Major Marketing Malfunction #5
Strategically Select Your Marketing Ingredients
Yesterday we discussed how marketing is not any one ingredient and that every touch point is a marketing opportunity. Since there are over 175 ingredients to choose from, the strategic selection of appropriate marketing weapons to maximize this marketing opportunity is critical. In evaluating clients’ marketing strategy, I frequently see that in the haste to “put something out there,” organizations undermine their marketing effectiveness by not being more discriminating and shrewd in their selection of marketing instruments.
Imagine walking into a kitchen, you survey the spice rack with its plethora of dissimilar seasonings, spices and herbs. The pantry is teeming with an array of ingredients of differing tastes, textures and aromas. The refrigerator and freezer contain yet more ingredients – dozens more. Each ingredient possesses distinct attributes. Some are sharp and tangy, some soft, sweet and seductive, some have more meat than others, and yes some are junk! [Read more…]