I attended a presentation by a marketing agency, charged with creating an IMC campaign for our organization including an updated web-presence, yesterday.
After some concern from our Board of Trustees, on testing the usability of the web-site with focus groups before placing it on the web, the account manager made this curious remark about the agency's philosophy:
"We like to shoot, shoot, shoot, aim; shoot, shoot, shoot, aim. Chances are we'll hit something before we ever have to aim."
Sounds counter intuitive, no? At least the meeting attendees thought so.
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