This morning I was reading how Fair Oaks Dairy in Indiana is using cow manure to fuel not only its milking operations but also its fleet of truck by turning waste into natural gas. Talk about sustainability! In my mind the natural cycle of life is one in which we don’t just consume but replenish. Recycling is a brilliant idea. Unless we’re talking about advertising and marketing.
I did a little mock interview with a tyro marketer last night and much of what I got out of our discussion was plumbing: the process, the tools, the operations. “I am responsible for this, I am responsible for that…” It is expected at the entry level, but it also plagues many ad and marketing operations today because it trickles up to senior management. The tactics lead the march. Companies feel the need outperform the market in “search,” “awareness,” “click-through,” “loyalty,” etc. But we are counting bodies, but not winning the war.
In essence, these companies are recycling marketing tactics. The ads I read in the 90s are back. The TV spots from last year are the same this year, just with different actors. In this business the familiar is not the best way to predispose someone toward a sale. With a tight brand plan the goal is always first. Not the recycled tactic. “We need to Facebook more. Let’s get a team together and brainstorm.” Peace.