TEN COMMANDMENTS OF MARKETING (From my session on strategic repositioning with Bob Hinson & Joel Nettey on Springboard, the virtual university) 1. A number of marketing campaigns are busy with lots of activity without a clear means of measuring effectiveness. 2. A corporate CEO should be a walking billboard of marketing excellence. A leaders personal brand can have a positive or negative spillover effect on the corporate brand. 3. A brand can suffer from under positioning (no defined benefit), over positioning (too narrow a focus), bad positioning (no sense of position) or confused positioning (constantly changing position). Each of these brands needs repositioning. 4. Without a clear understanding of customer data, marketing decision makers cannot design an effective value proposition. 5. Over bureaucratic organisations are slow to make decisions and often fail to respond quickly or appropriately to emerging opportunities. 6. Dont use a sledge hammer to kill a fly. In the face of limited resources, do not indiscriminately deploy adverts or billboards all over the place. Use specific tools to achieve stated objectives. 7. Understand the media habits of your consumers and note the changes in their pattern of behaviour over the years. 8. Social media has come to stay and will get even stronger in the next decade. The key factors for success are exciting and innovative concepts. 9. Every marketing communication has four possible objectives - Differentiation, Reminder, Information or Persuasion (DRIP). Determine which is your objective at every point in time. 10. It cannot be business as usual anymore. We need to reposition even when things are good because we ought to get even better everyday.
Posted on: Sun, 03 Aug 2014 22:44:20 +0000
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