Thoughts on strategy

Back from vacation and time to blog...the family vacation to Washington DC was a success. The East Coast truly does have a different spin on things. It is always interesting to go into a national restaurant, TGI Friday's in this case, and see what's on the menu. The battered and deep fried green beans was one of those true regional delicacies that you just don't find in So Cal. Someone also needs to teach our Right Coast friends how to make a good tortilla.

Okay, back to marketing...I came across an interesting article in MarketingProfs. The author, Linda Popky, points out that jumping directly into the execution phase of marketing could be a costly mistake if you haven't done your homework. These three points must be addressed if your best laid plans have a chance to succeed.

Be sure you really know and understand your target customers, including what motivates them, what causes them pain, and why they would be interested in even considering your solution or offering.

Have a solid understanding of the current market situation. Know the competition, where they are successful, and where they are struggling. (Remember that the status quo can be your biggest competition!)

Play devil's advocate. Ask what could go wrong, what countermoves you can expect from competitors, what obstacles you can proactively plan around. Be honest. The time to consider possible pitfalls is before you begin the project, not once you are stumbling into them.

Greg Alan Timpany
Research Director and Resident Data Geek
WGM Research
909-625-2225
gtimpany@wilkinguge.com