A Beautiful Friendship: TCCC and Sorg and Jedrzejewski
1. TCCC needed to “be everywhere their consumers where in an authentic member of the community in a non-big brand way”. They need to focus on the consumer’s wants and needs, not vice versa. They needed to demonstrate “more about them [the consumer] and less about us [TCCC]”. Donnelly learned that when it comes to successful advertising you can’t always globally scale it. He learned that by focusing on localized groups and tailoring their message to that group, they were able to develop marketing strategies and advertsisements that were more meaningful and effective. Donnelly said “Our team has focused on building the pipes to scale. We want to communicate with individuals and local communities around the world, as opposed to communicating on a global basis. We want to talk with people, not at them as most traditional advertising does.” 2. TCCC needs to tread carefully when it comes to the co-administration of Sorg and Jedrzejewski. It would be obvious to the consumer if TCCC authoritates too much control and takes over. Sorg and Jedrzejewski have already been a successful blog for a reason and instead of changing that TCC should assist them not dictate them. If TCCC tries to change them they will most likely lose consumers. It refers to the quote mentioned previously, “more about them [the consumer] and less about us [TCCC]”. 3. The best way for both parties to stay true to their visions is communication and collaboration. TCCC and Sorg and Jedrzejewski need to have biweekly or monthly meetings to discuss ideas, objectives, concerns, and progress. Both parties needs to be verbally open to their opinions and ideas so that both parties can work together.