Axioms #21 to #28

 An axiom is a proposition that is not proved or demonstrated but considered to be self evident. Therefore, its truth is taken for granted, and serves as a starting point for deducing and inferring other truths.

9 INCH AXIOMS are the premises that my posts are based on:

Click here to see numbers #1 to #20.  Here is a summary of #21 to #28:

#21.  Integrated Marketing

‘The key to integrated marketing communications (IMC) is threefold:  

1. First is researching to find the appropriate idea / concept that is both relevant and sticky
2. Second is determining the right mix of traditional + social media
3. Last is determining the appropriate weight of each medium in order to reach the RIGHT3 . . the right people . . . in the right places . . . .  at the right times’ 

[My definition of integrated marketing and the comparison between IMC 1.0 vs. IMC 2.0]

#22.  STORYTELLING

‘People respond to stories. The ability for your marketing to tell a story is vital in capturing the mind and the heart of your consumer’  

[How narrative is fundamental to communication]

#23.  TRADITIONS / SYMBOLS

‘The ability to create either traditions or symbols that make a sensory connection with your target audience is key to creating a strong brand’

[A look at Wimbledon, Churchill Downs, Wrigley and Augusta National.  How they invoke ritual to create strong sensory bonds]

#24.  OPPORTUNITY KNOCKS

‘The time to hit the gas pedal in marketing is not when everyone else is speeding, but when your competitors are downshifting or sitting on the curb’  

[The notion that this is time to cut through the clutter.  Discussion of how PR stunts are effective in moving the needle]

#25.  ADVERTISING AND CONTENT

‘Advertising only works when it has the ability to engage.  It must be targeted, relevant and not seen as an intrusion’  

[Is Advertising Dead? An interesting glimpse into the future through the final scene of the Matrix]

#26.  SHOPPER MARKETING

‘Don’t forget about the shopper.  There is a difference between the buyer and the end consumer.  A majority of purchase decisions are made in store and therefore you need to cater to the shopper and their retail experience’

[A look at the importance of the buyer / shopper.  It's about the shopper . . . stupid]

#27.  PULL MARKETING

‘It is important to understand the difference between push and pull marketing.  Doing both effectively has the net effect of 1 + 1 = 3.’  

[Defining outbound vs. inbound marketing and discussing how pull marketing allows you to connect with the RIGHT3]

#28 PERSONALITY

‘Personality is the 5th ‘P’ in marketing.  There needs to be a face, a name and an engaging presence behind the brand’  

[The importance of personality in marketing.  A great case on Brad Benson Hyundai]

Today’s Lagniappe  (a little something extra) – A great event by T-Mobile. Check out this video:

First time seeing 9 inches?  Click here to subscribe via e-mail to the blog