[Cary and Associates, helping you market geotechnology, including GIS, photogrammetry, surveying, remote sensing, GPS]

Marketing Fables

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

Emerson Was Wrong

If a man can write a better book, preach a better sermon, or make a better mousetrap than his neighbor, though he builds his house in the woods the world will make a beaten path to his door.

- from a lecture by Ralph Waldo Emerson (1803-82),
U.S. essayist, philosopher and poet

If you only build a better mousetrap, the world will not beat a path to your door.

  • How will the world know you have the mousetrap?
  • Who cares?
    • Only those who have mice
    • And wish they didn't
    • And don't like cats
  • And then, they have to
    • Understand how to operate it
    • Have something to offer you in exchange
  • And before long, a better mouse will come along!
illustration of cars lined up to go toward better mousetrap

So the reality today is that if you have a better mousetrap and a good marketing plan the world will make a beaten path to your door. And the company with a good-enough mousetrap and a great marketing plan usually makes the most money!

Cary and Associates provides marketing services to the geotechnology industry, to help you decide how to inform people about your product or service and how to find people who would be interested in its benefits. We can work with you to revise and update your marketing plan, and we can gather information about whether an even better mousetrap, or a better mouse, is coming along.
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