Marketing Fables
AIDA: princess of marketing? Marketing communications that get Attention and Interest, create Desire and prompt Action deliver a return on the investment
Babe – managing customer relationships will yield results as astonishing as a pig herding sheep
Of Birds and Mice – when introducing new technology, second place may be more rewarding than first
Cheshire Cat Is Right – knowing the destination must precede choosing the path to get there
The Chicken or the Duck? – an adequate product with persistent marketing can outsell a superior product
Emerson Was Wrong – the world does not beat a path to the door of the person who invents a better mousetrap
Fishing & Catching Fish – only those who go fishing catch fish; companies that do marketing get sales
Ike Was Half Right: planning is indispensable
Marcom Music – marketing elements working together in harmony are memorable and effective
Pawns and Queens – to be a marketing grandmaster and capture market share, use a wide range of marketing tools
Ready for the Roof? – building a business, like building a house, begins with the plans
Short Runs and Long Runs – how a business cares for its customers in the short run determines how long a run it has
The Tortoise and the Hare – marketing that never stops beats intermittent activity
A Wink in the Dark – product information must be seen to get a response
Short Runs and Long Runs
"An idealist believes the short run doesn't count. A cynic believes the long run doesn't matter. A realist believes that what is done or left undone in the short run determines the long run." Though I doubt if cartoonist Sydney J. Harris had customer service in mind when he said those words, they do apply. Customers who are taken care of in the short run help businesses stay around for the long run.
Do you know what your customers like about your products and services? When was the last time you got their input on how you can improve?
For help developing, administering and analyzing a survey of your customers, call Cary and Associates today, 303.774.8415. The initial consultation is free.
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