As mentioned in my previous postings, I have spent a long time before the mast in marketing. I want this blog to say more things, or convey more thinking, apart from incessant handwritten notes I have kept for years.
In summary what have the preceeding two posts conveyed? EEOS... Energy, Excitement, Opportunity, Sales? It sounds too jingoistic to be serious. Yet, it seems the effort we put into the creative, in the strategy and everything else, that a marketing program has to produce a strong benefit. And for the millionth time as we dutifully sound the note, "increased profits and growth"... well how many times can we say with a straight face? Is it truly all about money?
I think it actually goes further than this. I've come to think that if anyone asks me what they should expect from a successful marketing engagement, I would say: "You should feel a strong uptick in the energy level inside your company. The program should produce excitement in your staff and customers. It should be timely and real (there's got to be a market for the product or service). With these things in place, you should feel confident about sales (though nothing is inevitable or guaranteed).
It may not rank as high as theoretic physics, quantum mechanics, or anything so noteworthy. It isn't very profound. Yet, when they ask what to expect, tell them: Energy, Excitment, Opportunity, Sales.
See if there isn't a spark of recognition. Perhaps a smile?
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