Marketing At Every Touch Point

An Apple - One ingredient doesn't

Marketing, like in cooking, isn’t any singular ingredient

Every Touch Point is a Marketing Opportunity

 “What do you think of Twitter?”

“Are traditional websites are thing of the past?”
“Should I be replacing my brochures and one-sheets with YouTube® videos?”

Three typical questions I hear when giving marketing speeches. But underlying these and many other similar questions is a mistaken singular focus on a specific marketing ingredient as if it’s going to be the panacea of one’s marketing. It would be like asking a chef,

“What do you think of pomegranates?”

Or, “Is goose liver passé?”

“Shall I get rid of the cauliflower and broccoli and replace them with broccoflower?”

Both sets of questions don’t make a whole lot of sense. Marketing, like cooking, isn’t any one thing you do. The power of marketing, as in cooking, is in the appropriate selection, combination and deployment of ingredients.

There are over 175 marketing ingredients in your “marketing pantry” – there’s plenty to select from! The key is strategically selecting the right ingredients for your particular business. Marketing ingredients are not just the obvious things like your business card, website or advertising, but everything in your business. Because everything you do, (and don’t do), sends a message: how you answer your phone, the quality of your service and the cleanliness of your facilities all send a message. [Read more…]

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