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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

cartoon illustration of businesswoman playing stringed instrument

Marcom Music

The elements of musical composition offer us an interesting way to consider marketing communications. Music has form, rhythm, melody and harmony. Form, the way in which the parts of a composition are put together, is analogous to the marcom plan, which spells out how marketing elements -- advertising, direct mail, trade shows, etcetera -- are put together to deliver a marketing message. Rhythm, which conveys movement and contrast, is expressed in our marcom music by delivering our message repeatedly over time and space. The melody or tune is the pattern of sounds and silences. Just as rests contribute to the melody, so does white space contribute to the structure of a print piece. Harmony, the sound of several tones at once, we can liken to the use of visual, auditory, and kinesthetic means to deliver the message. And just as the harmony part may move parallel to the melody, or contrary to it, but not independent of it, so also the sight, sound and feel of our marketing elements are most memorable and effective when they work together in harmony.

Cary and Associates can help you orchestrate your marketing communications. Send us a note today. We provide marketing consulting and services to companies large and small, local and international. We can help you compose, refine and implement your marketing communications plan so that you have a sound business.

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