By Leslie R. Wolff, A Marketing & Creative Tactician
Caught your attention didn’t I? That’s the premise in putting a P.I.M.P. (Proprietary Integrated Marketing Platform (or Program) to work for the benefit of your business.
If one is willing to make the effort they can create an approach to their marketing effort that doesn’t focus only on imitating, duplicating or replicating what others do. Surprisingly it’s not that difficult.
“You’ve gotta be original, because if you’re like someone else, what do they need you for.” – Bernadette Peters
So why is it so rare? One aspect is attitude, if one is afraid of leading the way, due to a totally risk averse outlook as it relates to their job function, it will never occur, perhaps until their replacement is hired
“People would rather be wrong than be different.” – Henry Jacobsen
To develop a P.I.M.P. Program let’s look at the different aspects word by word-
Proprietary – To create something that is yours alone. To be an original in your thinking and execution. Look at what ways one can be innovative, unique, inventive, creative, new, imaginative and probably a half dozen other adjectives, which exemplify “fresh” thinking. Sometime it’s as simple as a great product name and tagline or creating a drastically
improved “User Friendly” environment for customers and prospects, to supporting a social issue that actually creates change going farther than just creating awareness.
Sometimes simply by paying close attention to the similarities of how you and your competitors operate you’ll identify overlooked and untapped opportunities staring back at you, if you are smart enough to absorb what you observe.
Integrated – Too often marketers don’t take advantage of weaving all the possible threads of the marketing mix, advertising, promotion, public relations, customer service, sales training, Internet, social media, etc., and all the variables available in each of those areas and beyond into a magnificent Marketing tapestry or mosaic that will maximize results and outsmart and outmaneuver competitors. Think you don’t have the budget to do this
think again, actually thinking is the one tool all marketers have available to them, but rarely use, as they tend to be reactive rather than proactive. Whatever your budget is you can outthink your competition if you know how best to do that, David easily can upset Goliath by understanding the slingshot they have is open mindedness and the ability to act quickly.
Marketing – There are as any definitions as there are marketing advisors, but my perspective is that everything that interacts or affects a relationship with a customer or prospect which will make them a client and keep them as one is what Marketing is all about. To be aware of what those “hot buttons” are requires –
- Creating a multi channel communications conduit where customers, employees, vendors are encouraged to ask questions, report complaints and critical comments are welcomed, in fact encouraged.
- Develop an Intelligence gathering plan to make sure you are aware and up-to-date with what is going on in the marketplace, even before it happens. You don’t want surprises that generate negative results for you.
A truly “smart” marketing person is one who knows how dumb they are and are open to tapping into the experience and expertise of others in areas where their breadth and depth of knowledge is limited. This activity is further enhanced when one is known for giving credit where credit is due
“The person who sends out positive thoughts activates the world around him positively and draws back to himself positive results.” – Norman Vincent Peale
Platform – The key element in any marketing strategy is the benefits delivered as perceived from the perspective of the targeted audience(s). The actual platform chosen takes into consideration this end factor but how all involved with the program will feel from their particular involvement and contribution. Platforms can encompass a wide range of
topics, which can be tailored to fit a marketing strategy that delivers desired results, be it built on social issues, sports, education, arts, cultural aspects, health benefits, business accomplishments and the list can go on and on. The key is observe, absorb, understand the similarities, while looking for the differences that will set your marketing efforts aside from your competition.
“I’ve always made a total effort, even when the odds seemed entirely against me. I never quit trying; I never felt that I didn’t have a chance to win.” – Arnold Palmer
Leslie R. Wolff is an experienced professional, obviously an outspoken curmudgeon with more than a
half century in the marketing arena His mission in his business, speeches and writings is to reestablish a
lost factor in business … commonsense! It is the foundation on which Smart Thinking is built. Les is CEO
of The Smart Marketing Group, who simply help clients work smarter. He can be reached at 215-334-
3432, firstname.lastname@example.org, Skype: Smart Marketing or www.smartmarketingroup.com
You can also visit and participate in his Blog http://www.smartmarketingmoves.com and his LinkedIn Group – Smart Marketing for Small Business; His E-Book” Smart Thinking- Vol.-I” is available @ www.smashwords.com/books/view/34172