Marketing is more than advertising. Marketing identifies the commerical pathways used by the consumer of the product. Marketing informs us how the consumer perfers to contacted and the language they use. Marketing assists in facilitiating a conversation, advance the relationship and invites an exchange. Marketing shows us the best way to say "Hello!".
MULTI-CHANNEL COMMUNICATIONS FOCUS ON EVERYTHING? The old advertising model interrupted and beat the message into our heads. Communicating a lifestyle brand cannot be so coarse. Proficiency in multiple forms of communication is not only fashionable, it is expected by followers of a brand. Brand messages must anticipate the indiviual. Communication is not a one-way street either. Social media options have empowered consumers to have a voice and expect a response from the brands they love. One proper and timely online response can correct 10,000 wrongs. So let's remain positive. Data gathered from online communications is a low cost, immediate way to understand the market and seize opportunity today.
STRATEGIC PLANNING: EITHER PLAN FOR YOUR FUTURE OR FAILURE WILL DO IT FOR YOU. It is the process of planning that is the most important. Things don't always go the way we think they will. The act of planning enables change. When you're hungry it is too late to plant a garden. Nobody gets lost on a straight road. Ommmm.
ONLINE MARKETING: OUR BRAND IS WHAT THE CUSTOMER SAYS IT IS. AND THEY SAY A LOT...ONLINE. Creating a successful online presence is more than a web site. Lifestyle marketing is made possible by creating a dialog with the consumer. An active online prescence is the best way to go door to door. Today’s empowered consumer expects a friendly dialogue from the brands they love. A lifestyle brand is not what we say it is. It’s what our customer says it is. And since they are online, what they communicate can ripple through hundreds and thousands of blogs, reviews and other social sites.
RESEARCH: SUCCESS OFTEN STARTS WITH INTUITION. CURIOSITY KEEPS INTUITION ALIVE AND WELL. Research is at first a microscope and then a telescope. It is the process of first looking closely at a range of smaller things in order to understand the organization of the larger subject. A simple search yields a few surface impressions. Re-searching creates depth. Since conducting research is defined by a particular goal, here are a few of our guiding lights.
- Research turns a pile of bricks into useful building material.
- Research is purposeful.
- Research provides a plan so the builders know how to build. An important element of success is curiosity, yet curiosity is one of the first things to go when a company gains success. Don't just search – research.
- Proper research does not confuse activity with results.
- Research should not be allowed to continue until it confirms your initial conclusions.
- Research cannot be valued by the pound. Heck! If it can't be figured out in a under a month, it's probably going to cost more than it's worth.