When marketing planning gets complicated, I always suspect that, somehow, the essentials have gone wrong. I’ve seen elaborate edifices of media buying, graphic design, brand strategy and more built on the most threadbare understanding of fundamentals: who your customers are and what they want.
But when the fundamentals are solid — you know your customers and what makes them tick — your actual execution can be quite simple.
I recently got an email from my favorite record shop (yes, I mean those 12″ vinyl things) that had nothing but four lines of text. No graphics. No links. No HTML wizardry whatsoever. Yet if effectively drove me (and others like me) back to the store.
See the full story in the video:
[flash http://www.youtube.com/watch?v=YSxL6Wdm0Cg mode=4]
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Hi Jonathan,
I look forward to your video posts every week. They are simple and straightforward, yet always manage to be informative and entertaining at the same time. Plus, your inclusion of real-world examples makes them grounded and concrete.
Thanks and keep them coming!
Kate
Thank you kindly! I do hope to keep them coming…
SWEET Message! Yes!!