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
Babe, a fable on management styles
Did you see the movie Babe, about the pig who successfully herded sheep? Babe’s management style is very much that of the successful manager of knowledge workers early in the third millennium, explaining what success looks like and asking the sheep to each make their contribution. Rex, in contrast, acts like a manager from the 1950s, growling and nipping at heels, assuming the sheep are too stupid to understand. A lot of managers today are somewhere in between, not as autocratic as Rex nor as successful as Babe.
And what is the link to marketing? Marketing in the third millennium will require managing relationships with customers, engaging their minds and hearts, not just their pocketbooks. Companies that truly build personal relationships and listen to their customers will get results as astounding as a pig herding sheep!
Cary and Associates provides marketing services ranging from planning the work through working the plan, to announce your company's products and services. Contact Cary and Associates today for help developing your marketing communications.
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