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| Performance Marketing™ |
| Taking the Offensive |
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Performance Marketing is a way to market small independent business.
The concept's been around awhile, but many businesses set it aside
when the big fish started gobbling up all the little fish and a short
term, quick return on investors and shareholder's money became the
only long range business plan. Most of you have worked very hard to get where you are, and to stay in business for a long time. In American society, a lot of who you are is defined by what you do. Most of you are very proud of who you are and thoroughly enjoy what you do. When your business firstd you probably did Performance Marketing because you were new and you had to attract attention so you could build a customer base. Soon the hectic pace of daily operations prevented you from continuing the level of effort and discipline you had back in the beginning. As a result, you began the practice of only reacting to the market. Now you have either reached a ceiling or you suffer from serious erosion of your customer base and you want to get back on track. Good work, because now you're on the offensive again. And this is where I can help by re-introducing Performance Marketing. Which is based on knowing and rigorously practicing marketing fundamentals. Vince Lombardi in my opinion was one of the best to ever coach professional football. Why? He believed in order to win you have to take the offensive on both sides of the ball, and the only way to do that was to learn, practice and perform the fundamentals better than your opponent. Sure, had great players, but under Lombardi's leadership they became legends because he taught them to perform the fundamentals better than any other team in football at the time. When the Packers won on Sunday Lombardi would give them Monday to rest. But, if they lost, though, he'd have them on the cold Green Bay practice field at 7:30am Monday morning. There they were, the best players on one of the best teams in history out on a frozen practice field early in the morning, still hurting from Sunday's game. And off in the distance they would see Coach Lombardi walk through the tunnel in his overcoat and hat, holding a football, slowly coming there way. When he arrived, he would stand before them, hold the football high in the air and say, "Gentleman, this is a football. Apparently you forgot that yesterday. So, I believe it's time we get back to practicing the fundamentals." The Green Bay Packers were the best in football. His teams won because they continuously practiced the fundamentals and performed them on the field better than their opponents. You too have worked hard for every advantage. To play your best game you must take the offensive in everything you do. Winning is the result of knowing, practicing and performing the marketing fundamentals better than your competitors. Performance Marketing is like a modified engine you installed in your car. If you don't also modify the suspension, carburetion, shocks, and transmission you'll never get the full performance capability from the engine. Performance Marketing focuses on customers, and you customers must sense your dedication. Performance Marketing is more than a way of doing, it's a way of thinking. Performance Marketing is everything you do to promote your business It's the offensive drive that leads your business. Performance Marketing and advertising are not synonymous. Advertising is only one fundamental of Performance Marketing. Most important…if you want to win: all your Performance Marketing efforts should be designed to increase your profits, not just your sales. Copyright 2000 The HUGHES Agency, Inc. All rights reserved. Any reproduction by photocopy, email, fax or other means without the expressed written consent of The HUGHES Agency, Inc. is strictly prohibited. |
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