6 Lessons from a Marketer

Two Marketing thinkers1- Try different approaches – In marketing, as in life, there are no magic bullets. Don’t let other people tell you otherwise. There is no one approach that fits all the situations. Otherwise there would have already been one person who would have it all, leaving nothing for the rest of us. Marketing is a science and an art. One approach might be effective, but there is always a better one. There are numerous reported situations whereby marketers just by changing how the message was framed achieved 4 to 12 times increase of results.

2- Even a small person can succeed big – It does not take millions of dollars to make a great marketing campaign. It of course helps, to buy more media, but a good idea can go viral just by the word of mouth, requiring little to no investment.

3- Get creative, but don’t forget to be logical – Getting creating is not a first step nor the last. With all seriousness it is somewhere in the middle. To simplify, it all starts with analysis of the market, then getting creating and after implementation analyzing results (only 0,1% of all ideas is truly creative, the other 99,9% is just modifications of already existing ideas).

4- Everything counts as one – Marketing is integrated. All activities complement each other, or at least they should. It is therefore important to implement marketing activities in similar way, aiming at synergies and looking at the history, while thinking of the future.

5- Know who you are dealing with – everyone is different, but there are commonalities. It is important to know these commonalities, but it is even more important to know what these commonalities stand for, how they can be used in communication process. A research should be conducted to understand real hearts desire.

6- Polite but loud – It takes time to build reputation but it takes seconds to destroy it. Keeping this in mind, there is a lot of clutter in marketing (i.e., noise or other marketing). In order to break through the clutter one just can’t say that he is here and that people should listen to him, but he needs to be loud. Arguments don’t even count. The loudest wins.


Join CIA

Once, for fun of it, I asked someone to list me the type of information they though CIA (or any other similar organization) would want to have on any single individual and how they would collect this information. I was surprised with the ease this person produced this list on the spot… Here is a resumed version of what I was told:

Type of information

–        Basic profiling information:

  • Age
  • Gender
  • Ethnicity
  • Date of birth
  • Place of birth
  • Nationality
  • Telephone number
  • Emails

–        Education
–        Work related information

  • Salary
  • Places of work
  • Positions

–        Place of living (past and present)
–        Friends and associates

  • Relationships, etc.

–        Financial information:

  • Bank accounts number
  • Legal ownership information

–        Other information

How to collect this information

–        Some of this information people provide themselves on Internet, on sites like social media (e.g., FB and LinkedIn) and anywhere else where we have decided to leave this information (e.g., blogs and forums)
–         Conduct a market research, by for example, hiring a professional to collect information for you
–        Buy existing databases (people often forget about this option).

So why do I bring CIA profiling here? Well, because firms also build huge consumer databases, where they keep a lot of related information, as they plan to use this information for the purpose of strategic decision making and their marketing activities.

The reason to have databases is straightforward: get clients / perspectives, conduct benchmark analysis, identify opportunities/threats, etc.

The bottom line is that databases are sources of revenue, so why not just invest some time / money to organize yours?