About 10 years, the film “The Perfect Storm” came out.  It is not often that I can remember a line from a movie.  But there is a line in that movie that has always stuck with me.  When they decided to go out further, the question was asked why should they go there.  The reason that they gave was “Because that is where the fish are”.  Simple.  Yes.  Of course everyone says.  But how often are we as marketers and messengers sending out our message and then asking why no one is reading and / or responding.  We put it where we think it should be.  Where we think it belongs.  But is that where the fish are?  Is that where the potential customers congregate?  I just wrote a blog post for our New Marketing Labs blog (www.newmarketinglabs.com) comparing event marketing to digital marketing.  What has intrigued by both over the years is the simplicity of the concept.  Basically, they are both opportunities for companies to fish where the fish are.  In the event marketing space, it is obvious.  In the digital marketing space, it is less obvious.  It is easy to get lost and to send your message out without ever paying attention to where the fish are.  So often I hear – “Yes we have a Youtube channel, but no one is viewing…”  Why?  Because people assume that by dropping your line in the water, you are fishing.  The problem is that companies need to spend as much time finding the places to place messages and outreach as they are creating the messages in the first place.  Do that, and success will come.  Don’t do that, and it will be like screaming in the woods where no one is listening.

So – find the fish and fish where the fish are.  Simple – yes.  Critical – no question!