Problem.
Many organizations approach marketing by writing a marketing plan and then putting a lot of energy into producing the projects to fulfill that plan. The results are usually 100% effort being put into a strategy which is only 50% developed.
Solution.
Complete the circle. A marketing plan is only as good as a well developed strategy. While your individual campaigns and projects may make up the bulk of your budget, establishing and maintaining an appropriate corporate and brand identity will ensure consistency and effectiveness. And targeting your audience by demographics is only half the process in lead generation. You must also qualify these prospects in order to produce the best ROI. Finally, the often overlooked areas of public relations and customer service, which rely more on effort than on dollars, can quite possibly create the make-it-or-break-it situation.
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Howard Theriot is principal of Catch Light Productions, a full-service hub agency based in Southeast Texas since 1989. Be sure to visit Sparkle!, their free interactive marketing webzine. Subscribe today and receive a free copy of the PsychoTactics eBook
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