Chris Moerdyk
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Chris Moerdyk
Marketing Tips

Forget the big idea and start marketing

If marketing is applied properly, it simply cannot fail.
Those are the words of one of South Africa's greatest marketers - former Toyota MD, Colin Adcock, who proved time and time again that the whole idea of marketing is to make sure that things like advertising, PR, branding, packaging, pricing and so forth aren't left to chance. That they are guaranteed to work.

His sage advice should be very welcome in these troubled times of recession and despondency. Except Adcock wouldn't have been despondent, he would have been gung-ho optimistic about the success he could have while his competitors were being despondent and battening the hatches.

The problem with marketing is that in the good times one can get away with murder. One can cut corners and still be successful. One can look around for big ideas and not worry too much whether they will work or not because in good times most ideas do.

But, when it comes to the crunch, it's a good idea to forget about that big idea and rather start applying marketing in its strictest form. As a checklist of everything you are doing to make absolutely sure that risk is being eliminated.

Using marketing properly means that no ad or PR campaign, branding, new product development and so forth will go ahead unless it is guaranteed to succeed.

That was Adcock's point. Marketing isn't about risk. It isn't about taking chances. It isn't about gambling.

It is about making sure things are going to turn out the way you want them to.

11 Jun 2009 11:07


About Chris Moerdyk

Apart from being a corporate marketing analyst, advisor and media commentator, Chris Moerdyk is a former chairman of Bizcommunity. He was head of strategic planning and public affairs for BMW South Africa and spent 16 years in the creative and client service departments of ad agencies, ending up as resident director of Lindsay Smithers-FCB in KwaZulu-Natal. Email Chris on moc.liamg@ckydreom and follow him on Twitter at @chrismoerdyk.

Don't wait for inspiration-
I agree. Stick to the basics. By going diligently through the process, creative / unige ideas will flow anyway.
Posted on 11 Jun 2009 14:24
Damon Giannoccaro
Marketing is an "Old School Formula" A Gamble? Taking a chance?-
Marketing "Forget the big idea and start marketing" Agreed! "Marketing isn't about risk. It isn't about taking chances. It isn't about gambling" I am not convinced when you state that "It is about making sure things are going to turn out the way you want them to" To make this statement you need to make sure that research is done on all levels and that you have contemplated every case scenario and that you have plan b, c and d ready for implementation. I say this as the market can change with one global event "911" I do agree in your methodology. I am however of a slightly different opinion, as there is always a certain amount of risk, chance and a bit of gamble involved in marketing. In todays economically stifled arena. Marketing budgets both below the line and above the line and across all sectors from Marketing, Branding to Communication must be safe guarded at all costs. We must always be in the loop as to how add spend is performing and if all product lines been sold are reaping the effects of your marketing spend. Hoping that everything you do is going to turn out the way you want to, is very risky and is definitely a shot in the dark approach... Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of others. Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Basically, marketing means "Going to market, as in shopping, or going to a market to buy or sell goods or services. This means that you should identifying, anticipating and satisfying customer requirements profitably. Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling. However, because marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognised a science, allowing numerous universities to offer Master-of-Science (MSc) Programmes. The Marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture. So this means that adaptive marketing is the call of the day.. Damon Giannoccaro Addvantedge Communications, Marketing & Branding Agency Green Alert! Think "Green" before you print this article. Think "Green" Think "Clean" Recycle your waist at home and at work...
Posted on 25 Jun 2009 21:03