Your marketing is not on the right track

Author: Steven Stevens / Qi Yangping (USA)
Publisher:
Publish Date: 2005-03-01
Features: "Is Your Marketing All Wrong?" What exactly is Mark Stevens saying? From the very beginning, let's treat as marketing—everyone is watching those expensive, clichéd, and meaningless competitions day after day. Turn on the TV, and you'll see Ford, General Motors, and Chrysler with similar car models rolling in with identical ad formats. Creative? Maybe, with picturesque landscapes and glamorous models. But the author of this book, Mark Stevens, completely denies the effectiveness of such ads. For example, you wouldn't spend $30,000 or more just to watch a car zip by. It would be easier to just open the window at the ad agency of the Big Three in Detroit (translator's note: The Big Three refers to Ford, General Motors, and Chrysler) and throw a pile of cash. Mr. Stevens isn't the pioneer of "marketing gone wrong," nor are the fashion ad agencies in black suits, who are always creating buzz (in this advertising society), the originators of ineffective marketing. Not in the market, either. Mr. Stevens, please take note of the advertisers: If an ad agency wants to apply for any award (like the Clio or something else) (translator's note: Clio is the Oscar of the advertising industry in the U.S.), fire them immediately. Because in your business, an ad agency should never win awards with pretty ads. They should create ads that generate sales—nothing more! If an ad agency talks about establishing some "thought-sharing," don't hesitate to fire them right away. Because that's just another way of hiding the fact that they can't bring you sales behind a veil of intellectual smoke. For anyone who wants to use marketing to promote their products or services, Mark Stevens can truly be your confidant. Look at the strategies he provides for entrepreneurs and Fortune 500 companies—they give the feeling of "no one else could do it better," making you feel that every dollar is spent wisely, bringing greater returns or more customers. By adopting his strategies, money won't be wasted. The book "Is Your Marketing All Wrong?" includes various practical insights, such as: Marketing is not just advertising, public relations, or direct mail campaigns. It is about revenue growth, profit increase, and corporate value. Marketing Stops. Stop all marketing activities for a month, and you'll be surprised to see that the sales of some companies still grow during the month, indicating that the money was already thrown out the window a month ago. A sigh. Why bad advertising is actually good. Start paying attention to the works of commercial video geniuses and view the ads during the Super Bowl with a skeptical eye. Reverse your marketing plan so that it starts from the sales point. Because nothing happens before the sale occurs. Adopt a concentrated offensive strategy. Hit consumers from every possible angle—such as print ads, sales presentations, emails, commercial videos, and more. Pick the low-hanging fruit. Implement cross-selling for customers and consumers.