Imagine, if you will, a rather unlikely scenario…
Say you’d decided to build a new house. A friend had pointed to a builder who seemed to build fabulous looking houses. On meeting them they showed you wonderful pictures of great looking house designs that seemed reasonably priced. What’s more, your house could be completed in just a month!
After much excitement all round, you arrive to see your new house. It looks great! But when you open the door you find it’s just a facade and suddenly it dawns on you that all the pictures you’d seen were of fabulous looking facades. No substance. When you confront the builder he starts mumbling about other builders down the road who specialise in bathrooms or kitchens or living rooms.
Of course you wouldn’t dream of building a house without a clear plan. But the truth is the majority of small to medium businesses have little or no clear marketing strategy. They bounce around from one ‘builder’ to the next; someone to cobble together a website, someone else to knock together some product brochures, someone else to design a display exhibition. They do a whole lot of ‘marketing stuff’ without clear foundations or a well-defined strategy.
A better way is to start with a clear-thinking strategist; a ‘marketing architect’ who will help oversee and coordinate all your marketing activities.