relationship marketing that the Internet can now provide. No matter how good your presentation is but if the relationship with your customer does not exist, it will be just another entertainment.

In this new Global economy, the market has become smarter. You need to establish a link between a product and consumers. The alternative way is to strategically create a digital approach of launching your product. The digital event reinvents the way of launching a product and digital brand marketing is needed in taking the lead in business.

When I was in high school (not a long time ago), our batchmates embraced the idea of punk fashion and injected a little bit of attitude. It was an expression of something unusual. In general, punk is a rebellion. Meaning, there are things that don’t work anymore so you have to change them. It is usually a negative connotation. Many express them in music and fashion. Some do it by lifestyle. Punk, therefore, gets attention. People comment about this kind of expression. They give disgusting impression. Nevertheless, it is effective. It works.
What about applying punk attitude in marketing? What about the straight-forward approach to consumers? Before, organizations and their system are made big and simple. Today, it has evolved in making every single enterprise small and yet complex. Ad agencies wouldn’t understand why big clients slowly are in the transition of outsourcing the jobs to small marketing and creative companies. That means small companies with better people (and leaders) are more effective where communication happens at a personal level at times. Why is it so? Small creative and marketing companies have many options other than doing the mainstream. The main competition is not on TV. It will be in the Internet. One very good example is the budget of Hillary Clinton and Obama for presidential campaign. Did you know that they spend 30 pct of their marketing campaign in the Internet? Nike uses cross-media communication strategies in launching the latest Jordan’s shoes.

So who’s threatening? It is probably not the same words and phrases we use to convey the message across the target market. It is the democratic way of emerging new ideas that include using different tools to reach your consumers. It means getting them involved in your product and building a relationship with them by knowing their lifestyles and what they really want by listening to them (even if you hear negative feedback). I tell you, Twitter.com works. In this way, being innovative and creative makes more sense. It is because we would also like our clients to be smarter on diverting more on the most-and-cost effective marketing communication tool.

Below is what I got from “punk marketing”.
“Not long to go now before advertisers and their agencies get the bad news they’ve been avoiding for so long – viewer ratings on their TV ads. For the first time on a widespread basis Neilsen Media Research will start releasing data on how many viewers (if any) continue watching a channel during the breaks. We Punks predict the data will make depressing reading for the majority of the people who are responsible for the $70 billion of TV advertising stuffed on our screens each year. Who will be the most depressed? We’ve ranked them, in order of decreasing depression:

1. TV network executives (because they’ll continue to lose ad dollars to other media)

2. Ad agency executives (they have focused too heavily on TV campaigns and DON’T KNOW WHAT ELSE TO DO)

3. TV production companies (their business is built around TV ads, but the smart ones are honing their skills for other forms of film content)

4. Marketing executives (they will realize how much money they’ve been wasting – not “half” as Mr. John Wanamaker said all those years go, but maybe seventy, eighty or ninety percent). And when will they learn their lessons?

And who’s most to blame? Weve ranked them too, in order of decreasing blame:

1. Ad agency executives (they’ve pigeonholed themselves into experts at making TV ads when the writing has been on the wall for years that they should be thinking far more broadly to other formats). At saka di nila alam how to use the Internet as a strategic marketing tool.

2. Marketing executives (they allowed their weak agencies to make terrible ads containing no Big Ideas that are irritating to watch). It is because most of them think like their weak agencies. They are also weak.

3. TV network executives (they should have said “no!” to bad ads or at least charged a premium for them a long time ago – bad TV ads weaken the content on the network)

4. TV production companies (for agreeing to make crap ads because the money was good – shame on you)

To the few smart marketers and agencies who have seen this coming and are now thinking Punk, we salute you!”