Comments on: Trends And Truisms Day One: The Big Idea Can Be The Sum of Small Ideas http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/ Circ.us is a creative communications firm that helps brands tell stories through innovation and participation. Fri, 05 Feb 2010 08:21:44 -0500 http://wordpress.org/?v=2.8.2 hourly 1 By: Making Social Marketing Healthy and Balanced | A Media Circus http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1753 Making Social Marketing Healthy and Balanced | A Media Circus Wed, 28 Jan 2009 20:52:40 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1753 [...] No Distributed Web Strategy [...] [...] No Distributed Web Strategy [...]

]]> By: Two Weeks Of Traveling and Marketing Dataportability | A Media Circus http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1750 Two Weeks Of Traveling and Marketing Dataportability | A Media Circus Fri, 21 Mar 2008 12:08:29 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1750 [...] myself and the other panelists, I have and will continue to explore the marketing implications of the distributed web. I feel this concept is paramount to any modern marketing strategy and we all must be aware of what [...] [...] myself and the other panelists, I have and will continue to explore the marketing implications of the distributed web. I feel this concept is paramount to any modern marketing strategy and we all must be aware of what [...]

]]> By: Good Ideas; The New Viral | A Media Circus http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1749 Good Ideas; The New Viral | A Media Circus Wed, 20 Feb 2008 13:07:25 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1749 [...] have heard me rant about my hatred of the term "viral" (yes, I hate it in both a marketing context as well as a health context). While I think the power [...] [...] have heard me rant about my hatred of the term "viral" (yes, I hate it in both a marketing context as well as a health context). While I think the power [...]

]]> By: adam http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1748 adam Thu, 03 Jan 2008 12:38:44 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1748 I completely forget that I had written a post a while back with similar ideas Here it is, I hope it adds to the conversation! http://amediacirc.us/2007/08/02/really-small-big-ideas/ I completely forget that I had written a post a while back with similar ideas Here it is, I hope it adds to the conversation!

http://amediacirc.us/2007/08/02/really-small-big-ideas/

]]> By: adam http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1747 adam Wed, 02 Jan 2008 23:06:48 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1747 David I fully agree that the smaller, execution oriented tactics need to be wrapped in a larger concept. At the end of the day, I think everything has to come back to the core marketing solution. This is why I made sure to use say that the big idea CAN be a SUM of the smaller ideas. I totally appreciate your insight, and think you are dead on in refining this first idea. I guess my gripe is when people ask for the big idea and are not concerned with how it will be executed, and do not pay attention to the fact that one singular big idea will not resonate with the type of fragmented audiences that are indicative of the modern media space. I think certain marketers are still too concerned with the glitz and glamor of the idea itself and are not paying attention to the small pictures that make up the album that is the big picture. David

I fully agree that the smaller, execution oriented tactics need to be wrapped in a larger concept. At the end of the day, I think everything has to come back to the core marketing solution. This is why I made sure to use say that the big idea CAN be a SUM of the smaller ideas.

I totally appreciate your insight, and think you are dead on in refining this first idea.

I guess my gripe is when people ask for the big idea and are not concerned with how it will be executed, and do not pay attention to the fact that one singular big idea will not resonate with the type of fragmented audiences that are indicative of the modern media space.

I think certain marketers are still too concerned with the glitz and glamor of the idea itself and are not paying attention to the small pictures that make up the album that is the big picture.

]]> By: David Berkowitz http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1746 David Berkowitz Wed, 02 Jan 2008 22:55:56 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1746 I've definitely heard marketers ask for "the big idea," and I agree that sometimes the best strategies for certain campaigns involve small ball, not the home run. Yet the small ball still needs to produce runs; it's not just about getting the men on base (and, please, whack me with a bat if the sports analogy's too much). It has to be connected to some sort of bigger picture or overarching strategy, or the small ideas will flounder in a vacuum. They need to be grounded in something so it's clear why, for example, a tax software marketer is setting up a page on Twitter or why a TV network will monitor blog buzz from the up-fronts in May (both of these are based on campaigns I've been involved with at 360i). Sometimes that also means the big idea's already there, so it's time to disseminate it or carry it out. But big ideas still hold tremendous value. I’ve definitely heard marketers ask for “the big idea,” and I agree that sometimes the best strategies for certain campaigns involve small ball, not the home run.

