I work w/ Rickshaw on a daily basis. We did brainstorming sessions called chalk talks during pre production meetings for a hardware store in Colorado. Prior to launching their web, social, mobile and email campaigns. Here wasone of the chalk talk sessions:
Chalk Talk - Your Business is Not a GAME !
Why Does Peyton Manning sing "Nationwide is On Your Side" and what does this have to do with a hardware store in Highlands Ranch Colorado ? The reason is because Nationwide has spent millions & millions to pound this message through your skull into your brain. But is the risk of cash spent going to yield a return on investment? Let's analyze this question. First, they hired one of the most sought after sports heroes. Second, they hired an expensive ad agency that pitched the jingle to the client and spent millions on a TV campaign. So here is the high risk bet. Though the jingle uses rhyme, rhythm and repetition, people may be able to sing the song, but this doesn't mean people are going to buy the insurance !
Now here is the multi million dollar question. Does a hardware store in Highlands ranch need a National TV campaign? Of course not. Everyone knows this would be overkill and also kill the wallet. This would be unwise and unnecessary. Now what about a local TV campaign? We don't think this is smart marketing either. The hardware store needs a digital marketing strategy by an agency who understands how to deliver customers to the hardware store. Simply put, when people search for hammers in Highlands Ranch our customer's hardware store's location, phone number and google map maneuvers are displayed on page 1 to deliver the customer searching to our hardware store client. read more