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"That would be a good thing for them to cut on my tombstone: Wherever she went, including here, it was against her better judgment. "
Dorothy Parker, 'But the One on the Right,' in New Yorker, 1929
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Maybe it’s a gene gone wrong or some kind of heredity frailty that
keeps me in a constant state of disbelief about what the human race is
capable of doing to make a few paltry dollars. But here I am, on the
web, a newbie in the marketplace of international fame and fortune.
Remembering that the first marketplace sold a lot of snake oil, I’ve
looked to the web for inspirational advertising only to find the same
old tired methods P.T. Barnum employed.
“Why even an average Web
Marketing Strategy beats great Marketing tactics every time”
Seriously, who writes this schlock!
A web marketing strategy is composed of marketing tactics drawn from
the marketing plan. In Laura Patterson’s article, “Five Serious
Considerations (and a Checklist) for Your Next Marketing Plan” she
explains, “The plan should include market research to understand the
customer, defensible positioning to own a space in the customers' mind,
strategies and tactics to meet the company's marketing goals, and
metrics to track progress toward those goals.” Assaulting potential
customers with promises of getting richer, better, bigger, or greater
are not a marketing strategy; however, it is a great slap and tickle
reenactment of that good old snake oil campaign.
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Remember P.T. Barnum's quip, “there is a sucker born every
minute,” today’s advertising ignores that truth; however,
Barnum never made that statement. This fact hasn’t stopped shysters
around the globe from selling with the same weak premise in mind. As
the grandfather of modern advertising, Barnum exploited photography,
printed media, and celebrity endorsements to create demand where none
previously existed. His superlative terminology has saturated American
language with terms like ‘Jumbo.’ Barnum, dead for over one hundred and
fifty years, brought customers in by the truckload, ah cartload, to
events created from nothing. Jerry Seinfeld had nothing on him when it
came to a lack of profundity. Unfortunately, few of the marketplace
mavericks of today will finish at the head of the race using Barnum’s
dated advertising practices. Fewer still will bother to follow
Patterson advice to write a marketing plan that aligns “with the
company's business plan.”
8 Steps To Creating An
Infectious Business. Turn your customers into evangelists for your
business...use elevator pitches, IdeaVirus, and more...
Pitching religion with computer viruses seems an ill-fated advertising
scheme but it too has been around since the mid-nineteenth century.
Unethical marketers are on familiar terms with our diverse culture, and
nimbly stoop to any level of depravity in order to capture the
attention of a mass buying audience. To give them credit, they are
simply adhering to the advertising law that, “you sell the need.”
Barnum was adept at recognizing the buying public’s need for the
sensational, which we now find succor for by watching reality
television shows. However, there is no proof that marketing to the
sensational works for business. In her article, Patterson asks, “What
are their needs and priorities? What is a meaningful value proposition
and brand promise?” If you aren’t responding to your customers needs
with a valuable commodity, what are you offering?
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Stringing the web or climbing into solid bricks and mortar, if your
business goal is to create wealth, you need a sound business and
marketing plan. Patterson advises, “Properly created, the marketing
plan is a living document; it is anchored to the overall business goals
and focuses on customer value, growth and profitability. “ That’s the
goal of a marketing plan - all wrapped up in one of Jumbo's leftover
nutshells. Show the world that you have something valuable to offer,
today and in the future.
So is it a gene gone wrong or some kind of heredity frailty or am I
like you? A new face in a global marketplace full of snake oil
charmers, who's hanging onto the belief that your company’s performance
depends on how well it projects your values and ethics as a business
person and as a consumer.
* *Laura Patterson
(laurap@visionedgemarketing.com) is president and founder of VisionEdge
Marketing, Inc. (www.visionedgemarketing.com) and author of Measure
What Matters: Reconnecting Marketing to Business Goals.