Yesterday at the MediaPost Online Media, Marketing, and Advertising Video conference analysts declared that the starting point for campaign design must be research and testing. This is because the window has grown shorter in getting attention, developing commitment, and converting on your call-to-action. Themes, storylines, and next steps have to be quick, easy, urgent, and readily acceptable. So sort out the highest value concepts and propositions in a closed survey before you jump, so that you can proceed with confidence.

While I was in the shower a couple of minutes ago, I figured out this simple concept to help some homeless people:

If you own a bar, you want publicity, it has to reach out and make a positive connection to your bar. So you'd probably make some flyers and spread them. My simple concept adds to that, as follows:

1) Make flyers (postcard size)

• On the front side, 'One free beer for this good person'
• On the backside, '......... is a good person'
• Perhaps a little bit of design work to make it look 'official' (you'll understand if you read the rest)

2) Make contact with a homeless person who is willing to do some simple work