You’ve heard people lament, "Half the money I spend on advertising is wasted. I just don't know which half." The same is true for marketing today.
It's also true that most companies don't spend too little on marketing. They spend too much for the sales and profits they generate. The difference is profit coming straight out of the owner's pocket. Visions for marketing aren't too large, they're too small. Marketing can generate more sales for your company than you ever thought possible. Getting there doesn't require new concepts or leaps of faith or buckets of money. It requires the right approach.
Strategic Marketing 3.0 will help you understand why your customers really buy from you, and use that deep understanding to create a marketing strategy that effectively targets your precious marketing dollars to attract more customers who feel the same way.
John Wannamaker famously said, "Half the money I spend on advertising is wasted. I just don't know which half." The same is true for marketing. Most companies don't spend too little on marketing. They spend too much for the sales and profits they generate.
The difference is profit coming straight out of the owner's pocket.
Dieters know they're not supposed to eat chips straight from the bag, but the incremental gain from doing the right thing "just this time" isn't enough to change behavior. In a world focused on big concepts, getting the little things right is hard.
Tons of happy clients, but few actual referrals.Clients had little knowledge of capabilities and successes beyond own projects. Refer in similar situations, but few of those.New positioning and campaign highlighting range of clients & projects gave clients the knowledge and tools to actively refer more business. Firm shocked at how willing many clients were to help.
With everyone on the same page…They use younger employees more in representing the firm.On-site personnel know how to spot strategic opportunities.Proposals run faster and smoother. They actually do fewer proposals now, but they win an overwhelming majority of the ones they do. Little wasted effort.All new employees attend “marketing training” to learn firm’s positioning.