One of my leisure activities is grilling and smoking. For me, it all starts with the rub — a combination of ingredients that I apply to beef, pork, poultry or fish. Salt and pepper, garlic powder, paprika, brown sugar and chili powder are all staples in my homemade rubs. I rarely use prepared rubs, as I like to experiment and find out what works.
The same goes for my awareness-building campaigns: a bit of this, a pinch of that, a scoop of something else.
In past years, we used to call this the “media mix.” Today, with the emergence (dominance?) of digital media, we’ve redefined this mix as multi-channel or cross-channel marketing. But at the core is what I have for many years described as a multi-arrow approach to marketing — that is, no one single arrow will hit the target every time. Rather, a mix of media and channels is the right recipe to raise awareness, and ultimately, to raise funds.