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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.

Friday, November 02, 2007

A to Z of Marketing – O is for “One Doesn’t Work”

Would you place all your life’s savings into one stock or mutual fund? Of course you wouldn’t. Yet, it's baffling that so many companies place all of their marketing investment in one basket. Some rely solely on newspaper advertising. Some rely on radio advertising alone. Still others focus solely on direct mail, coupons or flyers.

Marketing plans that rely on one tactic are fatally flawed.

The single-prong approach assumes you will be able to identify the one channel, or medium, that will enable you to connect with your prospective customers. Truth is, there’s no such thing. Your customers view a wide variety of media. They read, surf the Internet, watch TV, listen to radio, see billboards, get mail and attend events. With a single-prong approach, you might just miss them entirely.

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4 Comments:

Anonymous PRAMOD said...

Sure agree with you. The brand should be visible to the customer at at every possible touch point else "Out of sight out of mind". The customer will not recall the brand.

12:17 AM

 
Blogger Skip Lineberg said...

Pramod,
Thanks for weighing in on this important topic! We're glad to have you as part of our community of marketing geniuses!

Skip

7:04 PM

 
Blogger Pattie said...

More small businesses are connecting to consumers via the internet. Local search is expanding in leaps and bounds. Kudzu.com just went nationwide and is giving away free profiles for service businesses (free.kudzu.com). I interview small biz owners in Kudzu's 4 biggest markets as part of my job and I am continuously moved by the stories I hear about how much this internet option has changed their lives, in many cases saving their family businesses. Worth adding to the marketing mix.

9:49 AM

 
Blogger Skip Lineberg said...

Pattie-

Thanks for your comment. I will have to check out Kudzu.

Skip

5:50 PM

 

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