“Hope is unfortunately a terrible marketing plan” is a lovely quote from Nancy Johnson, of the North Dakota Soy Bean Growers Association. Another terrible marketing plan is “stasis” — taking out last year’s marketing plan and adjusting the line items for inflation. A marketing plan needs to move to stay alive. Just like sharks.
Hope springs eternal, but marketing is about control. Controlling the product or service. Controlling the price. The distribution. And the promotion. If you are not monitoring and affecting all four annually, you are living in Hopesville.
I would also add to that, if you are not tracking all four Ps (product, place, price and promotion) vis a vis a brand strategy, you are skiing in untracked snow without a destination. You are skiing yes. But you are not organized in your efforts.
If you’d like to see where your brand tracks are leading, take me up on my Brand Strategy Tarot Cards offer.