The Marketing Dilemma.
“We’re talking to global marketing directors who think about how to sell more product, rather than how they tell people their chocolate bar tastes good,”
Both sides of the argument are right and wrong simultaneously, but I'd always err on the revenue-generating side.
posted by john dodds @ 3:26 PM
4 Comments:
If you think about $ first and product second you may look like you're winning in the short term but remember Sunny Delight...
A great product stands up for itself without any marketing.
The most valuable (relative to its circulation) media property in the UK is a magazine called Country Life. Been going for ages, it's full of full colour property adverts. Makes a fortune. Integrity is its essence.
You mean that a great product stands up for itself without any "promotion". The nature of the product is very much marketing and, as I always write, the critical element of the marketing mix but if you forget to focus on cashflow your business will die.
There is only one side of the argument - once you know what the business problem/goal is [with a clear and concise understanding of what achieving it would look like [revenue/market share/distribution etc] - then agencies can find a way to achieve that goal ... of which talking about the 'taste of the chocolate bar' could be one solution.
Though I doubt it!
But Eugen is right - you have to ensure you cover off both the short term needs and long term wants of the client/brand or you end up as nothing more than a 'radio station promotion' ... here today, no value tomorrow.
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