Having recently dealt with more than one Generic (wine promotional board at a country level), I came to a simple realization. While most are FAR from ready to call themselves “tech savy”, they are starting to consider the possibility of engaging online. One problem, however, is that most of the Generics split their budgets based on region and even country. While this made sense in a world where the only contact you had was with countries on a press trip by press trip basis, it does not consider one simple fact: your voice today can jump boundries. You may have a kickass campaign for the people in the USA, but if you do it right, it can become a kickass campaign for the UK and Australia. Now which budget do you reach into to pay for it?
Time for a change. Either find a way to share across budgets, or you need to consider setting up a “slush fund” of sorts to give it some grip . These online campaigns can increase a brand‘s recognition, and as a result of their ability to spread, can even open up new markets that weren’t available to Generic prior.