Measurement: Why do we fear it?

If you are doing marketing and you don’t know your numbers, you are not doing marketing.

Susan T. Evans Consulting

Does your direct mail piece result in annual gifts from alumni? Do prospective students use the hashtag that you include in a social media campaign? Does your website content for admissions lead to increased inquiries?

Marketing and communication plans are easy to create when you don’t have to pay attention to the facts. If you don’t measure results, all marketing tactics are equally reliable and successful. Measurement makes us uncomfortable so we claim that measuring results is too difficult, not an exact science, and not possible given our limited tool set. Frankly, measurement of marketing and communications tactics is anxiety-producing in part because it might lead to evidence that what we thought would work doesn’t work as well as we’d hoped.

In a time of shrinking resources and increasing expectations, marketing and communications professionals must rely on measurement to determine strategic priorities and make the case for pursuing particular tactics…

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Listening to customers is not enough

It is not sufficient to “listen to your customers.” Companies must seek to understand their customer. Consider the fabled quote from Henry Ford, “If I had asked what my customers wanted, they would have said faster horses.” Customers are unlikely to know what the next twist in technology, creativity or process improvement could give them. Therefore, they are not going to be able to tell you what next improvement they want. But had Ford listened to his customers on the way to understanding them, he may have heard complains about dealing with a living creature for transportation. Perhaps he would have heard how riding a horse left the rider exposed to the weather. He may have also heard about the painful cost of feed and care for the horse even when no transportation is required. These inputs would lead a clever marketer to create transportation that is mechanical and offers some protection from the elements.
Don’t listen to your customer except on the way to understanding your customer. That understanding will lead your company to providing what your customers really want.

What will you tomorrow wish you had done differently today? Do that now.

Whether in personal life or in business, frequently we know that we are taking th easier path that doesn’t lead us towards our goals. We will eventually regret taking that easier path.

In business, we may take the easier but in the long run less satisfying path because of internal politics, competition for internal resources/funding or because of disagreements between management. I am sure there are plenty more reasons.

When you recognize these moments act today! Always move yourself and your business toward your goals.

Apple Doesn’t Focus on Facts or Features!

Emotional marketing. I’m sure Apple has plenty of facts and figures but since their product has a great reputation, they don’t have to use those facts and figures to defend their product. They can focus purely on what is most important, their customer.

Cole Cornerr

Instead of focusing on their facts or unique features. Apple’s marketing has become so successful because they focus on their AUDIENCE & they hardly even mention themselves! I strongly believe that when you GIVE to your audience, become consistent with it, & show them how much you truly care for them; the world is yours! In the video above, Apple was obviously honoring parents, but what makes it so amazing is that they are able to connect with their audience on a personal level. Even though apple is an electronic company, they still bring their products to different audiences through different stories that connect! I believe that you should NOT  focus on your facts or feature, but spend most of your time creating those unique emotional experiences that others can also connect with. REMEMBER, people buy based off of how they feel about your product or service, so if you spend more time getting to…

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To blog or not to blog: That is the question.

To blog or not to blog: That is the question..


a post by a marketing student about a post about blogging.  Not normally a path I would ask others to follow but I saw some value this time.  The original post is a list of 21 reasons to blog, many of which are relevant for companies. Instead of linking directly to that post I saw some value in seeing how the marketing student thought through the question. If your business is not actively blogging I suggest you go through a similar thought process. It may change your mind.

Organize to Accelerate Revenue and Sustain Growth | GrowthCloud – Revenue Planning & Execution Software.

Organize to Accelerate Revenue and Sustain Growth | GrowthCloud – Revenue Planning & Execution Software..

While the cartoon along may be worth the read, great questions are also asked.  I don’t believe that the typical organizational structure is necessarily a growth killer, nor do I believe that alternative “growth” oriented structures necessarily deliver growth.  BUT, I do encourage companies to seek out alternative ideas.  Many of them will apply to your organization and help enhance your organization.