You might be a Connection Planner and you don’t know it.
If you work in politics and your job is to create complex communication strategies to narrowcast to multiple target audiences all towards one big defining win. You think of everything as an opportunity to extend your message: the photo op, the setting, the PR spin, the sound byte, whether or not to tell people the candidate windsurfs . . . You have passion for using communications to convince people to believe in something – a person, a cause, an idea.
If you work in the media department of an ad agency but you’re a strategic thinker. You find yourself awash in tchotkes, boondoggles, flow charts, and Excel spreadsheets. When what really interests you is the big idea. And we’re not talking about tactics, we’re talking about the big strategic idea. The thing that makes it all go. You’re more interested in building the Velcro wall for the other guys (some who work in media) to know what should stick.
If you work in music or film and your job is to give albums or films their moment in time. You understand the communications complexity to making a film “open” weekend one, and the necessary actions before and after. You understand how the Web has changed music, and that some of today’s most popular bands were built by pasting small together over and over until it was BIG (see Fall Out Boy, Panic at the Disco, etc.), and by urban street teaming and word of mouth (see hip hop, the mix tape).
If you work in planning but your heart is in popular culture not research. If you find you’re less interested in giving birth to the big idea, and more interested in raising it in today’s fascinating new media world. If you consider yourself more street smart than book smart. If you think you can learn a lot about communication strategy from American Idol, P. Diddy, and match.com. You’ve read the marketing books, but you want to bring them to life, to take action, not just philosophize. You know what's wrong, now you want the opportunity to do something about it.
Sound like you?
If so, you’re already doing Connection Planning. Call Fallon to get paid.
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Share ideas that inspire. FALLON PLANNERS (and co-conspirators) are freely invited to post trends, commentary, obscure ephemera and insightful rants regarding the experience of branding.