Why Systems
A system is a coherent whole made of interlocking parts, all serving one well-defined purpose. The art of marketing is to select the right mix of components, so that they reinforce each other’s impact.
Audience + Message + Delivery
We live in a world of micro-niches, so defining your target audience is the first essential step. Next, you need a message that speaks to particular needs and concerns of your audience. Finally, you need the most effective and economical way to deliver the message.
Leveraged Marketing
Just as you can leverage capital, labor and resources, so you can leverage marketing. Finding non-competing players who are followed by your target audience is the first step. Creating a win-win alliance with them is the next.
It’s Mostly Digital
There will always be a place in the marketing mix for the real world of tradeshows, print and live events. But for most businesses, the majority of their marketing is bound to be digital. That means more than mastery of the web. It means engaging with social media and — increasingly — the mobile universe.
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