Post an article on LinkedIn and it’s lost its viewing power in 24 hours. Facebook gives you around 6 hours of good exposure and Twitter lasts just a measly 15 minutes. And TikTok? You can start to lose viewing power in as little as 60 seconds… It doesn’t hang around. Not like marketing in the good ol’ days. 

I recently had a little reminder of the power of “old-school” marketing. A few days ago, an old friend of mine sent me a photo. It was of a tape measure, Millennium Cargo branded and looking very well used. “Do you have any more of these?” He said, “As you can see this one is quite well used” 

Now, these tape measures were something we created over a decade ago! So I told him so…“Quality lasts” he replied. Just look at the longevity of that! One piece of marketing that I created over 10 years ago is still out there getting the Millennium brand in front of people day in, day out. You don’t get that with a Twitter post! 

I had a similar thing happen with a mouse mat a couple of years ago. An enquiry came in from a guy who had been using a Millennium Cargo mouse mat for years. He hadn’t needed any help with freight initially, but when the need arose guess who he called! 

Tape measures and mouse mats aside, Millennium Cargo is 26 years old now and we’re still around. I like to think that, much like our tape measures and mouse mats, we’re still here because we’re founded on quality, not in it to make a quick buck. 

So how about you? What marketing do you do that’s built to last? Or is all your marketing gone from view in less than 24 hours?