5-6 weeks ago, I broke one of my fingers so I’m fairly averse to typing at the moment. A couple of days ago I pulled my achilles so I’ve been walking like I’m double my age. My son, trained by his bad daddy, properly piled on saying, “You always walk like you’re twice your age”. Oh the wonderful sound off freshly beaten chillens!
Sparing myself typing, limiting transitions: My Adbase list for a particular target had about 450 names. Of those, only 96 are listed as accepting email spam. 11 of those were hard bounces. Of the 85 who received the email, 28% opened it. You have to track all of that data. But do you? Do you?!?!?
See a product, campaign, company that you dig. Research who did it. See if that company still represents the product. Tie it all in on the appropriate list. Send out email. Send out physical promos. Make calls. To this day, I have gotten more gigs from people talking to other people about me. Now, people are talking about twitter to twits. Well, maybe not but I’m not bearing the benefit of a lot of chatter presently.
When I was a quasi-big man in the DVD field I used to be invited to speak at conferences and crap. One of the last ones I attended, a student laid the question of what should they do to get in the business. Mind you, I was there as a Designer/Producer. My advice was they never learn how to do anything technical above putting the phone to their ear. Photoshop, After Effects, Maya = NO. Phone bill = YES. The technology can make you obsolete. The people will keep you paid. I have worked under the power of former receptionists and convicts, driven by companies whose interactive divisions I’ve built, and go long stretches (years) not getting calls returned.
When you are outside of business infrastructure, your need to intersect a socio-economic ecosystem becomes an imperative. They might talk it, but I don’t know too many people who just sent out a couple of emails and everything fell into place. People have told me that they’ve seen it happen and I tell them that I’ve seen their parents on red tube.
Someone is telling me that they like the new music video I did. What they did was search Google for megafunk and got videos from mega funk. Two pages deep, they dominate. Viva Brasilia! I have the first entry and then a couple of others on the second page. Not everyone uses the web the way web savvy people do. So how much time should I allocate fighting a cyber turf war? I have to shoot. I have to animate. I have to elevate my foot to regain a functional relationship with my achilles.
So, I’m a bit sick of looking at the SEO, the hit count, the demographic breakdown. The number at the financial institution of choice tells me what I need to know: “You better know somebody.”