Unless you are a true Marketing wonk, you are going out tonight. Good for you. Toast the past year’s successes, put the year’s disappointments to bed, and celebrate new beginnings.
Every company needs a marketing plan, but few marketing exectuives can readily spout off the contents of one. To aid you in your year-end planning and speed you on the way out of the office to enjoy your New Years celebrations, the following is a non-ehaustive list of waht you may want to consider in your 2006 planning.
The book “Up the Loyalty Ladder” by Murray Raphel and Neil Raphel provides a metaphor for customer behavior called the “loyalty ladder.”
Despite the profusion of interest in search engine optimization, email newsletter sponsorships, and other new ways to get in fornt of your prospects, direct mail/email is still where it’s at. Direct mail/email sales letters let you get your message in front of a highly targeted audience at a reasonable cost.
With the preponderance of reality TV shows has come a spate of “reality” ads. Unilever, Taget, and even Anheiser-Busch, long a spend thrift on TV advertising have all recently embraced ads that feature “real” people instead of Hollywood spokes-models or feature film-quality special effects.
Real direct marketing professionals don’t guess. They use split-testing so they rarely get it wrong.
Of course, the overall goal of Marketing is to help the company grow. But, how? It’s simple, really – Marketing can affect growth by building strong brands that drive strong cash flows and increase shareholder value.
Without a compelling, customer-focused value proposition any marketing campaign will fall flat.
“Solution” has got to be the most overused word in marketing today.
With all sorts of public relations fiascos lately, the White House certainly needs to embrace some simple corporate marketing techniques: codify your messaging, define your messaging in words that your mother can understand, and communicate your messaging consistently through all communications channels.