The Firehose Approach

There are certain situations when a firehose makes sense. Like when a building is in flames. Or when a new inmate just needs the initiation of being blasted with prison water.

Of course, in those situations, you don’t worry too much about the collateral damages. Furniture gets drenched. Floors get flooded. Prisoners feel the stinging pain of pressurized water.

Marketing With a Firehose

You’ve heard the term “drinking from a firehose,” yes? It’s not a good idea. And yet it’s often the default choice of promotional communication we marketers take. Huge event launches. Super Bowl ads. Crazy Twitter campaigns. We focus a year’s worth of effort on a week’s worth of launch.

And then we just hope it sticks.

Maybe your marketing communication needs more dripping faucets. Constantly, consistently dripping.

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