by VentureStreet  Join Our Network
"Market to Market...

To buy a fat pig, home again, home again..." well you know the rest? It many respects, in business, some say, it’s all about a marketing. I remember years ago the pork producers of America launched a campaign to “market” pork as “the other white meat.” The premise was they wanted to expand their consuming audience to include people that were shying away from red meats in favor of healthier, leaner white meats.
Now let’s think about this for a minute? Pork, lean, it’s from a PIG, an animal not only synonymous with FAT but often preceded by the word. Are you kidding me here, or what? Despite the absurdity of the concept, it was an extremely successful promotion. It got people’s attention and those that were previously less inclined to think of this cholesterol laden dinner as a suitable choice, began giving it a try and started to think of it as a lean meat.

Many of the things I do in my consulting/coaching business have to do with strategic growth consulting (I have a strong marketing and sales background) and I have found that marketing is generally both the least understood and appreciated function of a business. It is also, the number one challenge of most businesses. Part of this has to do with the innate truth that Jack Welch pointed out, “Without the sale, nothing happens.” And if you want to get your ducks in a row, the precursor of the sale is what, you guessed it: marketing.

Add to this the lack of patience, as most programs can take 6 month to a year or longer to have an impact on sales. Often times, CEOs want more immediate results because they wait too long to try and fix the problem. So I try to look for something to implement that can have a short, term quick hit while determining what the company needs to do to improve growth overall. This strategy tends to buy me some time to get the "real" growth program in place. But the truth of the matter is, sound marketing campaigns take time and thought and the a clear vision that is consistent with the companies overall vision. One has to also understand what marketing is: everything that is said and done in an effort to make the phone ring of the customer to buy. After that, presuming what you have done works: you get the sale.

Brendan J. Cunningham, President

Need some help with marketing? We can match you to a professional in your area.
Find Marketing Companies
Other articles you may like:
8 Puzzle Pieces to Successful Advertising
Tired of the money you spend on advertising going out the window and never seeing it...

8 Secrets to Free (or Nearly Free) Marketing
There are some cheap and even some free marketing ways to reach your perfect customer at...

8 Marketing Uses for Your Calendar
The calendar is the Swiss Army Knife of strategy and the information it contains is...

8 Marketing Habits of Highly Effective Businesses
Steven Covey's 7 Habits of Highly Effective People can be applied to your marketing...

2.0 Social Media You Meet the Customers on Their Terms.
Remember Social Media is the new word of mouth and building relationships and trust will...

Be the first to find this article helpful.
Need some help with marketing? We can match you to a professional in your area.
About the Author

Brendan Cunningham, Excelleron Business Consulting, LLC
25 Bloomfield Avenue, Suite 101
Buffalo, NY 14220
716 818-2526

Contact Author: request info

If you would like to re-print this article, please contact the author.
Other articles you may like:
Why Should I Market My Business With Video?
Do something unique to rise above your competitors. Tell your story in your own...

What is the Lead Exchange?
Learn about the ProMatcher Lead Exchange and how you can earn free leads.

The ProMatcher Philosophy
Learn about our business philosophy and why we believe in supporting small businesses.

Article and Video Submission
Learn how submitting an article or video can help build your credibility and grow your...

Why You Should Invite Your Friends
Learn how inviting your friends to join ProMatcher can benefit you and your business.

Editorial Disclaimer: The views expressed in articles published on this website are those of the authors alone. They do not represent the views or opinions of this website or its staff. The articles on this site do not constitute a recommendation or endorsement with respect to any views, company, or product. Authors affirm that article submissions are their original content or that they have permission to reproduce.

Home   |   Articles & Videos   |   Affiliates   |   Networking Groups   |   Search by Category

Terms of Use   |   Privacy   |   About Us   |   Contact Us   |   Member Login

©2003-2020 - VentureStreet, LLC

Join Our Business Network