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Why I Would Rather Sustain Than Campaign

Let’s say you have a $60K PR budget assigned to the launch of a new product or technology.


You are better off investing $10K per month over six months than $30K in two months.

Unless you are the likes of Microsoft, Intel, or one of the big pharmas, doing a sustained or rolling launch over time will pay off far better than blowing your budget in one fell swoop.

Sustain.  Don’t just campaign.

Photo:  The Perseverance / London by Alan Weinkrantz (c) 2011 – please share:)


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