Select the Right Marketing Weapons, Instruments or Ingredients

Ineffective Integration

Select the Right Marketing Ingredients, Marketing Weapons, Marketing Instruments

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!

Marketing ingredients, like cooking ingredients, possess varying attributes. Strategically selecting and combining the right ingredients is the secret to cooking well. Strategically selecting and combining the right ingredients is the secret to marketing well. In my experience, ineffective integration is another major marketing malfunction. The root cause begins with a failure to appreciate the attributes and power of each marketing ingredient, and how they integrate together for maximum effectiveness. It is essential to have the right integration software and applications for the success of your business; you can read more here.

The attributes and influence of sea salt, honey, and olives, or paprika, yoghurt, and wine are very different. Similarly, the power, potency and impact of each marketing ingredient vary, and needs to be considered carefully and strategically.

A few examples:

  • The power of publicity is interrupting and informing with a high level of credibility,
  • The potency of radio or a podcast is intimacy,
  • The strength of video is demonstration,
  • The potential of a website is not just its ability to inform, but also create interaction.
  • The weight of social media is not just to build a tribe of followers but also to cultivate market conversations.

Not every marketing ingredient is appropriate or used in the same way for every business.

For example, a roadside billboard may be suitable for a consumer-oriented HVAC company, but completely unsuitable for a B2B software application developer who should perhaps invest in an exhibit booth at an appropriate trade show.

Another illustration; I have conducted video interviews with experts to exhibit their thought leadership. But have also produced videos to demonstrate a product’s features, even an intangible service such as a financial offering for a Credit Union.

Are you strategically selecting marketing ingredients based on their specific attributes?

Comments

  1. I think the admin of this web page is really working hard
    in support of his site, as here every material
    is quality based material.

    My page cgi.www5b.biglobe.ne.jp

  2. Thanks for your marvelous posting! I quite enjoyed reading it, you happen to be
    a great author. I will ensure that I bookmark your blog and will often come back
    later on. I want to encourage one to continue your great job, have a nice day!

    My homepage http://mys33.s33.xrea.com

  3. That is really attention-grabbing, You’re a very
    professional blogger. I have joined your rss feed and
    look ahead to seeking extra of your magnificent
    post. Also, I’ve shared your site in my social networks!

    my web blog Miyu0914.S31.Xrea.com

  4. My brother recommended I might like this blog. He was totally right.
    This submit truly made my day. You can not consider just how a lot time I had spent for this info!

    Thanks!

    Also visit my page http://www.fotosombra.com.br

  5. I like the valuable information you provide to your articles.
    I’ll bookmark your blog and test again right here frequently.
    I’m rather sure I will learn a lot of new stuff right right here!
    Best of luck for the next!

    Here is my blog :: volvic.s22.xrea.com

  6. Well I definitely enjoyed reading it. This article offered by you
    is very effective for correct planning.

    my web-site continent.anapa.org

  7. Yes! Finally something about best lovemaking tips.

    Feel free to visit my page :: http://www7a.biglobe.ne.jp

  8. Very interesting details you have observed, regards for posting.

    my website bgmobile.eu

  9. Excellent post. I was checking constantly this blog and I am impressed!
    Very useful info specifically the last part 🙂 I care for such information much.
    I was looking for this certain information for a very long time.
    Thank you and good luck.

    Stop by my website … download lpe88 (918kiss-m.com)

  10. Hey I know this is off topic but I was wondering if you knew of any widgets I could
    add to my blog that automatically tweet my newest twitter updates.
    I’ve been looking for a plug-in like this for quite some time and was
    hoping maybe you would have some experience with something like this.
    Please let me know if you run into anything. I truly
    enjoy reading your blog and I look forward to your new updates.

    Here is my page – www18.tok2.com

  11. Your mode of explaining all in this piece of writing
    is genuinely fastidious, every one be capable
    of simply be aware of it, Thanks a lot.

    Check out my website http://www.craksracing.com

  12. Hi, I think your blog might be having browser compatibility issues.

    When I look at your blog in Chrome, it looks fine but when opening
    in Internet Explorer, it has some overlapping. I just wanted to give you a quick heads
    up! Other then that, excellent blog!

