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
Eisenhower Was Half Right
War is often used as an analogy for business. A favorite maxim of Dwight Eisenhower, U.S. general and president, was "In preparing for battle I have always found that plans are useless, but planning is indispensable." We certainly agree that planning is indispensable!
Are you planning next year’s marketing activities? A useful approach is to look at your marketing plan, its implementation, and its results. Here are some questions to consider:
- What worked?
- Will it continue to work?
- Can it be improved?
- Should you do more of it?
- What didn’t work?
- Why not?
- Can it be fixed?
- Should something else be done instead?
- What has changed in the external environment?
- Has legislation been passed that will change demand?
- Has a new competitor come on the scene?
- Could new technology reduce your costs?
|
Cary and Associates provides marketing consulting and services. Contact us today to enlist our help in your planning process.
![[Cary and Associates, helping you market geotechnology, including GIS, photogrammetry, surveying, remote sensing, GPS]](../../img/carylogo.gif)
