"To me, an amateur photographer is one who is in love with taking pictures, a free soul who can photograph what he likes and who likes what he photographs."
Marketing is everything that connects a provider of products and services to the meeting of specific customer needs. It's usually all about helping and/or persuading people actively to do something. In contrast, governmental marketing is often about persuading citizens not to do something. It's an intriguing mind-shift. Do you lecture, humour or shock or do you reframe the negative as a positive. And which works best? At the launch of the latest anti-binge drinking campaign, the windows of an empty building in Covent Garden were filled with tableaux illustrating the various TV ads that have been created. It's looking at the problem from a different angle (as I do with these photos from behind the shop window) and seems to take the reframing route. They show people the downside of binge-drinking and suggest that "you wouldn't start the evening like this, so why would you end it like this?" Even in the daylight when the windows were suffering from sun glare, i
A combination self-help and business book, Michael Port's Beyond Booked Solid focusses on scalability issues and how to expand a small enterprise. It is filled with pragmatic tools and techniques designed to grow a business via innovation and leveraged income, but the key message is that of developing a mind-set that works on your rather than in your business. To some extent that's just a reframing of the old adage of keeping one's eye on the big picture, but it's something that can't be repeated too often. Constantly reminding yourself and your colleagues of why you're in business (and specifically what customer needs you meet by doing something better than anyone else) is crucial to evaluating everything that you do day to day. If your marketing tactic du jour, your latest product development or your inter-departmental meeting isn't centred on that, they're not worth your time and resources.
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