DMN3 Blog

This is the second in a series of posts on marketing concepts from Alice in Wonderland. Alice and her friends provide a great amount of insight as to the importance of marketing and about doing marketing the right way. If you want to learn more about this subject, read on...

So what’s the right way? Let’s see what they have to say about what marketing is not.

Queen of Hearts: Now then, are you ready for your sentence?
Alice: But there has to be a verdict first.
Queen of Hearts: Sentence first! Verdict afterwards.
Alice: But that just isn't the way.
Queen of Hearts: [shouting] All ways are...!
Alice: ...your ways, your Majesty.

Another way of describing the quote above is: “Ready, Fire,…Aim.” In my career in marketing and communications, I have seen marketing professionals recommend or use what they know, rather than take the time to determine the best approach to a marketing goal. Often the reason given to me is that the client doesn’t want it; doesn’t have the budget to do planning; or that the deadline didn’t allow the time needed for creating a plan. In reality, the client is the Queen of Hearts and all you can do is propose and recommend.

In those cases marketers fall back on what they know has worked in previous situations. I’ve often seen the same marketing strategies used for very different marketing needs. Don’t get me wrong. The experience of marketing professionals as to what works is often the saving grace when the client limits planning.

My point is that it doesn’t replace a good planning effort or marketing plan. It may also result in a “shotgun” approach to marketing when a rifle approach could have been better used to zero in on the target market with well thought out research and planning.  

Marketing efforts based on a Marketing Plan that is developed through good research will more likely give you a good verdict in the end. That means a better ROI over efforts without such a plan.

Alice: Oh, no, no. I was just wondering if you could help me find my way.
Cheshire Cat: Well that depends on where you want to get to.
Alice: Oh, it really doesn't matter.
Cheshire Cat: Then it really doesn't matter which way you go.

Alice: …so long as I get somewhere.
Cheshire Cat: Oh, you're sure to do that, if only you walk long enough.

If you don’t know your planned destination, how can you plan your intended route there? There are lots of options in your marketing bag. Each step you choose should take you closer to your final destination or goal. The other alternative is to do a lot of marketing and see where it gets you.

Whether it is a marketing goal or a life goal, the truism of knowing exactly where you want to end up will help you plan the best course to get there. Another truism is to know your intended destination well enough to know when you get there.

All this requires that you do determine realistic goals and objectives for your marketing efforts. They become the final destination for the course set with your marketing plan.

Realistic means that your destination and course are based on sound research. Research that helps you better understand your markets and potential customers. Research that provides the insight you need on the best approaches to reach potential customers with your marketing message and to get them to take the actions you want.

A good marketing plan is based on research and knowing exactly what you want to achieve.

In my next post, I will describe what I believe to be a good approach to developing a marketing plan that lays out a hierarchal framework for making sure that each step you take gets you closer to your final destination. I will build on what Alice and the Cheshire Cat have to say on this matter….