ANA Chief, Bob Liodice, writes on his blog (which is truly surreal) about 6 platforms to help great marketers market great.
They are in the order in which they were scribed:
1. Continuous product innovation or reinvention e.g. Jet Blue or Southwest Airlines with respect to entertainment
2. Product and service quality is the next critical marketing platform - e.g. Starbucks and consistent quality and delivery of service
3. Offering flexible and fair value is an unbeatable way to win consumersâ hearts and minds - e.g. Wendy's Extra value meals - give 'em choice and give 'em options
4. Marketing cost efficiency and streamlined marketing processes are paramount - e.g. American Express redeploying its marketing mix
5. Measurements and Metrics - no examples (hehe - this one's a little tougher, no?)
6. Making direct Consumer (or customer) Connections - which Bob (and little ole me) rates as arguably the most important transformation platform.
Read on...
I'll focus on numero 6: the catch-22 goal of being able to deliver meaningful marketing and messaging consumption experiences, whilst simultaneously achieving some kind of scale.
Note I used the word "scale" as opposed to mass. Therein lies the reconciliation imho.
Bob uses the phrase: "Mass marketing - one customer at a time" which I think is theoretically possible, but in reality is going to take a lot of time and patience, neither of which are luxuries the average CM-Joe has nowadays.
Bob ends his insightful post with a 3-pronged "pathway" to achieve the 6 Utopian platforms of marketing success:
- Technology
- Innovation
- Experimentation
The first letters make for an interesting acronym: TIE. It is the knot around the rope which will either help you get a good grip/hold to take you to the next level....or the noose which will help you hang yourself.
jJ
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