Читать книгу Startup Guide to Guerrilla Marketing - Jay Levinson Conrad - Страница 26

Time-lapse presentations are characterized by a delay between the time the guerrilla marketer prepares his or her message and the time clients or prospects read it. The message may be prepared hours, days, weeks, or months ahead of time. As a result, time-lapse presentations are one-way communications: They cannot be changed on the fly because they can’t observe every reader’s reaction.

This delay between creation and reading places a great burden on the appearance or formatting of the guerrilla’s message. The entire message must compensate for the facial expressions, gestures, and vocal intonations that readers can’t see but use to judge messages that are delivered face to face. As a result, time-lapse communications are extremely detail intensive. Formatting errors, such as the random placement of text and graphics on a page, the inconsistent use of color and type, or constantly changing typeface and type size undermines the message. Likewise, editing problems like transposed words or spelling errors destroy the identity of competence and professionalism guerrilla marketers strive to project at every point of contact.

There are three categories of time-lapse communications:

1. Print. Ads, brochures, business cards, newsletters, proposals, and reports.

2. Online. Your web site.

3. E-mail. Including e-mail sent to clients as well as postings to online forums.

We discuss web sites and e-mail in more detail in a later chapter.

Real-time presentations are two-way communications.