Yet the small ball still needs to produce runs; it’s not just about getting the men on base (and, please, whack me with a bat if the sports analogy’s too much). It has to be connected to some sort of bigger picture or overarching strategy, or the small ideas will flounder in a vacuum. They need to be grounded in something so it’s clear why, for example, a tax software marketer is setting up a page on Twitter or why a TV network will monitor blog buzz from the up-fronts in May (both of these are based on campaigns I’ve been involved with at 360i).

Sometimes that also means the big idea’s already there, so it’s time to disseminate it or carry it out. But big ideas still hold tremendous value.

]]> By: adam http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1745 adam Wed, 02 Jan 2008 22:12:47 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1745 I could not agree more Joanna! Thanks for the great comments. I totally agree that people still think of a big idea in a very "boxed" fashion (often in a 30 second format, as you mention). We certainly need to continue to break out of this mold and this is the year to do it! I could not agree more Joanna! Thanks for the great comments.

I totally agree that people still think of a big idea in a very “boxed” fashion (often in a 30 second format, as you mention). We certainly need to continue to break out of this mold and this is the year to do it!

]]> By: Morpheus Media Mlog » Blog Archive » Year In Review http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1739 Morpheus Media Mlog » Blog Archive » Year In Review Wed, 02 Jan 2008 22:07:08 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1739 [...] But before we shoot headfirst into ’08 lets take the obligatory look back at 2007 not just here at Morpheus Media, but in the interactive marketing space as a whole. My Main Man and all around Morpheus’ stalwart Adam Broitman does a great job detailing the biggest ups and downs of the last year over at his place A Media Circ.us. Who were the biggest winners and what should the community take away from this past year’s action? Is Web 3.0 all but upon us? Should I never use the term 3.0 ever again? Where did Josh get that hat? And of course who is King? Adam does a great job letting us all know in his best post of the year “Trends and Truisms.” [...] [...] But before we shoot headfirst into ’08 lets take the obligatory look back at 2007 not just here at Morpheus Media, but in the interactive marketing space as a whole. My Main Man and all around Morpheus’ stalwart Adam Broitman does a great job detailing the biggest ups and downs of the last year over at his place A Media Circ.us. Who were the biggest winners and what should the community take away from this past year’s action? Is Web 3.0 all but upon us? Should I never use the term 3.0 ever again? Where did Josh get that hat? And of course who is King? Adam does a great job letting us all know in his best post of the year “Trends and Truisms.” [...]

]]> By: Joanna Pena-Bickley http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1744 Joanna Pena-Bickley Wed, 02 Jan 2008 21:05:47 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1744 I would love to see marketers begin asking "Whats the conversation about?" as opposed to what the big idea was. So often marketers are still wrapping their "ideas" into 30 second spots but no looking at it from campaign platform or the outcomes of a conversation. it is my experience the at the people who state “I love it, but where is the big idea?”, need to go back to their platform strategies and ask themselves is they really address their core audience. To be viral is to be talked about. we should be creatively crafting the conversation (because that is the big idea) and then using our technical prowess to facility a fast moving game of hot potato. I would love to see marketers begin asking “Whats the conversation about?” as opposed to what the big idea was. So often marketers are still wrapping their “ideas” into 30 second spots but no looking at it from campaign platform or the outcomes of a conversation. it is my experience the at the people who state “I love it, but where is the big idea?”, need to go back to their platform strategies and ask themselves is they really address their core audience. To be viral is to be talked about. we should be creatively crafting the conversation (because that is the big idea) and then using our technical prowess to facility a fast moving game of hot potato.

]]> By: adam http://circ.us/2008/01/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/comment-page-1/#comment-1743 adam Wed, 02 Jan 2008 19:01:34 +0000 http://amediacirc.us/2008/01/02/trends-and-truisms-day-one-the-big-idea-can-be-the-sum-of-small-idea%e2%80%99s/#comment-1743 Thanks for that Jamie! I agree, the worl viral should be outlawed before content has been created. The term should only be used after content has been created and is ready to be seeded. Adam Thanks for that Jamie!

I agree, the worl viral should be outlawed before content has been created.

The term should only be used after content has been created and is ready to be seeded.

Adam

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