calehawley

IMAGINE Marketing As Something More….

In Marketing on January 13, 2011 at 7:24 am

Acronyms. Do we really need another one? They are very cliché and “so” last decade. I know! That’s why it has taken me so long to post this. I’ve had these ideas in my head now for almost a year, but I keep coming back to them because it makes sense.

If your interpretation of marketing is throwing some ad dollars at it, and printing some fancy brochures, then you may not want to read any further. If your idea of marketing is showing up to a client or prospect with a few pieces of candy (by the way, I like Dove chocolates) and a trinket from the dollar store, you may want to stop reading.

On the other hand, if you want to see your marketing as a “big picture”, then please follow along for the next several posts. I think you will see your marketing differently and you will be able to feel confident that your marketing is working for you and you are spending your marketing dollars wisely.

IMAGINE

That is my acronym.

IMAGINE

I–Image

M–Mapping

A–Advertising

G–Generosity

I–Interactive

N–News

E–Events

Over the next few weeks i will delve deeper into these seven principles. I will describe what they mean and share examples and some trends that I have spotted and observed. Later, I will share with you how these principles tie into my two favorite marketing books (Meatball Sundae by Seth Godin and Marketing Lessons from the Grateful Dead by David Meerman Scott).

But first, let’s clarify something. Marketing does not merely mean throwing around advertising dollars or simply delivering candy (although you can work that into your mix, just don’t make those actions your sole plan).

Marketing is any action in which you hope to generate future revenue. It’s why we are in business, right? Notice I did not say “profit”. There are several non-profits, charities, and service professionals that can benefit from these principles as well. And their mission is far greater than money. But let’s face it; without generating revenue, these organizations are unable to help others effectively.

I hope you find the journey useful. I’m sure there will be an expert or two that disagree or have something to add. Please feel free to comment. I look forward to hearing from you.

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