Disagreement – It's What Makes Interesting Discussions
I deeply appreciate those of you who follow my observations of the renewable energy industry. Not everyone agrees with everything I write, but that’s quite OK with me, as disagreement is what helps us all get to the root of important matters — in this case, those that surround the technology, economics, and politics of clean energy.
Here’s another idea I thought I’d provide about which there is also room for controversy: strategic marketing. As I’ve documented in my website that describes my marketing consultancy — The Shields Group — marketing has an extremely specific function: driving sales revenues. If it does anything else (creating awareness, communicating benefits, promoting a brand, etc.) that’s a nice bonus. But here’s the way I see it: marketing is a success if it drives sales, and an unqualified failure otherwise.
While you’re on the site, I hope you’ll notice The Closed Loop Marketing System, formulated by my business partner and me in 1984 – and implemented over 800 times for clients that have included IBM, H-P, Sony, Litton, 3M, FedEx, Porsche, Xeros, AT&T, National Semiconductor, Philips Electronics, Pioneer, Mitsubishi, Microsoft, and hundreds of smaller enterprises. The point is that marketing is measurable; don’t let anyone convince you that it’s vague, artsy, or obscure – or that any other statistic than revenues has any real meaning in a discussion of marketing efficacy.
If you have a relationship with an agency that is taking your money and hyping your “unaided awareness” versus directly measurable results in sales revenues, I suggest that you tell them to get lost. Then call me.
So there you have it – a bit of contention to make your day more interesting.
No controversy there at all. I had an ad guy long ago tell me that the dilemma in advertising was that 50% of it delivered results and 50% didn’t. What was problematic was not knowing which 50%. Marketing being the umbrella of advertising makes the problem even more complex. Good on anyone who is past that.
As a former newspaper publisher, I would get irate with customers who wanted to buy just ads. Buying an ad does nothing. It is just one part of a marketing strategy. I can’t tell you how many clients I helped with structuring marketing plans. And sometimes, I lost business because I wouldn’t run an ad. I slept a lot better by being able to work with people who invested in advertising as part of a larger plan. And the ads I did run? 14 of the hundreds of ads and campaigns I developed over the years netted Excellence in Advertising plaques from the state Press Association.
Today, in our family manufacturing company, my marketing program consists of web, direct mail, trade show, company newsletter and a small (<10%) print. And it's going in four different languages.
Hello Craig,
You are of course right on the button, Just advertising has never been enough. I once argued with an accountant (CPA) who wanted to call the account advertising, and twisted his arm (I was paying him, so I require control) until it was renamed as “Marketing” but that is often the business man’s mind set, “Just put a few bucks into a couple of column inches in the local fish-wrap and the customers break down the door,” but results never reach expectations, The multiple technique with specifics related to the location and industry is far more effective, EVERY TIME !