Consider the following scenarios:
Car and truck manufacturers spend fortunes to produce beautiful commercials. Everyone remembers the scenery and the stunning visuals. But who remembers the car or the truck?
An ad wins in the Oscar of the advertising agency, the Clio. All well and good for the ad agency. But sales don’t pick up.
Where does that leave the company that commissioned the ad campaign in the first place?
A company spends $100,000 for a perfect dot.com name, but less than a tenth of that amount for website design. In the process, it turns
away potential customers who find it difficult to navigate the website or find that “hot merchandise” that is being promoted. These are examples of marketing that sucks. Most marketing “sucks” for the following reasons:
Many companies don’t understand what marketing is. One company
spent more than a million dollars for 10,000 copies of a beautiful brochure, only
to keep them warehoused in the end. The reason? The brochures were too expensive to give away to just about anyone.
Companies operate by generalities. An expert says that a 1% hit rate for direct mail marketing is good enough. And companies limit themselves by this adage, if it is true at all.
Many companies undertake only one form of marketing, such as print advertising, instead of a swarming offense that targets everyone wherever that
person turns, from print ads to outdoor advertising to infomercials.
Many expensive programs are devoid of innovative thinking. They’re hung up on doing what their competitors do, but better. In the end, no one
remembers. The key lies in innovation, in being remembered.
Many companies don’t make use of available research. There are databases that can be accessed to enhance the marketing effort.
Many marketing professionals remain unaccountable for results or the lack of them.
It’s all about moving what you sell!
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