I hope you all had a relaxing July 4th weekend. I'm just back from St. Lucia and it is a beautiful island with wonderful people. I highly recommend it. After taking quite awhile to go thru my emails, I found one common theme from the questions I got from potential clients about marketing that strikes a cord. It seems most people market their companies in a haphazard, unfocused way. There is no plan. The message they send, the creative they use, the media vehicles where they spend their money is unstructured and chaotic. Successful marketing takes real intention (Who is my target? What do I want to achieve and why? What is my plan? How will I measure the results of the marketing efforts?) This kind of clarity of intention and focus can produce extraordinary results.
My approach to marketing is to do the proper research before hand, develop an effective plan, implement the plan, track results and make intelligent decisions based on that information to tweak the plan even further. It is like planning a successful vacation. My husband and I spent months researching St. Lucia, wrote out a plan on where to stay, what we wanted to do and see, made adjustments when we finally got there based on weather conditions and had an awesome time experiencing the island, the food, and the people.
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