Bad Business

What a horrible dessert can tell you about running a good business

After a recent sushi dinner, my wife and I decided we wanted to grab a little dessert… something other than green tea or mochi ice cream.

We chose a new branch of an iconic LA eatery known for good pancakes, pies, etc.

It did not turn out as we had hoped.

But from the ashes of this nasty experience rose some truths about customer service and quality products.

The Dessert Debacle

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What Is Marketing?

Is it your brand? How about mass emails? SEO? Blogs? Cold calling?

These may be pieces of an overall marketing strategy, but they are too often mistaken for all of marketing. Or, worse yet, “marketing experts” may sell you classes and consulting about one of these… but not really help you with true marketing.

Let’s take a look at how the American Marketing Association defines it:

Marketing:
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
~~~ and ~~~
Marketing Research:
Marketing research is the function that links the consumer, customer, and public to the marketer through information–information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications.

I’ve included both of the above definitions because they are a related and integral part of an overall marketing plan. Much more than any single effort, true marketing involves knowing your product, your audience, the target segment, how to reach them, etc. Perhaps most importantly, it includes all of the follow-up needed to know if your campaign is working, and the data needed to tweak your efforts or scrap them and start fresh. It is an involved ongoing process, but if you’re not doing the research and follow-up, you’re just throwing spaghetti at the wall and hoping it sticks.

Recently, I was involved with several colleagues in an in-depth discussion about social media and marketing. The conversation was fascinating, and provided a number of different perspectives. I’ve quoted much of it below, along with my thoughts on each quote…

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