"That'll do" ... won't

Whilst you could argue that marketing reaches across all aspects of communication, this piece is directed squarely at the commercial sector. Unless you are fortunate enough to operate in a state-sponsored monopoly, if you are in business, you have competitors. You know them, and in your internal management meetings, you doubtless contrive to "get one over" them, or "steal their lunch", if you are American. Wake up: they're trying to do the same to you.

Right. The line between getting the business and not is sometimes very thin, and often it is not where one would expect it to be; is it our brand? Is it the product/service? Is it the packaging? The price? Or is it our marketing, or in many cases, the lack of it? Do the logic: the more boxes that tick "yes" for right, the more chances of success you have. When I was Media Director in a past life, I had on the wall behind my desk a framed poster from an American publishing house. It depicted a stern looking business man with a military-style crew-cut sat on a Spartan chair in an empty room glowering at the camera. The caption underneath read:

"I don’t know you. I don’t know your company. I don’t know your products. I don’t know your company’s values. Now what was it you were trying to sell me?"

Was he talking to you?

As far as the marketing goes, to continue the logic theme, the more elements that tick ‘yes’, the better chance for success you have. The marketing collateral that supports your sales people, the press relations, the brand – its development and polishing – promotion, the special offers, the targeted advertising, the after sales customer relations, and many other factors, it all has to be right. "That'll do" ... won’t. If you haven’t got the marketing skills in-house, then contact us. You wouldn’t gamble your company on the 3.30 at Warwick, would you?