If you haven’t already been to Taco Bell to try out their new taco’s featuring a Dorito’s taco shell, you need to go ASAP! These new tasty gems are called Dorito’s Loco Tacos (in both regular and Supreme versions), and cost about a dime more than the taco counterparts in the regular corn taco shells. These things are an awesome new product and worth the dime upcharge!
Not only is the product a brilliant line extension for Doritos, but I give credit to the Taco Bell marketing team for their introductory campaign. Virtually every point of contact at the store, from window signs to the little pithy sayings on the hot sauce pouches, to the menu boards, are all dedicated to promoting and marketing the Dorito Loco Tacos. Great synergy. Great focus. The TV spot featuring the group of 20 something friends who drove over 900 miles to try it out when it was still in test market is a little far-fetched (I think they could have done a better TV ad), but otherwise, Taco Bell gets an “A” for their new product, and an “A-“ for their introductory marketing campaign.
Taco Bell: Live Mas Today!
Now, imagine this party in a very different way. Instead of Elton John taking to the keyboard, it instead is the hosts’ 3 year-old son. He sits down and starts banging the keys, creating nothing but noise and utter annoyance -- this coming from this very same instrument that in the hands of Elton was made to sing like an angel. It is the same instrument, in different hands, creating a complete opposite outcomes. Please, make him stop!
Effective marketing campaigns are the handiwork of skilled and trained marketing professionals, not unlike Elton John playing the piano. Created in the hands of a marketing pro, campaigns can be joyous and wondrous – they engage the customer, showcase products and services in relevant yet unexpected ways, and communicate how different, better, and special they are versus the competition. They delight and drive the customer to purchase their products.
The strategies and skills used to develop these marketing plans – created in just the right way, and executed at just the right times -- are learned through the training received from a skilled marketing teacher and mentor, then built upon by individual practice that can only be gained over time and through experience.
Many business professionals and small business owners believe they possess the skills to execute their own marketing programs, despite having no formal marketing training or expertise. They underestimate the skills and knowledge required to plan and execute a meaningful and effective marketing plan. And, just like the 3 year-old on the piano, they end up making nothing but noise, annoying and potentially driving away potential customers, creating nothing of value and in fact, wasting both time and resources as well.
As we begin 2012, my hope is that more business managers and small business owners will reach out to trained and practiced marketing professionals to help create their marketing plans, so I can stop having to listen to all the useless and annoying noise I'm bombarded with everyday from so many irrelevant programs and campaigns.
That would make it a Happy New Year!
Imagine for a moment that you are at a friends’ home for a party, and to your amazement, in walks Elton John. After some brief introductions, he meanders over to the piano, sits down and starts playing a medley of his hits – an impromptu private concert. He doesn’t sing. He just plays the piano. Classics like Your Song, Rocket Man, Tiny Dancer, Bennie & the Jets, Goodbye Yellow Brick Road, Can You Feel the Love Tonight, and many, many more. You listen, absolutely amazed at the pureness of the sound coming from the instrument, the crispness of the notes, the flawless execution as he strokes the keys in just the right way, at just the right times, making the piano sing like an angels voice from heaven. You realize just what a unique and special talent Elton possesses in his ability at playing the piano and creating unique and memorable songs that stand the test of time.