    My site :: http://www3.crosstalk.or.jp/saaf-h/public_html/cgi-bin2/index.html

  13. Really fantastic visual appeal on this internet site, I’d
    value it 10.

    my web blog hp-ad.sub.jp

  14. Hey very cool web site!! Man .. Excellent ..
    Amazing .. I will bookmark your web site and take the feeds additionally…I am glad to seek out numerous
    useful information right here in the post, we need develop more
    techniques in this regard, thanks for sharing.

    Also visit my homepage :: sayaka.s11.xrea.com

  15. Only wanna state that this is handy, Thanks for taking your time to write this.

    My homepage: feelwind.jp

  16. Greetings! Very useful advice within this article! It’s the little
    changes that will make the most important changes.
    Thanks a lot for sharing!

    Check out my blog – http://harlemify.com/?url=www.tsunchan.com%2fcgi%2fibbs.cgi%2f&post=373

  17. Hmm it looks like your site ate my first comment (it was super long) so I guess I’ll
    just sum it up what I had written and say, I’m thoroughly enjoying your blog.
    I too am an aspiring blog writer but I’m still new to everything.

    Do you have any tips and hints for first-time blog writers?
    I’d certainly appreciate it.

    my web blog :: http://www.fles.hlc.edu.tw/userinfo.php?uid=559165

  18. Great – I should certainly pronounce, impressed
    with your site. I had no trouble navigating
    through all the tabs and related information ended up being truly easy
    to do to access. I recently found what I hoped for
    before you know it in the least. Reasonably unusual.
    Is likely to appreciate it for those who add forums or something, site theme
    . a tones way for your client to communicate. Excellent task.

    Also visit my homepage … nairacircle.com

  19. Lovely just what I was searching for. Thanks to the author for taking his clock
    time on this one.

    Also visit my site … http://hellweb.s57.xrea.com/nanikorebbs/nanikorebbs.cgi?www.digitalengineeringconcepts.com%2Finternet-and-businesses-online%2Fhow-popular-are-you-online-in-the-area%2F

  20. Good – I should definitely pronounce, impressed with your website.
    I had no trouble navigating through all the
    tabs as well as related information ended up being truly easy to do to access.
    I recently found what I hoped for before you know it in the least.
    Reasonably unusual. Is likely to appreciate it for those who add forums or anything, website
    theme . a tones way for your client to communicate.
    Excellent task.

    my web site :: http://www.craksracing.com

  21. Good – I should certainly pronounce, impressed with your site.
    I had no trouble navigating through all the tabs as well as related information ended up being truly simple to do to access.
    I recently found what I hoped for before you know it
    in the least. Quite unusual. Is likely to appreciate it for those who add forums or anything, site theme .

    a tones way for your customer to communicate.
    Excellent task.

    Feel free to visit my blog post – rabbijonathan.org

  22. I would like to use the chance of saying thanks to
    you for that professional guidance I have constantly enjoyed visiting your site.
    I’m looking forward to the actual commencement of my school research and the whole
    preparing would never have been complete without coming to
    your web site. If I may be of any help to others, I might be happy to help via what I have discovered from here.

    Visit my webpage :: http://jpnace.s58.xrea.com

  23. Touche. Great arguments. Keep up the amazing
    effort.

    my web blog … turbomaxturbos.com

  24. Magnificent beat ! I would like to apprentice even as you amend your web site,
    how could i subscribe for a blog web site? The account aided me a appropriate deal.
    I have been tiny bit familiar of this your broadcast
    offered shiny clear idea

    Here is my web-site; http://smfpt2.smfpt.net/

  25. I really like your writing style, superb information, thanks for posting :D.

    Feel free to surf to my page bookmarkspring.com

  26. Greetings! Very useful advice within this post!

    It is the little changes that will make the most significant changes.
    Thanks a lot for sharing!

    Feel free to surf to my web site: http://163.30.42.16/

Speak Your Mind

*