traditional marketing mix

Jackie Huba and Ben McConnell asked me to share the “marketing mix” for method in my recent interview with them.  And I’ve been in the throws of 2009 marketing planning lately.  So, I’ve had “marketing mix” on the mind, which always makes me think of a mixing bowl for some reason.

I’ve worked with large traditional brands and small challenger brands, and I started thinking about marketing planning for each.  I played around with cooking as a metaphor, and this cartoon idea popped out.

In traditional marketing planning, I think far too often there’s a product that isn’t that differentiated but that you try to save with heavy media spending.  With so much advertising clutter, media spending is becoming less and less effective.  So, it’s harder and harder to save a mediocre product and lackluster ideas just with media spending alone.

The answer isn’t too add more dough, of course.  It’s to start with something worth sharing and not to skimp on the yeast.  I think that brands that have a remarkable product and a remarkable message get shared no matter what they’re spending.