The Absolute Truth About Marketing
Saturday, February 11, 2006
  More mistakes in marketing Part 5
[ ] Failing to leverage word of mouth by using brand community techniques. Each brand has a small, dedicated cluster of devotees and advocates who are a powerful advertising force. Engage them in behind-the-scenes activities, advance news of new products, etc., and they will spread the word through their networks. Smart companies foster a ‘fan club’ approach with activities that celebrate the brand. See Harley-Davidson go.

[ ] Needless brand extensions. Simply having a tick in the matrix box is not a good enough reason to launch a brand extension, even if the competition has one. Extensions can erode brand values, erode profitability, drive overheads up, and confuse the market and the channels of distribution. You should have good profit-driven reasons for stretching the brand. Read Trout and Ries on extensions.

[ ] Untargeted use of premiums (giving stuff away for the sake of it). Many companies give umbrellas and pens and a gaggle of items away to people willy nilly without a communications plan or objectives. They did it before and they will do it again…. By why? Because we’ve always done it. Unless there can be a measurable objective attached to it, drop it. Every item of expenditure must earn its place on the marketing calendar.
 
Comments: Post a Comment

Links to this post:

Create a Link



<< Home
Make a big mistake and you learn the Absolute Truth. Mistakes are the only teachers. Why not rely on other people's mistakes to avoid making your own? Learn marketing secrets, tips, hints, insider information, strategies, tactics, ideas, plans decoded, and more... Search engine marketing, email marketing, Internet marketing will be added soon.

ARCHIVES
December 2005 / January 2006 / February 2006 / March 2006 / April 2006 / May 2006 / June 2006 / July 2006 / August 2006 / September 2006 / October 2006 / November 2006 /


  • Marketing Consultant's Thought of the Day
  • HOW TO BECOME A MARKETING CONSULTANT
  • Online marketing smarts in Sydney
  • Adpulp: great ad site
  • Powered by Blogger

    Add to Google Find Blogs in the Blog Directory
    Search Popdex:

    View My Stats