Concentrating Resources

If marketing activities aren’t complimentary, they can’t be effective.

A recent article identified 120 different marketing channels to manage in 2017.

The big question must then be: How do you manage these channels to ensure ROI?

The answer is, of course, you can’t.

At 14 years old, Arnold Schwarzenegger took on weightlifting.

He didn’t like football like the rest of his friends so he dedicated his time to bodybuilding.

He broke into his local gym on weekends when it was closed.

He later moved to America to pursue his bodybuilding career.

And at 23, after nearly ten years of training, he won his first Mr. Olympia title.

Arnie knew he had a unique product that could work well in action movies.

In the early stages of his acting career, he was told that he had no chance of making it.

Casting people said his body was weird and his accent funny.

They even wanted to change his name, deemed too long.

He hired a dialect coach to help smooth his accent and took four-hour acting classes three days a week alongside daily private tuition.

Twelve years after his first acting role, he starred in Conan the Barbarian and went on to be one of the highest grossing movie stars of all time.

A resident of Los Angeles, a registered Republican, he believed politics was the natural progression.

People knew him from his 33-year movie career.

And he knew that the state of California needed shaking up.

In 2003, he announced his candidacy in the California recall election for Governor of California.

Later that year, he was elected Governor in his first of two terms in that position.

Yes, Arnie has a will to win in everything he does.

But he’s smart. He didn’t just pick any old career that came along.

He started a strong teenager who could build on his natural ability.

His physical strength was perfect for male characters in action movies.

His celebrity status could be utilised in election campaigns.

Many believe that marketing is about maximum exposure.

Where the more you expose your brand, the more likely you are to generate more business.

But you’re very unlikely to see real results.

You’ll never do it efficiently; you’ll be wasting a lot of your time and investment.

So, it’s better to focus.

My agency focusses on thought-leadership.

We create content we can publish via whitepapers, which we can use for blogging, which we can use for speaking gigs that get covered by the media.

An approach we’ve taken as our product is our people and our service is our people’s creative thinking and execution.

(We also do this within a single industry sector.)

We could have focussed on experimental R&D, and then present this through videos and then via podcasts and webinars.

But we’re not realistically going to do it alongside what we’re already doing.

Because we can’t do it all well.

Marketing efforts must always support each other.

If marketing activities aren’t complementary then they can’t be effective.

We’ll never really own the environment we position our brands.

We’d be spreading ourselves too thin and won’t come over as authentic.

Be aware of falling into this trap.

You can spot yourself falling into this trap when you see rivals gaining success using a particular marketing channel… and then copying them.

And if you’re not sure of what type of marketing to focus on you need to go back to the beginning and assess your market position.

Find out where your audiences are and what influences their buying decisions where this influencing happens.

Arnold Schwarzenegger said: “The worst thing I can be is the same as everybody else. I hate that.”

He had a vision. He had his own formula for success and he focussed.

He looked to do one thing well and built upon it with something complementary.

Like successful marketers. The ones who concentrate resources on specific channels and activities.

In the past 50 years, he won Mr. Olympia seven times, is one of the highest grossing movie stars of all time and was a Republican Governor in a Democratic US state for two terms.

By progressing through positions and phases that work in harmony.

Doing things set up by other things.

Increasing the chances of those things happening and being successful.

And he’ll be back…

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