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My name's Joel Kelly and I live in Halifax, NS.

I'm a 20something guy doing digital and social media strategy for a Halifax-based marketing agency.

I'm a vegan nerd and marketing asshole.

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Contact me about whatever (like, say, your marketing questions) at

Wednesday, June 25, 2008

It's just about goals

Carman’s post about planning campaigns or creative based on what you or your peers or your friends will believe to be “cool” got me thinking about something we all have to ask ourselves and our clients all the time.

What’s the point?

I left a comment on his post saying that I was critiquing a client’s website (as it’s incredibly hard to use) and was told that it won awards (or was recognized in some way) at Cannes.

That’s a fabulous honour but it matters not at all. Nobody who actually tries to engage with the site, only to be confronted with a loading page and then a non-existent nav structure in a fully-Flash page (no direct linking, no image/text copying) cares at all that the site won some awards. They might be intrigued with the look of the site, briefly. But they’ll never come back. Best case, best case, they pass the link along to a friend because the site looks cool. Worst case, they never enter the contest, their friend never enters the contest, no one sends a direct link to the contest.

And that worst case is just about the current case, it turns out.

If your campaign has a goal, which should almost never be to drive traffic to a micro-site, build around that goal. If the goal is to get information on your customers through a contest, make getting to the contest, sending the link to the contest, and entering the contest the easiest friggin thing in the world.

That simple.

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