What do you believe, given the following two choices: Marketing is a relatively simple business activity. Or, Marketing is a highly complex science to be performed only by experts?
I believe the real truth lies somewhere in the middle.
For example, anyone can develop a post card, direct mail or email and send it out. Companies and organizations do it all the time. They do it with internal staff or with outside help. That's the simple part.
The complexity comes into play when considering: who is receiving the message, what is the message, how is the message packaged, what is the offer and what is the follow-up, if any.
Think about some of the direct marketing you have received. Were these essential ingredients properly integrated and did they convey the right message? Did you feel the offer was directed at you and was it appropriate for you? Did it offer you an appropriate next step to learn more or to buy something?
Marketing as an activity should be relatively simple, so it can be repeated over and over again. The complexity comes in getting the details right.
But no matter what, marketing should remain an ongoing activity. It can take breaks, but successful businesses know it must be out there on a regular basis to produce the desired results.
Stop and start marketing can do more harm than good.
Jim Thebeau
CEO, Henry Russell Bruce
jthebeau@hrb-ideas.com
800-728-2656
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About Me
- Jim Thebeau
- Experience in radio, television, print and magazine journalism, creating and producing marketing and training videos, and marketing for a billion dollar electronics firm. Currently CEO of Henry Russell Bruce, a full service strategic marketing and Internet marketing firm. Native of St. Louis.