I’m not sure how I ended up with a free Condé Nast Traveler subscription, but since I wouldn’t want to look a gift horse in the mouth, I read it happily. Somehow they must have found out I love traveling. That’s irrelevant though, I just needed a lead.
I was set to write a blog about branding this week when I happened upon an article from the June issue that peaked my interest. Condé Nast sent three people to Moscow, one with a Blackberry, one with an iPhone and another with a guidebook. The intent was to show which was the best in getting folks around.
Details notwithstanding, the guidebook won in most categories and overall. The iPhone and Blackberry, while nice devices, have their limitations. The guidebook, with its research and careful editing worked great in most situations and even fostered a little social networking and conversation, if you will.
“PERFECT!!!” I thought. I know so many people who put so much trust in technology and toys that they lose sight of the tried and trusted methods of doing things. I sometimes fall into that trap myself. I think we all do.
So many businesses and agencies run campaigns using the latest and greatest. Recently, social media has taken prominence – as if it could bring throngs of customers and revenue to even the worst business. Wrong thinking.
I won’t suggest that social media is bad. As a matter of fact it’s a great way to reach some tough demographics. In some cases it might be the only way. You shouldn’t depend on it though. One of the most appropriate quotes in this article highlights what I constantly tell people: “I will [not] travel without [an iPhone], guidebook, a laptop and a willingness to talk to strangers.”
Integrated.
The point I’m making here is to integrate your campaigns. Integrate what you’re doing. Never depend on one medium. If you do, you could end up stuck, out of cash and wondering what you did wrong. One area of life imitates another.
And oh yeah, if you’re traveling, I suggest using a guidebook. I might even suggest subscribing to Condé Nast Traveler.