Are you committing random acts of marketing?
Experimentation is one thing; reactionary efforts are quite another.
All too often, good money, time and thinking are wasted on knee-jerk reactions to perceived threats or opportunities…usually with poor results: “We have to get sales NOW! Let’s do a mailer.” “We have a trade show in a few weeks & need a give-away.” “Know what we need? A billboard.” “My boss likes this radio station…”
Marketing based on hunches, upcoming events and random requests leaves you reinventing the wheel and risking confusing your staff and customers every time you go to market. Establishing your vision, mission, position and marketing plan ensures a much firmer foundation from which to build and leverage key resources for the long-term.
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