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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

What Sticks – Chapter 6

Consumed => “What Sticks – Chapter 6 (Get a “COP” to Direct Your Marketing Campaign)” by Rex Briggs and Greg Stuart.

As mentioned in the Chapter 5 overview yesterday: Highlights with value add (and sometimes purposely contrarian) commentary.

COP = Communication Optimization Process.

— The COP process aims to: align and define success; apply best practices; and develop a Plan B.

— The COP helps the marketing team to be accountable in four different ways.

Measurement is a tool for identifying opportunities for improvement. It is not a report card.

— M #1 – Motivation must consider: Consumer needs, Positioning and Segmentation.

— M #2 – Message: Message communication, and Touchpoint Integration.

— M #3 – Media (Allocation): Media Mechanics, and Psychologics.

— M #4 – Maximization (ROI): Intra-media Optimization, and Extra-media Optimization.

“Marketing Malpractice” by Clay Christiansen and Taddy Hall (HBR) =>

— When marketing focuses on the right motivations, everything else that follows is more effective.

— Unfortunately, most marketing organizations don’t analyze the reason for success or failure.

— We found that knowing why something fails, and adjusting accordingly can be worth millions of dollars in marketing RIO. (Value add: It’s not just marketing ROI, it’s ROI period.)

— To not plan for the downside can be the deadly.

— Marketers need to consider failure to avoid failure.

Value add: For this most past this chapter is just a subset of elements of Project Management 101 with a new name. What’s frightening is that if I am to believe this book,  TONS of marketing and advertising dollars were/are being spent with little or no controls. It’s no wonder there’s such a high turnover of CMOs. They party hard until the check comes and then suddenly it’s obvious to everyone that it’s time to move on. Often via the backdoor.

What a crazy way to do business, eh?

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