We've Always Done it that way!!

 We've Always Done it that way!!

Not all business is created equal.  Or, equally.  It can't be.  That would not make sense.  Not everybody sells ice cream or computers or fingernail polish.   Creators of Ben and Jerry's ice cream, Dell Computers and Sally Hansen nail products knew this.  The CEO's and shareholders of these companies know it, even today.

They also knew, a long time ago, that their customers are individuals who are surrounded by individuals who are influenced by individuals and that ultimately, those influencers are who they need to listen to and understand.

When your company allocates its marketing spend, does it go after the same set of customers year after year or does its strategy include finding even more customers?   How do you find them?  By talking to your old customers and asking for referrals?  Well, yes.  But hopefully, your marketing team understands that process will keep the growth status-quo.  Which may be fine.  But why have a team?  Just one guy cranking out the same ad dollars and same old tired campaign year after year would be sufficient.  Right?  Only if the company is as big as you want it to be.

If, like most companies, the ultimate goal is growth, finding new ways to reach new customers is priority one.  Social media marketing is wide open.  It is also overwhelmingly crowded.  Learning to market to your target audience is called Intelligence Marketing.  It may require more than one guy cranking out yellow-page ads.  The return will certainly pay for a bigger team.
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