Tuesday, March 29, 2011


Marketing is (and always will be) about trust and relationships

Think about it.

Next time you write a marketing plan, ignore channels for a moment. Suspend any thinking about tactical strategies and implementation (which is so easy to dive into quickly).

Figure out the dynamics first. Start with what it’s all based on.

How do you establish trust? Trust between your brand and your customers? Between your brand and the influencers who will endorse what you’re doing to prospective buyers?

The answer to these questions, at least up front, shouldn’t be about channels. It’s not even just messaging. It’s about actions. It’s about putting your money where your mouth is. How are you going to do it?

Relationships come next. With a foundation of trust, how will you foster and expand relationships – with customers, prospects, influencers and partners?

What are those relationships based on? Trust, yes, but what else? What tangibly would those constituents say is tying them to you? What makes them stake their own reputation and brand on an affiliation with yours?

The efficacy of our marketing is about trust and relationships. Always has been, always will be.


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