I just got the coolest link about the Pomegranate Phone from Twitter. It is an amazingly clever gag viral marketing piece that leads to a very serious Discover Nova Scotia web site.
Once I looked at this site (and was very entertained) I asked myself a few questions. Did spending a virtual fortune on the production of this site really translate into leads for the Province of Nova Scotia? Did all this effort get the right people to my final content?
I am willing to bet my bottom dollar that the same budget spent on direct marketing to target businesses would yield more inquiries. The LA Times quotes that it would cost $60,000 dollars for a full page ad in a target city. How many Execs could I touch directly with a variable data communication targeted to their sector, a personalized landing page, and robust tracking by prospect’s name and position?
Popularity is fine, results are better.