Marketing Principles in the New Economy

Your potential clients aren’t listening to you
We must communicate and motivate your clients. They are very busy thinking about anything but your message.

Everybody else is shouting at our clients, too
Your target clients are receiving 1500 ads per day – they’re ADHD.
The challenge is to become more appealing (communicate better) and become more clever (find novel communication strategies and channels).

The rest of your organization thinks you’re crazy
The challenge is to think like your client 24 / 7 / 365. Learn to be more client- focused because the rest of the organization is heading in the opposite direction.

You can’t execute your program without the rest of your organization
Build bridges to other functions and departments with your company. Share and delegate your marketing plan. You must be an expert networker and alliance-builder.

If you don’t succeed you’re dead meat (and so is your company)
All for One and One for All! Staff must realize the direct relationship between the success of a marketing program and a paycheck bouncing.

The more you give, the more you get
Be a bon vivant! “In marketing, you want to give away as much as possible without cutting your throat”

Being good is not enough — you have to be better
Make products better and more convenient; keep reinventing your markets – that’s competition. Be innovators – push better approaches. Anything you did last year is not good enough for this year. “Even if you’re on the right track, you’ll get run over if you just sit there”.

Marketing should be the most creative part of your business
Marketing is most successful when it’s creative. Everything you do must be unique. Marketing is more art than science.

Marketing should be the most logical part of your business
You cannot succeed just by being creative in marketing. Great marketers are part artist and part scientist. After the creative, you must test, project, measure etc … be the marketing Minotaur. The head of a scientist with the body of an artist – The true Art of Commerce.

Everything is marketing
Seize the opportunity to touch your clients. Everything your company does is Marketing. email your company’s website URL (email signature), mail new info with statements, enclose a business card with each envelope – Get your Brand out!

A Division of Ideographic Strategies Inc. / ISI Branding