Comments on The Marketing Spot - Small Business Marketing: The Marketing Circle of Life

Welcome,Gianluigi.Excellent point. The Marketing C...

2008-11-23T09:09:35.309-06:00

Welcome,Gianluigi.

Excellent point. The Marketing Circle of Life is really for all businesses. But for the very reasons you cite, this formula would not be accepted by big companies. It's simplicity and svelte structure are too "small" for the big boys and their marketing directors.

Take branding for example. A simple brand promise based on values and mission is the sustainable foundation of any marketing plan. That would eliminate research and focus groups and the re-branding that takes place every couple of years (or less)at the big business level. Consequently, it would also mean spending less money on marketing toys (creative campaigns) and focusing on customer engagement. Can you imagine that conversation in a board room?

So if a big business wants to use it, more power to them. But small businesses are the heart and soul of the economy...and they are looking for simple solutions.

Hi Jay,Why is the Marketing Circle of Life only(?)...

2008-11-23T08:35:00.000-06:00

Hi Jay,

Why is the Marketing Circle of Life only(?) suitable for SMB's?

It's clean and not too complicated, could suffice as a basis/framework, even for bigger companies to overthink on strategic level.

Could you elaborate?

Hi Barbara, thanks for the contribution, you make ...

2008-02-07T21:30:05.820-06:00

Hi Barbara, thanks for the contribution, you make a solid argument.

I understand your point, but sometimes it's not practical to go to your customers first, especially if you're a small business. I subscribe to the theory of showing brand leadership. When you search inside yourself, often you can find qualities customers have yet to conceive.

Good points all! But the first step to effective b...

2008-02-07T20:35:00.000-06:00

Good points all! But the first step to effective branding is pinpointing your most promising prospects. Without that you run the risk of missing your mark. After all, to take a page from consumer goods marketers, you can't sell Close-Up toothpaste to a Tom's of Maine shopper. Then, once you've pinpointed your most promising prospects, ask them what distinguishes your company from the competition. And, don't guess--since everyone buys differently and values different things. Moreover, you want to be sure that the characteristics you choose to brand are the ones that resonate with their needs and desires. Once you know what your most promising prospects value, then you'll be ready to brand your company and launch your marketing campaign. I write about this topic frequently and post these articles on my website.

Jeff, I agree. Good marketing cannot save a bad b...

2008-02-07T19:45:57.466-06:00

Jeff, I agree. Good marketing cannot save a bad business. As John Moore over at Brand Autopsy likes to point out, "you cannot create a brand before you create a business."

Shuffled in here somewhere is of course a great pr...

2008-02-07T19:23:00.000-06:00

Shuffled in here somewhere is of course a great product or service. A bad product can destroy great marketing (and vice-versa) in a heartbeat - and then end the business.
Great diagram.