Imagine for one moment you are a baker. You are the baker of fabulous cakes for special occasions. You are as happy baking cupcakes as you are about layer cakes or wedding cakes. It depends on the occasion and your client.<\/p>\n
The worst thing that can happen is when the cake doesn\u2019t rise.<\/p>\n
However, this rarely happens since you are a seasoned baker and a good planner. Despite what\u2019s in the middle, it\u2019s the icing on the cake, the colorful and decorative frosting that receives all the glory. The candles, frosting, sparkles, sprinkles and sparklers are what initially catch our eye and draw us in.<\/p>\n
Promotional tactics are similar in function to the eye-popping decorations that adorn cakes. They are visually appealing, and they grab our attention often while being fun and always very tempting. They usually make customers feel a \u2018need\u2019 or desire for the cake.<\/p>\n
So, as a baker, how would you approach a baking project?<\/p>\n
First, you must decide what it is you\u2019ll be baking based on who the cake is for and why. Then, there are a few key and non negotiable elements that determine success in baking: specific ingredients, key quantities requiring accurate measuring tools, the perfect sized (greased) baking tin, a step by step mixing process, exact baking times, specific temperatures, and an ideal position in the oven. Just as in marketing, there is lots of planning and preparation.<\/p>\n
With all these steps followed, the cake goes in the oven.<\/p>\n
When the timer rings, if you\u2019ve planned well and followed the step-by-step process you should have achieved the “perfect bake”.<\/p>\n
More importantly, you have the foundation you need so you can go to town on the frosting and the fancy pants decorations. With the cake all decorated, you\u2019re confident that it looks absolutely stunning and no one will be able to refuse a bite. But what\u2019s more important is that you\u2019re also confident that when your customer cuts a slice and takes that first bite, the cake won\u2019t crumble, collapse, or sink under the weight of its fabulous frosting.<\/p>\n
The outcome is that your cake is well structured because you followed the recipe and planned ahead. The layers (if it is indeed a layer cake) are defined and intact and it tastes as sensational as it looks and smells. The experience is a positive one.<\/p>\n
Now, how do you replicate this in the marketing plan for your product or service?<\/p>\n
A big hint \u2013 don\u2019t start with the fancy frosting. Think holistically about planning, structure and foundation. For example, if you start with social media, as tempting, free and as obvious as it may seem, you may experience some crumbling around the edges, caving in the middle, over baked ideas and a lack of structure off which to hang the bright and fun stuff.<\/p>\n
If baking isn\u2019t your thing I can use any number of occupational analogies; just call me on it.<\/p>\n
And finally, just because you are following a plan, it doesn\u2019t mean there isn\u2019t room for creativity. With strong foundations in place, you will have the flexibility to go all out with the promotional tactics. The companies that go all out on creativity are built upon the most solid structures.<\/p>\n
That was lesson #1 that I learned at Red Bull as a young sales executive.<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
Imagine for one moment you are a baker. You are the baker of fabulous cakes for special occasions. You are as happy baking cupcakes as you are about layer cakes or wedding cakes. It depends on the occasion and your client. The worst thing that can happen is when the cake doesn\u2019t rise. However, this […]<\/p>\n","protected":false},"author":1290,"featured_media":9151,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[43902],"tags":[],"class_list":["post-9148","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-professional-development"],"acf":[],"yoast_head":"\n