Marketing Schmarketing. What does it mean?

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by Pete Monfre on April 28, 2010

When people ask me what I do, I usually say “I’m an on-demand chief marketing officer” which is a fancy way of saying “I’m a marketing guy”. This response is usually met with a blank stare. It’s not that these smart people don’t have an inkling of what “marketing” is – it’s just that the word “marketing” has been so abused, misused and overused that it has become meaningless. I place the blame squarely on the marketing industry itself. Read the rest of the rant here

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Tell me brands don’t matter.

April 6, 2010
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While you may not care about Walmart or how it does business, there is something to be gained from watching them learn marketing and merchandising lessons – especially when they learn the hard way.
Think about it. Walmart is huge. Regardless of how you feel about the company, they represent a giant consumer laboratory – when [...]

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Rule #5 of Marketing: Capitalization

March 19, 2010
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Ok, this is where I break your heart. Effective marketing takes money. That’s just the truth. Take a deep breath now and accept it. it’s not just a question of “how much” – it’s more a question of “how fast”.  The more money you invest, the faster you realize a return. When it comes to [...]

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Rule #4 of Marketing: Persistence

March 13, 2010
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I can’t count the number of times I’ve heard people say “We mailed a brochure one time and we didn’t get a single lead. That’s why we don’t mail anything anymore.” These otherwise talented individuals are breaking the law of persistence. Think about it: there is a person out there who needs your product or [...]

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Rule #3 of Marketing: Consistency

March 9, 2010
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In the buyer’s mind, consistency = quality. The rule of consistency can be applied to many functional areas in a business. When it comes to marketing a consistent message, consistently delivered to the right people will pay dividends.
Think of it this way. Drip marketing works because it delivers multiple “touches” over time. Consistent, high quality [...]

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Rule #2 of Marketing: Concentration

March 5, 2010
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Ever hear the term “scatter shot”? Or “shot gun approach”? While few of us would admit to such a lapse of common sense, the reality is that most small businesses engage in Scatter shot Marketing. The symptoms of this disorder include:

constantly trying to figure out who to call on
the reinvention of the prospecting process every [...]

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Rule #1 of Marketing: Simplicity

March 1, 2010
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Marketing success comes down to one thing: knowing the rules of the game. Think about that for a minute. Let it swirl around in your brain. Seems like common sense, right? You can’t win a game if you don’t know the rules. Over the last couple of decades of creating successful marketing initiatives, I’ve discovered [...]

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