http://www.websitemarketingplan.com/NewsletArch/newsletter11_20_06.htm

Hello Folks -

Here’s a stumper: Why would a marketing executive be fired for performance when his brand’s year-to-date sales and profits are double last year’s? It sounds like he should be getting a raise, doesn’t it? Not necessarily.

It turns out the guy marketed cathode ray tubes for television sets. Sales doubled because his competitors were getting out of cathode ray tubes and his was the only brand left. Others recognized what he did not: In the very near future — as all broadcast entertainment device manufacturers switched technologies — the “cathode ray” category would be severely crippled. Our marketing executive had not recognized this critical industry trend, so his brand’s sales would plummet as the industry advanced.

The lesson here is two-fold:

(1) Stay atop the latest industry trends so your products don’t become obsolete (100% of nothing is still nothing).

(2) Think in terms of why you do what you do, not what products you offer. If our marketing guy had thought about the why of his brand (to deliver entertainment technology), rather than the what (cathode ray tubes for televisions), he would still have a job.

Today’s guest article by Phil Davis, “Dig a Deeper Well…How to Tap the Power of Your Brand Image,” addresses the second lesson. Phil explains how your strength and potential comes more from why and who you are, not what you do. He also gives a couple examples of the “why” approach.

The feature article — my “Incorporating Customer Interaction Into the Marketing Plan” — addresses online trends and how that is changing consumers’ behaviors and expectations.

As you update your marketing plans for 2007 (You are doing that now, right!? It’s time.), think about how the lessons in these two articles apply to your own business. When you think about why you are in business, what new products/services does that inspire? When you look at the trends that affect your customers’ behaviors, how does that change your choice of — or how you go about executing — marketing programs?

Email Marketing

Even when trends change, many of your customers’ preferences may not. Such is the case with email. Technology has advanced, there are more interactive options and consumers have more choices for receiving information (through RSS feeds, blogs, etc.). Yet, many prefer to receive information or communicate through email, so it remains popular.

For this reason, there is still a place in the marketing plan for email-driven communication. If you’ve been thinking about changing email service providers for your newsletter or other opt-in email list — or including other email-based marketing in your plan — try Constant Contact’s 60-day trial. See the orange ad in the upper left corner of this page for details.

Enjoy!

Bobette Kyle