I had an awesome meeting today with Tony Scelzo, the founder of Rainmakers, in which he spoke about frequency and universe. Basically your universe is composed of suspects, prospects, and influencers. Frequency is the number of contacts you have with these people each week, month, year, or whatever. This model is consistent with my current marketing philosophy. Frequency and follow-up are extremely important along with the number of people who carry your message.
I've seen so many models and analogies for good marketing, that it blows my mind. Mostly they all mean the same thing. You do research to determine a good market segment. You hit that segment with as many different forms of contact as you can think of. You measure what worked and what didn't. You do more of what worked and less of what didn't. You do this until you own your market. It sound so simple that it's almost crazy that we still talk about it so much!
It's ideas such as this that make a web content management system make so much sense. A CMS with the right features allows you to run several different campaigns at once. For example, Marketpath CMS allows users to search optimize their site (and keep it optimized), create and measure landing pages, create a corporate blogging program, run a viral campaign, and coordinate their site with email marketing. How much more power could you ask for?
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