Kick Ass Business and Marketing Secrets: How to Blitz Your Competition by Bob Pritchard

Author:Bob Pritchard [Pritchard, Bob]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2011-07-27T14:00:00+00:00

Not one of these is worth a damn in today's information-driven, increasingly competitive marketplace, with its proliferation of communication vehicles, increased media clutter, customer skepticism, and overload.

Despite the quality of the product or service, a marketing strategy and its advertising campaign really fly when there is an absolute, direct connection between the emotional message being conveyed (or the closing techniques being employed) and the customer's desire. In order for our communication vehicles to really work, we must focus on company-customer links, while ignoring disconnects that dilute or confuse the message or, in the case of the four traditional pillars, are completely unrelated elements. Indeed, none of these four components are even remotely significant to today's customer; none of them cause a company–potential customer connection. Although each of these elements is a consideration, none is critical. For any of them to be a focus of the message is a recipe for excessive marketing costs, low return on marketing investment, decreased profitability, poor shareholder returns, and an invitation for eventual takeover.

The majority of marketing and advertising materials—whether TV, radio, print, billboards, Internet, or a brochure—almost all focus on one or a combination of these four elements. Honest marketers will admit that they are disappointed with the results they obtain from their campaigns 90 percent of the time. They seldom perform to expectations, except in cases in which the marketer is a seasoned professional who has been broken in by years of poor performance and, therefore, is mentally conditioned for low expectations.

Fortunately, the marketers behind these unsuccessful campaigns are extremely creative. They are usually able to effectively blame insufficient budgets, the economy, government policy, competitive initiatives . . . in fact, anything that sounds plausible.

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