Marketing Genius from Maple Creative


Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.

Thursday, May 19, 2005

Old School Marketing

With all of the airplay today in the marketing world about branding, buzz, stickiness, conversations, relationship marketing and "verticals," I find that what really works are the old-school, main line marketing approaches.

Here's what I'm talking about:

- Segmenting your market
- The five C's: customer, competition, cost, communication and collaboration
- Product rationalization and structuring
- Research
- Hard hitting messaging built around clearly articulated & proven benefits
- Well-placed and well-designed ads with great copy
- Compelling news stories placed in targeted publications
- A tightly and effectively articulated unique selling/value proposition
- Thougtfully engineered sales processes to support marketing
- Flawless product/service delivery to back up the marketing

I'll give you all the buzz and conversations that you want, but if you don't have a firm grasp and a deep understanding of the items mentioned above, your marketing program will be inefficient at best and completely unsuccessful at worst.

When I listen to prospects and clients talk about selling into "vertical markets" it often tells me that they do not have an understanding of their markets, those corresponding needs, their features/benefits and their unique selling (or value) propostion.

Here's to the old-school marketing geniuses!


Post a Comment

<< Home