Friday, April 9, 2004 – Keeping a blog is a remarkably simple, inexpensive way to build a community of friends and colleagues. In our case, not only is A Fine Kettle of Fish a surprisingly valuable communication channel, but it also allows us to put a personality on the agency, giving us a forum to share our knowledge, exhibit our creativity and hold forth on matters of — ideally — mutual general interest. Word has it that there are more than several million blogs in existence worldwide, but I’ve only been able to find a handful that are being published by marketing communications agencies. H-m-m-m…Part of me realizes the jury’s still out on their viability as a business application, and that many folks are playing the game of wait-and-see. Okay. I can appreciate their sense of prudence. But on the other hand, I’m thinking these guys could be missing the boat. After all, isn’t true direct marketing all about initiating a one-to-one dialogue with a mass audience (oxymoronic concept aside)? “Listen to the murmur of your market.” That’s what Don Jackson writes on page 116 of “2,239 Tested Secrets for Direct Marketing Success,” the book he put together with Denny Hatch in 1998. He tells readers: “Create feedback loops in your database environment so that you can record what your customers and prospects are saying about your products, your service, your company and your competition. There is no more valuable source of information.” Exactly. This blog is one such “feedback loop.” It’s one way of interlocking the circle of good people who visit us through our Web site — and establishing mutually beneficial relationships with each and every one of them. It’s, well, A Fine Kettle of Fish. So please, don’t hesitate to drop us a line.
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