Marketing has to be managed in a more comprehensive way. When we listen to those promoting techniques to make sales, we need to realize that "technique" and "reality" must be one.
Creating a great ad campaign with ad copy that does everything you ask it to without everything in place to back up your promises isn't marketing, it's simply making assertions that people believe - for a short time.
Marketing has to begin with the foundation that you can make good on your promise. If you can't then don't begin your campaign.
This is why you hear so much about "customer experiences" from great companies: They deliver the goods and what they promise. Many companies and marketers simply don't get this.
Anybody in the marketing business needs to know that all the company does before, during and after the sale to the customer is efficient, in place and in line with everything the company has promised the customer they will receive from purchasing their product or service.
It should be the goal of the company to make sure that what is created in the customer's mind concerning the offering, is reinforced through the experience the customer has through every stage of the process. Marketing must be done wholistically, not focused on only one aspect of the process, to be successful.
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Gary thanks for the ideas for integrity and intelligence represented here. I'd love to hear you elaborate a bit more of the final statement of this post... Thoughts?
Posted by: Ellen Weber | May 16, 2006 6:08 PM | Permalink to Comment