Agency’s Analog Approach Makes Client’s Digital Day

Since going out on my own nearly four years ago, one thing I have truly come to appreciate is how difficult it is to make rain. To source leads and convert them into prospects. To open doors and close deals.

Of course, every agency has a rainmaker, some agencies have a whole bunch of them. But whatever the configuration, it’s not easy to make rain. That’s why there are whole shelves of books dedicated to the topic–everything from How To Win Friends and Influence People to The Thank You Economy.

You can certainly gain a perspective from the books, but you still need to brainstorm and find a way to reach the right people in the right way at the right time.

Sarah Blasi | LinkedIn

According to Mashable, Cornett Integrated Marketing Solutions in Lexington, Kentucky managed to do that. The staff dropped a “LinkedIn Bomb” on A&W Restaurants President Kevin Bazner and Director of Marketing Sarah Blasi lLast April. The messages said “Welcome to Lexington” because A&W had just moved its headquarters from Louisville after being spun off from Yum Brands, and went on to detail personal stories that staffers had with the brand.

For Blasi, the key was that the messages themselves showed a strong affinity for the brand. “It was crazy. I went from thinking I was hacked to a few seconds later thinking ‘Wow, they took time to write personalized notes.'”

Question: How are you using LinkedIn in innovative ways to pursue a promotion, a new job or new clients?



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.