communities

Value or Volume - which one do you really want?

In a conversation I had with a client today, the discussion veered off into the (almost constant) argument of whether we should be focused on getting more volume or more influence. Let me explain.

Businesses typically have a choice of deciding where they spend their marketing dollars. This is great if you’re a great big company with endless budgets toplay with - you just spend it everywhere and eventually something sticks. The smarter ones take the time to make sure it all sticks … but you get what I mean.

But what if you’re a small or medium sized business? A non-profit? An educational institution? Cause related? What then? Do you go for volume or influence.

If you had to choose, where would you lean to - finding the 10 people who really matter and courting them, or talking to a 1000 and hoping you hit the right spot from time to time?

Now, there are numerous descriptions and opinions around these terms but for the sake of this post let’s use the following:

Volume would be the amount of noise you create. Online, offline and through the line - regardless of whether its paid advertising, free publicity courtesy of word of mouth or media coverage, or even ground marketing events for that matter.

Influence or Value would be the actual audiences or people you speak to - and who listen and maybe even speak back.

So here’s an example - you have two sites. They’re both bloggers. One has 10000 visitors a month. Very active indeed from that point of view. Another has 1000.

Easy as pie to decide which one is the better site right - or is it?

After all, what if the 1000 people on the second site were actual consumers, decision makers, fully engaged and involved participants in the blog’s community? What if they were in turn influencers and able to help other people use products or services from that company?

Granted, the first angle of volume would also give you some sales. Create some buzz. Drive value.

So, it brings us back to the question of Volume or Value.

Personally, I think Apple, Nike and Toyota’s Prius line of cars are good examples of brands that have to some extent struck a balance between volume and value.

Which do you think works better and more importantly, can we have both? Do you have examples of these?

© 2008 Journeys Through The Line.