Throughout the speech, Pacino’s Tony D’Amato constantly refers to the need for his players to grind out the game “inch-by-inch”.
It’s a “game of inches” he explains.
“We can climb out of hell, one inch at a time.”
Marketing communications today is a bit like that with the multitude of channels and potential two-way interactive ‘micro moments’ confronting brands on any given day (see what I did there?).
And this: “The inches we need are everywhere around us”.
Sure, go searching for instant success.
Try and score a metaphorical ‘touchdown’ with every marketing play.
Or, you can be smart about it and build a rock-solid ‘marketing communications base’ through the strategic use of content-led social PR.
Tweet by tweet.
Email newsletter by email newsletter.
Social interaction by social interaction.
Blog post by blog post.
Podcast episode by podcast episode.
YouTube video by YouTube video.
Guest article by guest article.
Media interview by media interview.
Speaking engagement by speaking engagement.
Case study by case study.
LinkedIn post by LinkedIn post.
Build your base.
Then, when the opportunity arises — break away and make the touchdown!
Put that big marketing idea into action!
Pitch that big research-based story to the TV news!
Run that big event!
I think you’ll greatly improve your chances of success if you’ve already put in the foundational ‘inches’.
Create that kick-arse media property!