Here's something I've been thinking about lately.
We often talk about bought, owned and earned media planning. But there is another category; borrowed.
Borrowing the audience of third parties to drive reach. More and more I'm finding myself thinking about how we can bring in more vested interests who have audiences we can speak to.
Celebrities. Venues. Other brands. Bands. Publishers. Suppliers. Manufacturers. Bloggers.
Increasingly these parties are both building their own communities, and are looking for relevant content.
If you bring them on board, it becomes win/win/win.
At least that's what I'm thinking.