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Thought Sparks Wrap Up — September 2021
Hey, everybody! We’re already through September — back to school, back to work, back to thinking about Q4! This monthly wrap-up of my weekly Thought Sparks news pieces will give you a short summary and links to the complete articles if you’re interested in a deeper dive. The ideas you can use are: Creating compelling marketing campaigns, managing digital transformation the right way, analyzing and managing a growth gap and finally, learning from prototypes.
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How Not to Blow Your First Marketing Campaign:
How often have you heard this presented as though “new” were a compelling reason to pay attention to a category, product, process or service? The sad fact of most new things, unfortunately, is that they are not going to work out in the marketplace, as Schneider and Hall point out in an article aptly titled, “Why Most Product Launches Fail.” One major reason is that while the engineering and techie types may have been laboring away at improving the features or attributes of an offering, they postpone the work of marketing till really late in the launch process.
Here are three factors that are essential to make sure that marketing campaign gets off the ground.
- A well defined target audience that is distinctively likely to appreciate what you have to offer;
