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
Fishing and Catching Fish
Fishing and catching fish. Marketing and sales. What's the analogy here? To catch fish, first you fish. If someone takes a fishing pole and stands by the water, will they catch fish? Fishing involves going where fish are, and using the right bait or lure and being persistent over time. The person who fishes, i.e., persistently uses appealing bait where the fish are, will catch fish. Similarly, the company that markets -- provides the right product or service for its target market, makes it easy for customers to get the product or service, and does this reliably over a period of time -- will sell. And just as one doesn't catch fish without fishing, a company doesn't have sales without marketing. (And yes, I've heard of the fish that jumped into the boat. One fish does not make a diet, any more than one order from one customer makes a business.)
Cary and Associates provides marketing services to the geotechnology industry, to help you match your products and distribution channels to your target markets, and to develop a consistent, persistent marketing communications program.
![[Cary and Associates, helping you market geotechnology, including GIS, photogrammetry, surveying, remote sensing, GPS]](../../img/carylogo.gif)
