The Great Wall of China Marketing Methodology

Individual activities are all too quickly lost into the aether and limited to just one attempt at conversion - where we know that a more continuous and gradual process is required. This is in part also about sustaining marketing momentum - such that you hold the interest of your target audience for long enough for them to be fully persuaded.

This is why Agencies always work on the basis of long-term campaigns with multiple and sustained impact points. So it's not just about doing or attending a single event - it's about being mentioned during the preliminaries and initial announcements - in the lead up to said event, various concurrent impacts during the event, and extensive follow-up afterwards to ensure anyone you did manage to snag on your hook - stays hooked!

So with the Great Wall of China - that is symbolic of a far-reaching and enduring monument - with maximum visibility and impact. We at Affino often bemoan the short-term nature of so many events - where you really only get any significant action during the short course or duration of the event. While that think-space really needs to be expanded and extended. I see it as somewhat similar to the typical teaching methodology of Universities - where you have the one main lecture on a specific tiopic, but then several consequent tutorials and follow-up discussions as to how that core material is best applied within the wider context - a sort of process of repetition, amplification affirmation and rationalisation.

When we (Affino) seek media alliances - we seek for those to be extended impact types of clustered activities - where what precedes and follows is really just as important as the main event. In fact in terms of a proper Campaign - it should all be exactly the same sort of things as that long chain of assembly that is the figurative and literal Great Wall of China!