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
Pawns and Queens
The ultimate goal of marketing is to sell your products or services to many people. Since many different things influence each one of these people, your marketing efforts will be most fruitful if you use a range of tools to reach them. Think of the king in chess as market share. Using a wide range of tools, each with its own strengths and role to play, is like using the pawns, bishops, knights, rooks and queen to protect your market share and capture your opponent's market share. Relying on one or two marketing tools, for example seminars and word-of-mouth, is as effective as confining your chess moves to your pawns and queen. Against novices your king may last for several moves, but a chess grandmaster can take your king at will!
For help using the right tools to keep your market share and capture the competition's, call Cary and Associates today, 303.774.8415. The initial consultation is free.
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