MacKenzie Marketing Group - Home

Sometimes I go to Web sites of companies I like to see what promotions they are running and how they are engaging with their audiences. I recently did this for my favorite candle maker The Yankee Candle Company on a whim.

Not only did I sign up for their e-newsletter, but I came to find they were having a special one-day sale...and now my office smells like it! Coconut Cookie Bar, anyone?

But e-commerce sites aren’t the only ones that have learned they need to engage with their audiences online to make the sale.

I saw an ad the other today at the NY Times for The Kite Runner, a movie hitting theaters in December and based on an incredibly moving book of the same name. Go look at how the movie’s marketers are creating a community leading up to the release (and all the cool things you can get by taking part).

It turns out that marketing a movie today isn’t just about advertising. Or a pretty Web site. Or getting great coverage in Entertainment Weekly.

It’s also about engaging with your audience: those who truly care about—and are going to buy—what it is you're selling.