The Best Marketing Is Fluid
When Jerry Springer: The Opera opened at The National Theatre in London almost every critic raved that this most unlikely of operas would become a worldwide smash.
NEW THINKING
When Jerry Springer: The Opera opened at The National Theatre in London almost every critic raved that this most unlikely of operas would become a worldwide smash.
Before we can sell, we must build the brand. Before we can build the brand, we must generate awareness. Before we can generate awareness, we must break through the increasingly impenetrable obstacle known as clutter.
In June 1996, Jeremy Cooperstock flew United Airlines from Toronto to Tokyo. He had such a bad experience that he decided to write a complaint letter to United. A month passed and he received no reply, so he penned another complaint letter. Finally, in late-August, he received a form letter that did not address any of his complaints.
A marketing plan is a request for funds in return for a promised level of incremental revenues, unit sales, market share or profits. One can develop marketing plans for products, services, market segments or brands. The critical components of a marketing plan includes the following:
Marketing’s age of accountability began in the early-90s. Prior to this, marketing activities were widely seen as a cost and marketers were regarded as ‘fluffy’.